For a long time, one phrase hung like a sword of Damocles over the Group's brands Stellantis. Ten years. This is the timeframe set by Carlos Tavares for each brand to prove itself, find its profitability and justify its place in a portfolio that has become one of the most extensive in the global automotive industry. We're halfway there. And in a tense economic climate, the question keeps cropping up: are any of Stellantis' brands in danger of disappearing?
The spectre of Carlos Tavares' 10 years
When Carlos Tavares evoked this ten-year timeframe, the idea was clear: economic rationality had to take precedence. A brand unable to generate value was not destined to survive forever. But in the meantime, the world had changed. Energy crisis, inflation, forced electrification, regulatory reversals on every continent... The rules of the game are no longer those of 2021. The year 2025 is shaping up to be a particularly tricky one for the Group, even if official figures have yet to be released. Above all, Stellantis is in a major transition phase, pending the new industrial plan to be presented by the Group's new CEO, Antonio Filosa, before the end of the first half of 2026.
A clear answer from the CEO of Stellantis Europe
The subject of brands was tackled head-on by Stellantis Europe CEO Emanuele Cappellano in an interview with Top Gear Netherlands. The question was simple: will brands disappear? The answer was unambiguous. No. According to Cappellano, the strategy of giving each brand ten years to prove its worth "hasn't proved very effective", and above all, current circumstances make this reasoning obsolete. Clearly, Stellantis has no plans to sacrifice brands, even if they don't all perform in the same way.
"Every brand succeeds in its own way
Cappellano's phrase made a lasting impression: "All brands are more or less successful in their own way". It was an honest answer, and one that reveals the Group's current philosophy. The image used by the Dutch journalists speaks for itself: that of a parent who loves each of his children differently, even if they don't all shine at the same level. In reality, it would be difficult to claim that all Stellantis brands are at the top of their game. Some struggle to exist, others suffer from unclear positioning or obvious internal competition. But for the group, success is no longer measured solely in terms of volumes or immediate margins.
Assumed cannibalization... and controlled
You only have to look at the European product range to understand why. Citroën, Fiat and Opel often compete for the same customers in generalist segments. A little higher up, Peugeot, Alfa Romeo, DS, Jeep or Lancia operate in an intermediate zone, without being true premium brands. This internal competition is real. But it is based on an accepted industrial model: shared platforms, common technologies and pooled development costs. For example, the Peugeot 2008, Opel Moka, DS3, Jeep Avenger, Fiat 600 and Alfa Romeo Junior are all in the B-SUV segment, using the same components.
The message sent by Stellantis is therefore clear: it's no longer a question of bringing down the weakest, but of holding the whole together. Perhaps the real question is no longer whether certain brands will disappear, but rather how Stellantis will succeed in clarifying their roles, refining their identities and preventing them from stepping too much on each other's toes. The answer will undoubtedly come with Antonio Filosa's industrial plan.
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I wouldn't put Alfa Romeo and Jeep on the same level as Peugeot and DS. Where in their range can you find a 520hp saloon and SUV, a supercar, a vehicle in the same segment as the Jeep Grand Wagoneer?
Conversely, Peugeot and DS don't even offer the equivalent of what you'll find at Volkswagen, Ford, Toyota...
There's something between what we claim to be and what we are: the facts.
If the group wants to go under as a whole, that's the way to go! Frankly, you'd have to be brave or blind to buy a new Stellantis, especially an expensive one (over 40,000 euros is suicidal).
If there are no more reliability problems... Why!?
Now there's the 8-year or 160,000 km warranty.
What's more, the cars are acquired under LDD or LOA.
Unfortunately, 40 k€ isn't even top-of-the-range!
But it's a problem for all automotive groups.
"you have to be brave or blind to buy new Stellantis" ;(
Not all too clever reasoning given the Group sells over 5 mio units annually. Which means you verbally harress a lot of people. On top of that, 'Stellantis' is not a curseword but a Dutch Holding. In that Holding 14 labels. A Cherokee has nothing to do with a 208 and vv, a Grecale nothing with a Dodge.
