Stellantis To Review The Future Of Its 14 Brands By 2026, Says CEO Tavares

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Recoil42@reddit

Alfa's one of the only premium brands Stellantis has, they need to keep it safe.

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Oh_ffs_seriously@reddit

Opel

The second best selling Stellantis brand in Europe? That Opel?

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Yep, that Opel. The one which mostly does not exist outside of Europe, and sells (almost entirely?) rebadges within Europe. To be clear, I think Opel is safe-ish, but a strategy of folding it into Citroen or Peugeot is certainly a possibility to me.

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V8-Turbo-Hybrid@reddit

Alfa Romeo has had strong diehard fanbase if you compare other STLA members. They’re more safe.

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poopoomergency4@reddit

even with a fairly weak-selling current product line, there's a lot of things you can do with the alfa brand.

at the very least, they're safer than chrysler, where their one product (that's due for a refresh anyway) could be absorbed into dodge.

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QuestionTop8210@reddit

I would actually be more concerned about Maserati as supposedly they are less profitable than Alfa despite selling more cars. Although I do think discontinuing the FCA era Maseratis (Ghibli Levante and Quattroporte) is a step in the right direction as those cars tarnished the brand's reputation especially among enthusiasts. The new Grecale and Gran Turismo are actually very very nice cars and just need better marketing and people who have fuck you money will be right at the dealer paying the extra price for the Maserati badge.

Either way though Stellantis needs to have a premium brand with high margins and Maserati / Alfa Romeo fit that criteria and they can definitely coexist, with Alfa being more of a BMW style competitor and capturing the lower market while retaining Maseratis Halo image and only capturing the top high end market with cars such as the current Gran Turismo, MC20, and next gen Quattroporte whenever it comes out as it would be a bit of an insult to the Maserati badge to have a brand new 40k sedan like the Giulia.

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poopoomergency4@reddit

i think that ideally, instead of sharing parts with the down-market products, the future of alfa + maserati is designing & sharing higher-end parts between eachother.

that way you're still splitting up the R&D to be efficient, but the overall feel of the product actually fits its price point the same way the germans do.

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BioDriver@reddit

I hope so. I love my Giulia and want a GTV as a project car, so losing support would suck out loud

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Dazzling-Rooster2103@reddit

The Giulia went from a $50k delta between the lowest and highest trim, and now it's down to $10k...

There is not much you can option on them.

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NCSUGrad2012@reddit

I mean Chrysler has two offerings, what's even the point? Lol

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Lilmumblecrapper@reddit

They’ve been flaunting the Airflow, fingers crossed they even get a chance

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mishap1@reddit

What's the 2nd offering? The Voyager? 300 production ended last year.

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Hirsuitism@reddit

IPacifica and Pacifica PHEV. Moot point if you ask me

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rakster@reddit

I guess selling hundred thousand units a year means nothing...

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Hirsuitism@reddit

I meant counting them as two different models

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rakster@reddit

Agree since it was originally a dodge caravan

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dinkygoat@reddit

Kill any "Premium" (Alfa, Masarati) brands, the company has a track record of failing in this space. Just make volume cars and be happy. Some of the volume brands are redundant (Vauxhall to Opel, and Citoren to Peugeot), and performance trim levels (Abarth, DS) don't need to be their own brands. Lancia and Chrysler are overdue for a mercy killing. I would like to see Fiat, Peugeot and Opel carry on as while they definitely play in the same market, they do have distinct styles and brand identity (as well as regional preferences around the EU and globally for one or the other) that it could be fine - maybe just focus on creating a little more separation between them.

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QuestionTop8210@reddit

It seems rather simple to be honest. The US only needs these 4, Dodge and Jeep, with Maserati and Alfa Romeo. Throw RAM back into Dodge, Jeep is obvious, Fiat unfortunately has no place here as Americans don't like small cars, Maserati and Alfa Romeo are their premium and Halo brands that can have high profit margin per unit vehicle sold if they just expand the lineup a bit more and invest a ton in marketing. Chrysler I would love to see them thrive but the brand hasn't stood for anything for decades now.

As for the European side of things, Lancia can go as you already have Fiat, DS can go as it makes zero sense when Citroen is already the weird quirky French brand, Opel and Vauxhall absolutely need to go when you already have Peugeot, Fiat, and Citroen. And I'm not sure why they consider Abarth as it's own brand when it's really just Fiat's tuning division.

Boom, down to 7 brands instead of 14.

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ImRinKagamine@reddit

Ain't DS the luxurious brand of Citroen?

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QuestionTop8210@reddit

supposedly yes but Citroen was already the more premium and cool version of Peugeots and has been for decades. And there is already Alfa and Maserati for premium brands. See the redundancy?

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Capri280@reddit

Citroen was already the more premium and cool version of Peugeots and has been for decades

The other way around actually, Citroens were slightly downmarket Peugeots which was why DS was spun off in the first place as it muddied the waters

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0rpheu@reddit

Lancia can go

This makes me so sad... To see such an iconic brand that shaped rally go this way is tragic.

