Managing Stellantis is undoubtedly one of the most challenging roles in the automotive industry. Overseeing 14 different automotive brands across the globe is a task that requires immense coordination and strategic vision. The complexity increases when considering the overlap between several of these brands, which could potentially dilute sales. Despite these challenges, the company has decided not to alter its brand portfolio.
This decision aligns with the sentiments shared during an interview on the ArabGT Podcast, where Mousub Shashaa spoke with Mr. Samir Cherfan, CEO of Stellantis Middle East and Africa.
Stellantis recently reaffirmed its stance in a new statement, clarifying that it has no intentions of separating any of its brands and remains committed to all 14 of them. The promise made in 2021 to retain all “strong and iconic brands” is still in effect. Therefore, brands like Lancia, DS Automobiles, Abarth, and others will remain under the Stellantis umbrella at least until the end of this decade.
The company’s statement appears to be a response to a YouTube video posted by Walter P. Chrysler’s grandson, Frank P. Rhodes Jr., who expressed a desire for Dodge and Chrysler to break away from Stellantis to form a new Chrysler. However, this is a complex proposal, especially since Rhodes is still seeking investors to support this initiative. Given Stellantis’ recent announcement, it’s clear that Dodge and Chrysler will continue as part of the larger group.
This reaffirmation of commitment from Stellantis comes shortly after the company’s CEO, Carlos Tavares, suggested that unprofitable brands could be eliminated. Tavares had previously indicated that cash-strapped automakers would be shut down, stating, “If they’re not profitable, we’ll close them down. We can’t afford to have brands that aren’t profitable.” Following this, industry experts speculated that Maserati could be sold off and that Lancia or DS Automobiles might be phased out. However, with Stellantis’ recent statement, it’s evident that all 14 brands will continue under its management. It seems particularly illogical to discontinue Lancia now, given that the Italian brand is finally rolling out new models and expanding beyond its domestic market.
Maserati, too, is in the midst of refreshing its lineup, which requires time to demonstrate its potential. As for DS, Stellantis has positioned it alongside Alfa Romeo and Lancia as a “premium” brand, while Maserati is considered “luxury.” The French brand DS has struggled to gain traction since it became independent in 2014, and many still question the decision to separate it from Citroën. Retaining DS as Citroën’s high-end line might have been more logical. Abarth has been an independent brand since 2007, focusing on sporty Fiats. Again, one might wonder why Abarth isn’t simply a performance model within Fiat. These considerations lead to the broader question: Why do some automakers insist on launching multiple sub-brands?
On the American front, the situation is equally intricate. Chrysler, once a powerhouse, now operates with a limited lineup, with only the Chrysler Pacifica minivan remaining after the discontinuation of the Chrysler 300C sedan. Dodge’s lineup, though not extensive, has some variety, including the Dodge Hornet, which is essentially a reworked Alfa Romeo Tonale. The new Charger is an all-electric vehicle, with a V6 option expected later, but the V8 is no longer available. The Hemi engine is still offered in the Durango, but the newly released Hellcat Silver Bullet marks the end of that era.
Other brands within Stellantis, such as Alfa Romeo, Jeep, Ram, Citroën, Fiat, Opel/Vauxhall, and Peugeot, are too significant to fail. Alfa Romeo, for instance, has new models in the pipeline, including the Alfa Romeo Stelvio next year and a new Giulia in 2026, both based on the same platform as Dodge’s new Charger but with distinct designs. Earlier this year, Alfa Romeo CEO Jean-Philippe Imparato described the new Giulia as “fantastic.” Brands like Jeep, Ram, Citroën, Fiat, Opel/Vauxhall, and Peugeot are expected to remain competitive, although some are experiencing slower sales in certain markets. Additionally, Stellantis holds a 51% stake in Leap Motor International, a joint venture with a 20% stake in Leap Motor. China-made EVs from this partnership are already available in Europe and will be exported to regions including the Middle East, Africa, Asia-Pacific, and South America starting at the end of 2024.
