Cars

Stellantis Shifts Focus to Fiat, Peugeot, Jeep, and Ram While Maintaining Other Brands

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April 25, 2026

Stellantis to focus on Fiat, Peugeot, Jeep and Ram, but won't axe other brands - report

Stellantis Shifts Focus to Core Brands in New Strategy

Stellantis, the automotive giant formed by the merger of PSA Peugeot-Citroen and Fiat Chrysler in 2021, is set to unveil a new strategy in mid-May. Under the leadership of CEO Antonio Filosa, the company will concentrate its funding and energy on four core brands: Fiat, Peugeot, Jeep, and Ram.

Currently, Stellantis distributes its funding among 12 to 14 brands, including Alfa Romeo, Fiat/Abarth, Lancia, Maserati, Peugeot, Citroen, Opel/Vauxhall, DS, Jeep, Ram, Dodge, and Chrysler. The new plan will see non-core brands like Citroen, Opel/Vauxhall, and Alfa Romeo focusing on national or regional markets where they are strong or have potential.

According to sources cited by Reuters, these non-core brands will develop models based on technology and platforms from the central marques. Each brand will maintain its identity through unique styling features and handling characteristics, with potential for rebadging models for specific markets.

Stellantis aims to improve its focus and reverse a sales decline with the new strategy. The company’s European market share dropped from 20.2% in 2021 to 14.3% in 2025, partly due to increased competition from Chinese brands. In the US, where Chinese automakers have limited presence, Stellantis saw its market share decrease from 12.0% to 7.7% during the same period.

Key stakeholders, including Exor (controlled by the Agnelli family, founders of Fiat) and the Peugeot family, support the new plan. It allows brands a 10-year period to revitalize themselves following the merger. Brands like Lancia and Chrysler, with aging lineups, and struggling ones like Maserati, DS, and Alfa Romeo were given a chance to improve sales and profitability.

In 2025, Stellantis reported a significant loss of €22.3 billion (A$37bn), attributed to costs related to its electric vehicle and plug-in hybrid initiatives. The company is now pivoting towards petrol engines and extended range EVs (EREV).