On the sidelines of the Detroit Auto Show, the CEO of StellantisAntonio Filosa, delivered a speech eagerly awaited by the American financial markets. Behind the reassuring formulas on strategy and execution, one strong idea stands out: the Group's brand portfolio could be profoundly reorganized in the United States, even if it means doing without certain Italian brands.
2026, the year of truth for Stellantis
Appointed CEO last spring, Antonio Filosa made no attempt to disguise the urgency of the situation. In front of investors, he described 2026 as "the year of execution", when Stellantis will finally have to turn promises into concrete results. The Group, born of the merger between FCA and PSA, is emerging from several difficult years in North America, marked by falling volumes and market share. The figures are stark: between 2021 and 2024, Stellantis sales in the United States fell by 27 %, dropping the group from fourth to sixth place in the market.
The United States as a priority
In his speech in Detroit, Filosa confirmed an assertive refocusing on the most profitable brands and those most recognized by American customers: Jeep and Ram. This choice is accompanied by a change of tone on electric vehicles, with a more pragmatic approach than that taken by former CEO Carlos Tavares. Without denying the energy transition, Stellantis now wishes to align itself more closely with the real demand of the American market, still largely dominated by combustion engines and hybrids. The aim is also to respond to a central problem: the average price of new cars in the USA, now close to $50,000.
More affordable models
One of the pillars of the new plan is affordability. Filosa spoke of a veritable price "reset" and the possible arrival of new models under the $30,000 mark. A mid-size Ram pickup has already been confirmed for 2026, while the project for a $25,000 electric Jeep, imagined during the Tavares era, now seems to have been abandoned. This product and price refocusing mechanically implies a rationalization of the offering. And it's precisely at this point that the question of Italian brands resurfaces.
Fiat and Alfa Romeo in the hot seat
When asked about the future of the brand portfolio, Filosa did not rule out a regional refocusing, explicitly citing Fiat and Alfa Romeo as struggling brands in the US. The information was confirmed by CNBC, which reports that the CEO is considering a reduction or geographical reorganization of underperforming brands. Figures for 2025 lend weight to this hypothesis. Alfa Romeo registered just 5,652 vehicles in the United States, down 36 %. Once the brand's second-largest market, the country is now just the fourth-largest in the world. With no major news expected before 2027, apart from a restyled Tonale, the situation shows no sign of improving in the short term.
The situation is even more delicate for Fiat. In 2025, the brand recorded just 1,321 registrations in the USA, an almost symbolic volume. The launch of the electric Fiat 500, produced at Mirafiori and pushed by the former management, was a resounding failure. Apart from the 500, the Fiat range no longer corresponds to the expectations of the American market, dominated by SUVs and large vehicles. And the fact that see Fiat looking to import Topolino makes you smile...
Rational rather than ideological choices
Filosa was careful to point out, however, that Stellantis wishes to "remain united". The idea is not to dismantle the group, but to adapt its presence to local realities. In an American market under pressure, concentrating investments on Jeep and Ram appears to be a rational rather than an ideological choice. The next capital markets day, expected between now and June, will be decisive. It will have to clarify whether Fiat and Alfa Romeo will maintain a presence, however small, in the United States, or whether Stellantis will gradually withdraw its Italian brands from the North American market. One thing is certain: for Antonio Filosa, 2026 will not be the year of half-measures.
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Then there's Jeep, Ram and Dodge. And in particular the Charger and Challenger, worthy heirs to the MOPAR muscle cars of the Chrysler Group's heyday!
Indeed, it is wise to withdraw Alfa and Fiat, whose ranges no longer correspond at all to American tastes, and on the other hand to double down on Maserati, for whom reconquest involves this strategic market in the luxury sector.
At Stellantis, we change our minds like our shirts, we think that the electric Giulia and Stelvio 100% will sell, before belatedly backtracking to the point of having to delay the release of new models, we have an insufficient range for Fiat and Alfa Romeo, we're not renewing the Maserati range either, we don't advertise, and we never know where we're going. A pity, especially as the North American market was not insignificant.
Fiat heeft weinig toegevoegde waarde in Noord Amerika. Alfa als premium niche merk wellicht nog wel bestaansrecht.
Lokaal goedkopere multi merk modellen produceren op een smart car versie van het stellantis medium platform wellicht een idee? Voldoet prima aan de eisen van de consument.