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QuestionTop8210@reddit

I agree. But Lancia is currently the same fate as Chrysler. Hasn't made anything special for decades and has had no brand identity. So bad to the point where they literally rebadged Chryslers (Lancia Thema being a Chrysler 300) because they had no other cars to offer.

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sjadowcrash@reddit

Bring back the eagle talon

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Car-face@reddit

THey've gone back and forth with this - first it was 10 years (end of the decade) then it was they'd have to prove their worth in the next couple of years, then it was 10 years again - now it's 2026.

I assume this is because they've realised that they've already had a bunch of dead wood for the past half a decade, and just having them sit around doing SFA costing them money for another 5 years will drag them down.

Let's be honest, if they don't already have a solid strategy today for some of these brands, they shouldn't even last to 2026.

Lancia have a couple of new models, but ultimately it's not enough to sustain a range.

Same with Chrysler - if they're valuable enough to contribute, customers should be knocking down the door for the last decade to get their hands on a Chrysler, instead of not really caring they only sell one car.

Concepts of what they might make one day aren't enough - they should have had a solid strategy by now if they were supposed to add value, and clearly that hasn't happened.

Have a wake, throw some flowers, bury them. If and when they have a solid proposition, exhume them, but don't just slap 12 badges on the same car because "we have these brands".

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Latios19@reddit

He said they were possibly getting rid of some brands, then he said that’s not true that they will keep the brands, now they reconfirm they’re going to eventually reduce brands because they don’t make money. 🤯

I’m not an expert, but is it too hard to rescue a dying brand? Maybe by selling it to investors? For example, the Chrysler, RAM, and Jeep brands will for sure have more than one US investor to purchase them and bring them back to life!

This is very scary for many because imagine how many jobs will be affected and of course customers. Hard times!

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KingMario05@reddit

I'd love that, but the only ones who'd bother have no cash to speak of, and even less experience. If a Mopar brand is sold, it'll be to a foreign company looking to deepen and/or enter with their North American ops. That rules out GM and probably Ford, and a Chinese acquisition would be shot down instantaneously. Japan, maybe? Not like Toyota running Dodge/Ram could be any worse than it is now...

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franksandbeans911@reddit

Yeah, the worst part about brands dying is the supply chain they take down with them. Factory and aftermarket parts, warehouses, installers/repairmen, everything tanks. I mean, look at Detroit. Used to be a real gem back in the day, but after the brands died, the city did too.

But I will still give credit where it's due. The Detroit airport is pretty nice.

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ImHealingU@reddit

Chrysler should not be canceled, it has an insane amount of potential. Restart the brand as the baseline everyman brand with a full lineup of affordable cars and a variety of powertrain options.

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KingMario05@reddit

Same. We love our 300, and would absolutely buy another one if they made it. But I don't think they'll live that long at this rate.

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turboevoluzione@reddit

Tavares to review which brands he ran into the ground

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Viperlite@reddit

Breakup with Chrysler by text.

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superglorious@reddit

It's a classic brand. How about by singing telegram?

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KingMario05@reddit

No, no, it's a legendary brand. Least he can do is email.

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Drzhivago138@reddit

Hopefully that means they're reviewing them right now, and will announce who stays and who goes by 2026.

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Phosphorus444@reddit

I wouldn't be suprised if they're cutting down to Ram, Jeep, and Dodge in USA.

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Chi-Guy86@reddit

Honestly they could probably cut Dodge too.

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probsdriving@reddit

Dodge will be dead as a doornail in about 3-5 years. The mopar boys won’t buy EVs and EV buyers won’t give a shit because it’s woefully uncompetitive.

I don’t see the I6 Charger winning over hearts either.

So dumb.

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Chi-Guy86@reddit

Yup, their whole image was irreverent and loud V8 muscle cars. And to be clear, I like a loud and irreverent V8 muscle car. They are just bound to that image to try to radically alter the formula.

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KingMario05@reddit

I'm open to seeing Dodge try. Problem is, I can't see anyone else joining me.

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Quatro_Leches@reddit

Especially since the i6 chargers are gonna cost more than the v8s of now by a lot

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freezies1234@reddit

Its like they took all their popular models and said, how can we change these in a way that no one likes them? It’s the plot of Major League

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obviouslybait@reddit

I would cut Dodge to be honest, keep Chrysler for the van, since it's actually popular enough and makes money, nothing else should be under Chrysler, or just move the Van to dodge. Jeep needs to stick to models people actually want, and find ways to make the wrangler more affordable.

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strongmanass@reddit

ffs can they get their messaging in order?

July 25: "'If they don't make money, we'll shut them down,' Carlos Tavares told reporters."

September 2: "Stellantis Won’t Kill Or Sell Struggling Brands"

And now this today. Does anyone in Stellantis actually have any idea what their long-term strategy is?

