All brands are housed under the Stellar Will the umbrella exist by the turn of the millennium?
When PSA Group and Fiat Chrysler merged to form Stellantis in early 2021, then-CEO Carlos Tavares gave the troubled brands ten years to recover.
Mr. Tavares left at the end of 2024 after a dispute with the board, and Antonio Filosa was named his successor in mid-2025.
A source told it Reuters Mr Filosa is currently assessing the long-term viability of the company’s 14 brands (Alfa Romeo, Fiat/Abarth, Lancia, Maserati, Peugeot, Citroen, DS, Opel/Vauxhall, Jeep, Dodge, Ram and Chrysler). It should be noted that Vauxhall is a UK-only reissue of Opel and Abarth only sells heated Fiat models.
However, Mr. Filosa’s first priority appears to be North America, where he has helped bring the Hemi V8 back into the Ram 1500 pickup truck lineup, halted development of the Ram 1500 EV in favor of a range-extender model, restored the SRT performance arm and hinted at new models for Chrysler.
He also abandoned the North American arm’s premium pricing strategy and opted for fleet sales to keep factories running. Both moves contradict his predecessor’s focus on profit margins rather than volume.
It’s not clear when a decision will be made on the automaker’s plethora of brands, but if Mr. Filosa’s short-term strategy proves successful, it could buy the automaker more time to make the decision.
Given that the company’s U.S. dealers sell all four of the company’s North American brands (Ram, Jeep, Dodge and Chrysler) and largely avoid overlap, they appear to be safe from the crisis.
As we noted in our post on the formation of Stellantis in 2021, DS and Lancia are likely to be the two most at risk brands.
The former was launched by the PSA Group when it only owned the mainstream brands Peugeot and Citroen and wanted a luxury brand to steal some sales from BMW, Mercedes-Benz and Co.
Lancia is now positioned as a luxury brand, although the company has sold a single model in the form of the Ypsilon City Hatch for the past decade or more.
The latest figures from the European Automobile Manufacturers Association (ACEA) show Lancia (and Chrysler) sold just 9,837 cars in the year to October, down 68.3 percent from 2024, while DS shifted 24,000 vehicles, down 21.6 percent from last year.
Lancia’s sales have fallen largely because the new Ypsilon is significantly larger and more expensive than the 13-year-old model it replaced.
Despite major investments from the former Fiat Chrysler, Alfa has still not achieved its goal of becoming the Italian BMW. However, Alfa Romeo has sold 47,699 units in Europe so far this year, up 38.6 percent, largely thanks to the launch of the junior compact SUV.
This is roughly on par with other smaller players in the luxury segment such as Lexus (47,866) and Land Rover (44,535).
As DS and Lancia face bankruptcy, speculation continues about the future of Maserati, and rumors of a possible sale are frequent. It’s unclear how many cars Maserati has sold in Europe so far this year, but the combined grouping of Dodge, Maserati and Ram has posted 3,538 sales through October, down 17.1 percent.
Among Stellantis Europe’s mainstream brands, Citroen and Fiat are located in the down-market space, with the latter focusing mainly on smaller models and the Latin American market, while Peugeot and Opel/Vauxhall have different geographical strengths.
MORE: Stellantis – Everything you need to know
