Running Stellantis must undoubtedly be among the most challenging roles in the automotive sector. Managing at least 14 brands globally is no small feat, especially given the potential overlaps between some of these companies. Despite the risks of internal competition, the corporate structure remains unchanged. Stellantis has recently reiterated in a statement that it is not considering divesting any of its brands and remains committed to all 14. This commitment echoes the initial pledge made in 2021 to preserve all 'powerful, iconic brands,' ensuring that names like Lancia, DS Automobiles, Abarth, and others will stay under the Stellantis umbrella until at least the end of the decade.
This declaration from Stellantis comes in response to a recent YouTube video by Walter P. Chrysler's great-grandson, who expressed a desire to see Dodge and Chrysler separated from Stellantis to form a new Chrysler Corporation. However, this idea faces significant hurdles, including the need for substantial investment. Following Stellantis's latest announcement, it appears that both Dodge and Chrysler will remain within the conglomerate.
This renewed long-term commitment from Stellantis comes just a month after the CEO hinted at the possibility of eliminating unprofitable brands. Carlos Tavares stated that any brands losing money would be shut down, as the company cannot sustain unprofitable entities. This statement led to speculation that Maserati might be sold off, and either Lancia or DS Automobiles could be phased out. However, these rumors are now dispelled, as all 14 brands will continue under Stellantis.
Maserati is currently updating its lineup and needs time to demonstrate its value. DS, along with Alfa Romeo and Lancia, is positioned as a 'premium' brand by Stellantis, while Maserati is classified as 'luxury.' DS has struggled since its separation from Citroën in 2014, and many question the rationale behind this move. Similarly, Abarth, which has operated independently since 2007, could have been better utilized as a sporty trim for Fiat models.
The situation in the US is equally complex, with Chrysler now reduced to a single model, the Pacifica minivan, after discontinuing the 300C sedan. Dodge's product range is also limited but has seen some expansion with the introduction of the Hornet, a rebranded Alfa Romeo Tonale. The new Charger offers electric and inline-six options, but the V-8 engine is no longer available. Meanwhile, other brands like Alfa Romeo, Jeep, Ram, Citroën, Fiat, Opel/Vauxhall, and Peugeot are considered too significant to fail, despite facing sales challenges in certain markets.
Beyond these 14 brands, Stellantis holds a 51% stake in Leapmotor International, a joint venture in which it also owns a 20% share. Chinese-made electric vehicles from this venture are set to be exported to Europe, the Middle East & Africa, Asia Pacific, and South America starting from the end of 2024.
