Stellantis Exec Confirms No New European Brands for North America

Stellantis has made it clear that it won’t be adding any more European brands to its North American portfolio in the near future. Jeff Hines, CEO of Stellantis Canada, recently told Automotive News Canada that the automaker is not planning to bring European brands like Citroën, Lancia, Opel, or Peugeot to the either the U.S. or Canada. This decision comes as Stellantis is focusing on addressing challenges with its current operations, particularly with brands like Fiat and Alfa Romeo, which have not been performing well in the North American market.

Hines explained, “I don’t believe we’ll be bringing any of the European brands here. It’s not the direction we’re going in. We’ve got to focus on getting our existing brands right.” Despite the lack of new European entries, Hines acknowledged that certain European models might still fit the North American market. For example, he pointed to the subcompact Jeep® Avenger, a small crossover SUV that he believes could work here due to the growing demand for affordable SUVs.

“We’re seeing small SUV growth everywhere, and the Jeep Avenger fits into that perfectly. It solves a lot of affordability issues for consumers,” Hines added. “That’s one of the areas we’re really focusing on—getting the right products, at the right time, and at the right price.”

This strategy comes at a crucial time for Stellantis, as the company works to stabilize its North American operations. Hines emphasized that the automaker’s new management team, including COO Antonio Filosa, who resides in Metro Detroit, is more attuned to the needs of North American consumers. “When you live here day to day, your ability to understand the consumer goes up tenfold,” said Hines. “We have all the faith in Antonio that we’ll bring the right products at the right time and at the right price.”

The automaker is also focused on repairing its relationship with dealers, especially after a tough year in 2024 marked by a slump in sales. With high tariffs, changing fuel economy standards, and evolving customer preferences, Stellantis has its hands full in ensuring its brands stay competitive.

In light of this, it makes sense for Stellantis to avoid introducing new European brands like Citroën, Lancia, Opel, or Peugeot, which have struggled to gain traction in North America. Instead, the company will prioritize bolstering its existing American brands—Chrysler, Dodge, Jeep, and Ram—while also keeping an eye on evolving market demands, including the growing need for affordable and fuel-efficient vehicles.