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Famous_Bit_5119@reddit

His long term strategy is to keep everything from falling apart until the day after he cashes his contract payout.

If it falls apart 2 days after, not his problem.

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matthieuC@reddit

Well he does retire in 2026

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KingMario05@reddit

That retirement date should ideally be sooner. A lot sooner.

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JLead722@reddit

Sounds like the global economy to me. And looks like, right now.

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eezyE4free@reddit

** spreads arms ** vehicles…

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KingMario05@reddit

Here we go. Hope Dodge and Chrysler make it out okay, but I dunno if they will.

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xstanloona@reddit

Alfa Romeo = BMW, Lexus, Audi, Cadillac competitor.

Maserati = needs to be the Porsche competitor. This will be hard to overcome, but Porsche seriously needs competition. Looking at you Jaguar. They can be the GT equivalent while still getting some value over other Italian exotics.

Dodge = Chevy, Ford competitor. Dodge needs to reabsorb Ram and stop catering to just performance cars. They need to be the mass-market brand and cater to both EVs and V8s like what Ford/Chevy are doing.

Chrysler = I would just kill this brand. Though Americans are still proud of Mopar, I would keep it as a firm Buick competitor, and I think Stellantis is capable of grabbing any models from Stellantis European brands to market as a Buick competitor.

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uglybushes@reddit

Step one change its name from Stellantis to anything else.

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ParappaTheWrapperr@reddit

If they just adopted Dodge as their whole name they’d be so much better off. Or even Chrysler since all their brands finance via Chrysler capital

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Viperlite@reddit

That’s why I need a name that’s cutting edge, like Cutco or Interslice…

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onetmeuse@reddit

Alfa Romeo = BMW, Lexus, Audi, Cadillac competitor.

Maserati = needs to be the Porsche competitor. This will be hard to overcome, but Porsche seriously needs competition. Looking at you Jaguar. They can be the GT equivalent while still getting some value over other Italian exotics.

Dodge = Chevy, Ford competitor. Dodge needs to reabsorb Ram and stop catering to just performance cars. They need to be the mass-market brand and cater to both EVs and V8s like what Ford/Chevy are doing.

Chrysler = I would just kill this brand. Though Americans are still proud of Mopar, I would keep it as a firm Buick competitor, and I think they're capable of it.

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I_amnotanonion@reddit

I imagine Jeep and Ram are safe. Peugeot is likely safe as well. I would assume they’d keep Fiat for Italy but maybe not elsewhere

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obviouslybait@reddit

Fiat is popular in Europe

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vhs29@reddit

Fiat is the biggest brand by sales in the group, at most they would leave the US market.

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k_dubious@reddit

Counterpoint: the Ram brand has been around for almost 15 years and I still call them “Dodge Rams.”

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Secret_Company@reddit (OP)

Fiat would be kept in South America, they sell very well there, especially Brazil.

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V8-Turbo-Hybrid@reddit

Beside, Exor which is Fiat family would never that their own Fiat brand dropped. Exor is one of biggest STLA shareholders.

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Upbeat_Release3822@reddit

Please put Chrysler out of its misery already. Continue the Pacifica if you must, just make it the Dodge grand caravan again

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Secret_Company@reddit (OP)

It's funny because the stripper model Pacifica is called the Grand Caravan in Canada. It replaced the Voyager.

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Arse_Armageddon@reddit

stripper model Pacifica

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Sir_Sir_ExcuseMe_Sir@reddit

I got really excited for Carlos Tavares to take over, he just seems like a really cool and smart dude. So this is sad to see.

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RafflesEsq@reddit

Someone hand me the keys to Alfa Romeo. I’ll give you a hatchback the size of a Polo in two flavours: 100hp FWD and 250hp 4WD. You’ll also get saloons the same size as the BMW 3 and 5 series from 8 years ago, with an auto as an option for the bigger one, but both available with N/A I4 and V6 only. And there’ll be a rebadged and rebodied MX5 that only comes in N/A I4, with turbochargers shoved firmly up the arses of anyone who asks. Buy enough of them and I’ll consider some wagons.

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PigSlam@reddit

They could combine all of the premium brands into one, then use the old make as model names. Stellantis could sell a Buick tier luxury sedan called the Chrysler. It could have a higher tier convertible called the Maserati. A performance sedan could be called the Alfa Romeo. Toss in some SUVs or crossovers if need be. Add sub models where appropriate, like the Chrysler 1, 2, 3, etc.

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V8-Turbo-Hybrid@reddit

I think they would do their European members first, Euro lineups are actual complex and brands near repeat. Repeat brands are real reason why money losing. I don’t see any reason to see they keeping Lancia and Opel/Vaxhaull in future.

Of corse, Chrysler itself is in death shape. However, I still don’t see they going to drop it in first place because they need Chrysler to sell their European models in America. I highly doubt they can go without it to sell their models in America.

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