Under a plan to be unveiled in mid-May, Stellantis will reportedly focus most of its funding and energy on four core brands: Fiat, Peugeot, Jeep and Ram.
At present funding is split fairly equitably between the 12 to 14 brands — Alfa Romeo, Fiat/Abarth, Lancia, Maserati, Peugeot, Citroen, Opel/Vauxhall, DS, Jeep, Ram, Dodge, and Chrysler — that are currently actively run by Stellantis.
Sources have told Reuters the new strategy devised by Stellantis CEO Antonio Filosa will see the non-core brands, such as Citroen, Opel/Vauxhall and Alfa Romeo, relegated to national or regional markets in which they are already strong or have good potential.
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These non-core brands will reportedly build models based on the technology and platforms developed for the central marques. Brands will maintain their identities through unique interior and exterior styling features, as well as individual handling characteristics. Rebadging models for specific markets is being investigated.
It should be noted Stellantis already develops all of its models from just a few common platforms, with marques sharing practically all of their drivetrains and underlying technology.
The plan reportedly has the support of the automaker’s major stakeholders, including Exor, the holding company controlled by the Agnelli family that founded Fiat and which holds 15.5 per cent of Stellantis common stock. The Peugeot family are also major shareholders with 7.7 per cent.
Peugeot has a strong presence in Europe, especially France, as well as Latin America and Africa. While Fiat’s share of the Italian market continues to shrink alarmingly, it still does well in Türkiye and Brazil.
Thanks to its 1500 ute, Ram has a healthy market share in the US and, more importantly, plump profit margins. Although Jeep is in a slump right now, it is the only truly global mainstream brand in the entire Stellantis portfolio.
According to numbers collated by Reuters, Stellantis sold 1.9 million vehicles in Europe and 1.3 million in the US in 2025. In Europe, Peugeot accounted for 34 per cent of sales, followed by Opel/Vauxhall (21 per cent), Citroen (19 per cent), and Fiat (14 per cent).
Stateside, Jeep is responsible for 47 per cent of sales ahead of Ram (34 per cent), Chrysler (10 per cent), and Dodge (8 per cent).
Apart from improving the company’s focus, the new plan is hoping to reverse the company’s sales slide. Thanks partially to the rise of Chinese brands, the automaker’s European market share has fallen from 20.2 per in 2021 to just 14.3 per cent in 2025.
Across the Atlantic, where Chinese automakers are effectively barred from playing ball, the company’s share has dropped from 12.0 to 7.7 per cent in the same timeframe.
Stellantis was created in 2021 when PSA Peugeot-Citroen merged with Fiat Chrysler. Headed by PSA’s CEO Carlos Tavares, Stellantis gave each of its brands funding and 10 years to reinvigorate themselves.
Some, such as Lancia and Chrysler, had aging lineups that were only one or two models strong. Others, like Maserati, DS and Alfa Romeo, were struggling with sales and profitability.
The new plan reportedly saves these brands from the axe, but we don’t know if there are conditions or targets that need to be met for their continued existence.
In 2025 Stellantis lost €22.3 billion (A$37bn) in 2025 primarily due to costs related to its electric vehicle and plug-in hybrid push, and subsequent pivot back towards petrol engines and extended range EVs (EREV).
