Under a plan to be unveiled in mid-May, Stellar will reportedly focus the majority of its funding and energy on four core brands: Fiat, Peugeot, Jeep and Ram.
Currently, the funds are split fairly evenly 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 operated by Stellantis.
Sources have told Reuters Stellantis CEO Antonio Filosa’s new strategy involves relegating non-core brands such as Citroen, Opel/Vauxhall and Alfa Romeo to national or regional markets where 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 platform developed for the core brands. Brands maintain their identity through unique interior and exterior design features and individual handling characteristics. Rebadging models for specific markets are being investigated.
It should be noted that Stellantis already develops all of its models on just a few common platforms, with the brands sharing virtually all of their powertrains and underlying technologies.
The plan is reportedly supported by the automaker’s key shareholders, including Exor, the holding company controlled by the Agnelli family that founded Fiat and which holds 15.5 percent of Stellantis common shares. The Peugeot family is also a major shareholder with 7.7 percent.
Peugeot has a strong presence in Europe, particularly France, as well as Latin America and Africa. While Fiat’s share of the Italian market continues to shrink worryingly, the company is still doing well in Turkey and Brazil.
Thanks to its 1500 ute, Ram has a healthy market share in the US and, more importantly, fat profit margins. Although Jeep is currently in crisis, it is the only truly global mainstream brand in the entire Stellantis portfolio.
According to information from ReutersStellantis sold 1.9 million vehicles in Europe and 1.3 million in the US in 2025. In Europe, Peugeot accounted for 34 percent of sales, followed by Opel/Vauxhall (21 percent), Citroen (19 percent) and Fiat (14 percent).
In the US, Jeep accounts for 47 percent of sales, ahead of Ram (34 percent), Chrysler (10 percent) and Dodge (8 percent).
The new plan is intended to not only improve the company’s direction but also reverse the company’s declining sales. Thanks in part to the rise of Chinese brands, the automaker’s European market share has fallen from 20.2 percent in 2021 to just 14.3 percent in 2025.
On the other side of the Atlantic, where Chinese automakers are effectively banned from playing, the company’s share fell from 12.0 to 7.7 percent over the same period.
Stellantis was created in 2021 through the merger of PSA Peugeot-Citroen with Fiat Chrysler. Led by PSA CEO Carlos Tavares, Stellantis gave each of its brands funding and ten years to reinvigorate themselves.
Some, like Lancia and Chrysler, had outdated model lines consisting of only one or two models. Others, such as Maserati, DS and Alfa Romeo, have had problems with sales and profitability.
The new plan reportedly saves these brands from bankruptcy, but we don’t know if there are conditions or goals that must be met for their continued existence.
In 2025, Stellantis lost 22.3 billion euros (37 billion Australian dollars), mainly due to costs associated with the introduction of electric vehicles and plug-in hybrids and the subsequent return to gasoline engines and range-extended electric vehicles (EREVs).