Ich bin seit 30 Jahren Alfa Romeo Händler und muss feststellen das man in den letzten Jahren immer mehr versucht Alfa Romeo mit anderen Marken zu vereinheitlichen das kommt auch bei den Kunden nicht gut an und Schaft nur interne Konkurrenz . Alfa Romeo soll und war noch nie eine Voluminöse Marke . Qualität aller Alfa Modelle Allah Giulia -Stelvio und maximal mit andern Sportlichen Marken in verschiedenen Klassen vermarkten .
Alfa Romeo hat endlich verstanden, dass man die Plattform Giorgio Evo nutzen muss, in die eine Milliarde investiert wurde. Sie ist zwar teurer, aber aus gutem Grund. Sie bietet das, was STLA Large nicht bieten kann: ein einzigartiges Erlebnis.
So much the better if there's no brand disappearance expected in the short/medium term 🙂
Ich fahre Alfa seit mehr als 50 Jahren und habe dafür manchen Leidensweg beschritten. Rost und höhere Werkstattkosten sind zuletzt besser geworden.
I'm Vergleich zu Audi oder BMW waren die Wagen dann wenigstens etwas preiswerter in der Anschaffung .
Ein 520 PS Auto kann ich mir nicht leisten und sicher auch kein Massenprodukt.
Das sieht man jetzt gerade auch bei Alfa, die Marke lebt zur Zeit vom kleinsten Modell.
Einen SUV brauche ich nicht, also was bietet Alfa mir? Nichts!
Also fahre ich meinen spider 916 weiter und als day Driver einen Golf!
Der Jeep Grand Cherokee sollt ihr weiterhin als Diesel mit V6 anbieten. Schaut euch die Zulassungszahlen von 2017,18,19 an.Den Elektroschrott mit 2 Liter Maschine kauft doch keiner. Die Konkurrenz macht alles richtig was ihr falsch macht. Kunden wechseln zu BMW,Landrover, Audi.....
Frankly, lumping Alfa Romeo in with Peugeot is shocking.
Not so long ago, Alfa Romeo needed to become a premium brand to compete with Audi or BMW. The Giulia and Stelvio are at least at the same level, with excellent finishes and exceptional chassis. On the other hand, I find it hard to see what's premium about the Junior.
Lancia is also more premium than Peugeot, with very good finishes for the Ypsilon.
Talk of the "intermediate zone" for Alfa Romeo and Lancia is nonsense, unless you want to devalue them by using some kind of materials to save money.
This is Stellantis' current and real positioning: on the one hand, low-cost Fiat/Citroen, everything else premium and Maserati luxury. The reality is there for the moment, which is why I gave the example of the Junior, 2008, etc.. You can't stop at one line.
I understand because the Junior isn't premium, with too many ordinary plastics on the dashboard. The Giulia and Stelvio (apart from the multimedia system, which is a little dated) have moved upmarket in terms of finish, but by using cheap plastics borrowed from Peugeots, Alfa Romeo is no longer premium with the Junior. On the other hand, the Lancia Ypsilon makes an effort, and I find it well finished.
Alfa Romeo can't compete with BMW and Audi using ordinary materials.
Yes, in fact, it's all quite a "detail", because whether it's the Ypsilon or the Junior, we're still talking about cars that are very strongly derived from generalist models. Where's the real added value? Buy an X1 and it's BMW World. Buy a Junior and ... Alfa still exists? Worse with Lancia...
Stan - you seem to forget that pre-STLA Alfa Romeop was on a road to nowhere. It's thanks to the illuminating strategy of the great Tavares and Elkann AR has product development.
Alfa Romeo, era, és y será siempre una marca premium, ha luchado incansablemente para tener unos clientes que comprend coches con alma y es la única que los tiene, conducir un Alfa es un placer y verlos pasar con dijo el señor Ford es para quitarse el sombrero, está claro que si no lo tienes no lo sabes.
Größter Gewinner wird, dank des mercosurs- Abkommens, tchaina. Byd & konsorten werden die EU mit ihren E-Fahrzeugen überschwemmen (Dank Brasilien, Argentinien und anderen latinos) . Ohne über Ungarn Spanien Türkei und osteurop. Ländern zu reden.