The Formation Of Stellantis Is Paying Off For Its 14 Brands

Industry News / 9 Comments

Some brands have been more successful than others, though.

According to Stellantis' North American COO, Mark Stewart, all 14 brands have been performing well since the merger. The merger between Fiat Chrysler Automobiles and the PSA Group, first announced in 2019, resulted in the formation of Stellantis in early 2021 as the mothership overseeing 14 different brands.

Stewart said all the brands had a chance of survival at the Automotive News Congress in Detroit. "Everybody's got a fighting chance, and everybody is performing, which is great," said Stewart.

By now, it's well known that each brand has been given 10 years to develop and implement a new business plan. And although Stellantis' brands are moving forward, some are moving faster than others. We also know that Stellantis is on a mission to introduce more than 25 fully electric vehicles in the US by 2030.

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"Obviously, we've had a lot of different names over the years, but we are a house of 14 brands. And what's incredible about bringing the brands together, it's just that they're highly differentiated brands," Stewart explained.

One of the biggest success stories is Ram. The American brand is late to the EV party because it chose a different route than Rivian and Ford. As CarBuzz found out from Ram's CEO, Mike Koval, earlier this year, this is by design. Ram hosted a series of Real Talk conversations with clients and held back to see what pitfalls an EV truck would present.

By waiting, Ram hopes to hit it out of the park with the 1500 EV.

2024 Ram 1500 EV Front Angle View CarBuzz

"We are later to the party, obviously, than everybody else," said Stewart. "We're about two years behind putting [the Ram EV] into the marketplace compared to others. What is critical is that we come in with leadership."

Another highlight, according to Stewart, is Chrysler. Before the merger, and arguably after it, Chrysler was in bad shape. The only highlight in its range is the Pacifica and one final call 300C that sold out in less than 12 hours.

But now Chrysler has an electric future with the Airflow Concept, one of the 25 previously-mentioned electric vehicles expected. Even Alfa Romeo and Fiat/Abarth have a future in the USA, with the latter currently busy developing a 500e specifically for the American market. Alfa's new Tonale will begin arriving in the USA early in the new year, and it at least has a viable plan going forward.

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Jeep and Dodge also deserve a special mention. The Wrangler 4xe has been a smash hit, and the future looks bright. Dodge is ridding itself of V8s but will have a tough time convincing the average American that muscle cars and electricity can coexist peacefully.

The only odd one out is Lancia, which doesn't currently exist in the American market. The Stellantis merger is 22 months in, meaning there are roughly eight years left to develop an executable plan. So far, the once-brilliant Italian brand has launched a car without wheels.

"Everybody has a personality on the brand side, and to be able to fit in different parts of the market without clashing into each other, people are like, 'Oh my gosh, how can you feed 14 children?'" said Stewart.

It turns out that, for the most part, Stellantis has made a success of the merger, and the next decade will be exciting to watch.

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Source Credits: Automotive News

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