Stellantis Considers Chopping Some of Its 14 Brands
It’s no secret that Stellantis has its hands full with 14 autobrands. From Jeep to Maserati, there seems to be a new fire to put out every time you turn around. Cutting a few options could help a few of the underperforming options return to greatness.
Stellantis might not keep all 14 brands
The former CEO of Stellantis, Carlos Tavares, decided to keep all 14 brands during his four-year tenure. But brands such as Jeep, Dodge, Fiat, and more started to struggle.
Now, the new CEO, Antonia Filosa, is at the helm. He’s considering trimming some of the fat to make iconic American and European cars afloat amid declining sales. According to Reuters, Filosa is assessing all of the brands for long-term viability.
The brands include:
- Alfa Romeo
- Abarth
- Chrysler
- Citroen
- Dodge
- DS Automobiles
- Fiat
- Lancia
- Masaerati
- Jeep
- Opel
- Peugeot
- Ram
- Vauxhall
It’s easy to see which cars are clearly underperforming. Retiring certain brands isn’t off the table. However, European brands are at a higher risk than American ones.
Through October 2024, DS Automobiles suffered a -21.2% sales decline, and Lancia sales tumbled by 68.3%. Also, Fiat took a 13.4% plunge.
Maserati experienced a 17.1% sales decline, but Stellantis has dismissed rumors about selling it. Peugeot, Citroen, Opel, and Vauxhall are holding their own with stable or positive sales growth.
Jeep sales have been down for the past few consecutive years, but Ram is improving. These brands have the most emphasis on improving.
Decisions to improve sales across the board include reducing electric vehicle targets, lowering prices, and improving fleet sales. Filsoa is working to correct crucial mistakes, such as cutting the Jeep Cherokee and the V8 HEMI engine.
Brand performance among overlapping European options over the next few months will be crucial to watch.
