SalesStellantis
Trending

Stellantis Faces Pressure to Streamline Brands

With 14 Brands and Mixed Global Performance, the Automaker Considers Its Future Direction

Stellantis is facing a major crossroads as it searches for a new CEO following the departure of Carlos Tavares in December. The automaker, formed from the 2021 merger of Fiat Chrysler Automobiles (FCA) and Peugeot S.p.A., has the largest brand portfolio in the industry with 14 distinct marques. This vast lineup brings both strength and complexity — and now, there’s mounting pressure to determine how many of these brands have a viable future.

2025 Ram 1500 RHO. (Ram)

According to a recent Reuters article, Stellantis Chairman John Elkann has made it clear that any CEO candidate must come with a clear vision for the company’s brands. Elkann stated, “If a candidate doesn’t have a clear understanding of our brands and a strategy for their future, they are not the right person for this job.”

Stellantis’ global position is a mixed bag. It is the second-largest automaker in Europe, trailing only Volkswagen, but even its best-selling European brand, Peugeot, had only a 4.9% market share in 2023, ranking eighth overall. In the U.S., Stellantis has struggled with declining sales and profit margins despite the strong performance of its Jeep® and Ram brands. Jeep sold 587,725 units in the U.S. in 2024, while Ram followed with 439,039 units. Meanwhile, Chrysler and Dodge remain survivors largely due to their name recognition and loyal customer base, with Chrysler moving 124,683 units and Dodge selling 141,730.

Globally, Fiat and Peugeot each made up 20% of Stellantis’ total sales in 2024, followed by Jeep (15%) and Ram (10%). Chrysler and Dodge each held just 3% of the global market share, but their U.S. presence remains significant. More vulnerable brands include Alfa Romeo, DS, and Lancia, which each hold just 1% of the global market, while Maserati’s share is nearly negligible.

The company’s struggles aren’t limited to North America. Stellantis pulled out of its joint venture with Guangzhou Automobile Group (GAC) three years ago and has no plans to relaunch in China. However, its new partnership with Leapmotor offers some hope for growth in the electric vehicle market outside China, with Leapmotor EVs already appearing in Europe and being tested in Brazil.

2025 Peugeot 5008 Hybrid. (Peugeot).

There’s also been talk of realigning Stellantis’ North American brands by merging Dodge and Ram back together — a strategy that could simplify operations and strengthen both brands.

As Stellantis continues its CEO search, the future of its 14 brands hangs in the balance. Investors and fans alike are eager to see if the company will streamline its lineup or maintain its broad portfolio. Whatever the decision, it will shape Stellantis’ global strategy for years to come.

Source: Reuters

Robert S. Miller

Robert S. Miller is a diehard Mopar enthusiast who lives and breathes all that is Mopar. The Michigander is not only the Editor for MoparInsiders.com, 5thGenRams.com, and HDRams.com but an automotive photographer. He is an avid fan of offshore powerboat racing, which he travels the country to take part in.

Related Articles

Loading new replies...

Most concerned about Chrysler. Floated earlier the idea of instead of bringing European brands to North America to boost sales and profits, select two models that are “Euro-Popular” but potentially and likely viable in our market if launched correctly and change a couple of body panels, grill, tail lights, add North American power plant if needed and rebadge them as Chryslers. Must be upscale models that gives America anchored Chrysler a subtle Luxury European flare as an excitement factor on a carefully orchestrated relaunch.
Just a thought, but it might have some thought provoking value. Very interested in feedback and critique. My Chrysler worries are debilitating me. How about you?

Reply 1 Like

Fiat 20% Safe due to sales and historic brand
Peugeot 20% Safe due to sales and historic brand
Jeep 15% Safe due to sales and historic brand
Ram 10% Safe due to sales
Untracked 9% I do not know what this is
Opel/Vauxhall 9% Safe due to sales
Citroën 8% Safe due to sales and historic brand
Dodge 3% RAM is assimilated back into Dodge
Chrysler 3% Safe because historic brand, also lack of sales due to lack of models
Alfa Romeo 1% Assimilated into Fiat Abarth
DS 1% Assimilated back into Citroën
Lancia 1% Assimilated into Fiat
Maserati 0% Discontinued - Ferrari does what Maserati is trying to do

Reply Like

Most concerned about Chrysler. Floated earlier the idea of instead of bringing European brands to North America to boost sales and profits, select two models that are “Euro-Popular” but potentially and likely viable in our market if launched correctly and change a couple of body panels, grill, tail lights, add North American power plant if needed and rebadge them as Chryslers. Must be upscale models that gives America anchored Chrysler a subtle Luxury European flare as an excitement factor on a carefully orchestrated relaunch.
Just a thought, but it might have some thought provoking value. Very interested in feedback and critique. My Chrysler worries are debilitating me. How about you?

Reply Like

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

Reply 2 Likes

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

Interesting take. I always envisioned Maserati and Chrysler sharing product differentiated by their respective markets. Ditto for Dodge and Alfa Romeo. Build each in own market sharing identical manufacturing assets. You get four brand products from two shared vehicles. An idea.

Reply 1 Like

Back to top button