Stellantis, one of the world’s largest automakers, manages 14 distinct brands. While some, like Jeep and Peugeot, thrive, others struggle to justify their existence. Newly appointed CEO Antonio Filosa is now evaluating each brand’s viability, a necessary step for long-term success. The question isn’t whether cuts will be made, but which brands will be streamlined, sold off, or outright dissolved. This assessment isn’t simply about numbers; it involves heritage, customer loyalty, and jobs – making it a complex but critical undertaking.
The Brands Under Review: A Strategic Breakdown
The following analysis identifies which Stellantis brands should remain, which should be merged, and which should be divested. The rankings are based on current sales, future potential, and strategic fit within the wider portfolio.
Abarth: Absorb into Fiat
2025 Projected Sales: 2,000 Units
Abarth, once Fiat’s performance division, operates as a standalone brand in Europe with negligible sales. Just 300 units of the 600e were sold in the first half of 2025, with overall projections reaching only 2,000 units. The simplest solution is to reintegrate Abarth into Fiat, branding the 500e and 600e under the parent marque. Maintaining Abarth as a separate entity adds unnecessary overhead for minimal return.
Alfa Romeo: Maintain
2025 Projected Sales: 60,000 Units
Despite recent challenges, Alfa Romeo retains sufficient brand recognition to warrant continued investment. Projected sales of 60,000 units are solid, particularly given the company’s transition phase. While electric vehicle plans have shifted, retaining the V-6 engine and Quadrifoglio models will sustain enthusiast interest. The upcoming Stelvio redesign is critical for future growth.
Chrysler: Preserve with Investment
2025 Projected Sales: 115,000 Units
Chrysler’s fate hinges on product diversification. Current sales, driven by the Pacifica and Voyager minivans, remain strong at around 90,733 units in the US through Q3. However, reliance on two models is unsustainable. Chrysler requires new SUVs, luxury sedans, and electrification to justify its continued existence. The rumored new 300 sedan could be pivotal.
Citroen: Keep
2025 Projected Sales: 800,000 Units
Citroen is one of Stellantis’s most reliable performers. With over 785,000 vehicles sold in 2024 and projected sales of 800,000 in 2025, the French automaker demonstrates consistent demand across 90 countries. No major changes are needed; Citroen’s current strategy is effective.
DS: Merge into Citroen
2025 Projected Sales: 40,000 Units
Launched as Citroen’s luxury sub-brand in 2014, DS has failed to gain significant traction. Sales of approximately 40,000 luxury vehicles annually are underwhelming. Given Peugeot’s established presence in the upscale market, DS should be absorbed back into Citroen as a premium trim level, eliminating redundant branding and operational costs.
Dodge: Maintain
2025 Projected Sales: 100,000 Units
Dodge’s recent shift to electric muscle cars may have caused short-term disruption, but the brand remains resilient. With Tim Kuniskis at the helm, Dodge is positioned for a resurgence. Continued production of V-6 and V-8 Durango models, alongside the new Charger Sixpack, demonstrates a commitment to enthusiast demand.
Fiat: Maintain (Exit US Market)
2025 Projected Sales: 800,000 Units
Fiat is a global force, selling over 1.2 million vehicles in 2024. Its success lies in Europe, Italy, and South America, where it dominates small car segments and pickup trucks. However, Fiat’s presence in the US is weak. Stellantis should focus Fiat’s US efforts elsewhere, prioritizing brands with stronger domestic appeal.
Jeep: Maintain
2025 Projected Sales: 1.0 Million Units
Jeep is Stellantis’s most valuable asset, poised to exceed 1.0 million global sales in 2025. Its iconic brand recognition and consistent demand ensure its continued dominance within the portfolio. There is no question about Jeep’s long-term viability.
Lancia: Divest
2025 Projected Sales: 50,000 Units
Lancia has languished for decades, failing to capitalize on its rally heritage. Despite the promising new Ypsilon, sales remain too low at just over 32,000 cars last year. The brand should be sold off to an entity willing to invest in its potential or risk extinction.
Maserati: Divest
2025 Projected Sales: 9,000 Units
Maserati, despite its storied history, underperforms. The MC20 is an exceptional vehicle, and the GranTurismo represents improvement, but overall sales are projected to fall below 10,000 units this year. If Stellantis cannot unlock Maserati’s full potential, it should divest to a buyer with a clearer vision.
Opel/Vauxhall: Merge
2025 Projected Sales: 700,000 Units
Opel and Vauxhall are essentially the same company operating under separate brands for regional branding reasons. Consolidating these operations would streamline production and reduce unnecessary overhead. The historical rationale for separation no longer justifies the added complexity.
Peugeot: Maintain
2025 Projected Sales: 850,000 Units
Peugeot is a key revenue driver for Stellantis, consistently selling over 1 million vehicles annually. Its strong presence in Europe and established brand recognition guarantee its continued importance within the portfolio. No significant changes are needed.
Ram: Maintain
2025 Projected Sales: 400,000 Units
Ram’s spinoff from Dodge in 2009 has proven successful. With over 370,000 pickups sold in 2024 and further growth expected, Ram is a cornerstone of Stellantis’s North American strategy. The brand’s expansion into SUVs solidifies its long-term viability.
Conclusion
Stellantis’s future success depends on ruthless efficiency. Brands like Jeep, Peugeot, and Ram are secure, while others require drastic action. Absorbing Abarth and DS into Fiat and Citroen, respectively, will eliminate redundancies. Selling Lancia and Maserati will free up resources for more promising ventures. Streamlining Opel/Vauxhall will consolidate operations. These decisions, though difficult, are essential for Stellantis to remain competitive in the evolving automotive landscape.
