Stellantis CEO Maps Out Future Strategies for 14 Diverse Brands

Will all Stellantis Brands Survive the Decade?

With the merger of the PSA Group and Fiat Chrysler into Stellantis in 2021, then CEO Carlos Tavares set a 10-year deadline for the struggling brands under the conglomerate to revitalize themselves. However, Tavares stepped down in 2024, and Antonio Filosa took over in 2025, prompting a reevaluation of the company’s 14 brands.

Among the brands being scrutinized are Alfa Romeo, Fiat/Abarth, Lancia, Maserati, Peugeot, Citroen, DS, Opel/Vauxhall, Jeep, Dodge, Ram, and Chrysler. Vauxhall is a British-specific version of Opel, while Abarth focuses on enhanced Fiat models.

Antonio Filosa’s focus has been on the North American market, where he has made strategic moves such as reintroducing the Hemi V8 engine to the Ram 1500 lineup, shifting away from an electric Ram 1500 in favor of a range-extender model, revitalizing the SRT performance division, and teasing new developments for Chrysler.

He has also shifted from a premium pricing strategy to embrace fleet sales to sustain production. These decisions contrast with his predecessor’s emphasis on profit margins over sales volume.

While the decision on the future of Stellantis’ brands is pending, Filosa’s short-term initiatives could potentially extend the timeline for deliberation.

Stellantis’ US dealerships, which offer all four North American brands (Ram, Jeep, Dodge, and Chrysler) without significant overlap, appear secure from any imminent restructuring.

DS and Lancia are speculated to be most at risk within the Stellantis portfolio. DS was conceived by PSA Group as a luxury brand to compete with BMW and Mercedes-Benz, while Lancia, despite minimal sales, is positioned as a luxury marque.

Recent sales figures indicate challenges for Lancia and DS, with both brands experiencing declines in sales volume. Lancia’s struggles are attributed to the larger and pricier new Ypsilon model, while DS faces stiff competition in the luxury segment.

Alfa Romeo, despite substantial investments, has yet to achieve its goal of rivalling BMW in Italy. However, the launch of the Junior SUV has boosted sales, aligning Alfa Romeo with other luxury players like Lexus and Land Rover.

Maserati’s future remains uncertain, with speculation rife about a potential sale. Sales figures for Maserati, Dodge, and Ram show a decrease in sales volume, suggesting challenges for these brands within the Stellantis group.

Among Stellantis’ mainstream European brands, Citroen and Fiat cater to the lower end of the market, while Peugeot and Opel/Vauxhall have distinct regional strengths.

For more insights into Stellantis and its brands, check out our comprehensive guide on everything you need to know about the conglomerate.