Stellantis has an exceptional portfolio of fourteen brands. But in the current climate, this strength could also become a problem. After a difficult 2025, Antonio Filosa has embarked on a sweeping « reset » of the group with FastLane 2030. And the hierarchy is clear: Fiat, Peugeot, Jeep, and Ram are the priority brands.
For the others, the future is likely to be more regionally focused, with investments that will necessarily be more targeted. The figures for the first half of 2026 clearly show which brands still have a solid commercial foundation… and which ones are becoming difficult to sustain.
| Brand | Sales | Changes in 2026 / 2025 |
|---|---|---|
| Maserati | No official figures | - |
| Lancia | Europe: 6 831 | +5,2 % |
| DS Automobiles | Europe: 13 793 | -19,4 % |
| Alfa Romeo | Europe: 26 370 ; United States: 1,747 | -20.4 % and -45 % |
| Dodge | United States: 44 511 | -6 % |
| Chrysler | United States: 67 133 | +15 % |
| Jeep (Europe / USA) | Europe: 69 981 ; United States: 285,394 | -3.2 % and -1 % |
| Fiat (Europe) | Europe: 193 898 | +28,7 % |
| Citroën (Europe) | Europe: 210 268 | +10,5 % |
| Opel | Europe, including Vauxhall: 228 488 | +11,4 % |
| RAM | United States: 235 332 | +15 % |
| Peugeot | Europe: 345 314 | -5,1 % |
For Lancia and DS, time is running out
This is obviously the case that interests us the most: Lancia remains minuscule. The brand recorded only 6,831 European registrations in the first half of the year, according to data that combines it with Chrysler, despite a 5.2% increase in Q3.
However, Stellantis isn't talking about cuts. On the contrary, Lancia must now be managed more closely with Fiat, just like in its heyday. But after the Lancia Gamma, there is still little clarity regarding the future lineup. If sales figures remain this low through 2028, the very existence of Lancia will inevitably come into question. Arnaud Belloni has just been named the new CEO of Fiat, Abarth, and Lancia, so the decision will likely fall to him.
DS finds itself in a similar situation. With 13,793 cars sold in Europe and a 19.4% decline in Q3, the French premium brand remains far behind Citroën in terms of sales volume. Its alignment with Citroën could gradually transform DS into a sort of luxury line (as it was originally within PSA) rather than a fully independent brand. In fact, Xavier Chardon, Citroën’s current CEO, has also just been named CEO of the DS brand.
Alfa Romeo Is Still a Cause for Concern
The Alfa Romeo situation is probably the most frustrating. The brand sold 26,370 cars in Europe in the first half of the year, a 20.4% decline year-over-year, along with just 1,747 units in the United States, down 45% year-over-year.
L'Alfa Romeo Junior is the only model that is finally boosting Alfa Romeo’s sales volume. The problem lies with the rest of the lineup and, above all, the timeline. The Tonale’s replacement isn’t expected until late 2027, with a market launch likely in 2028. A new Giulietta, meanwhile, could be delayed until 2029. Alfa Romeo therefore still deserves some time, but 2028 could be a critical deadline. Without a rebound in sales, Stellantis will have to ask itself how much further it is reasonable to invest.
Unsurprisingly, 2026 and 2027 will continue to be challenging years for Alfa Romeo, and the upcoming «C-SUV» will absolutely have to succeed to keep the Italian brand afloat. Looking ahead to 2030, the lineup will be limited to the (restyled) Junior, the new Tonale, and a new Giulietta.
Dodge and Chrysler: The American Alfa Romeo?
The comparison with the U.S. market is interesting. Dodge sold only 44,511 cars in the United States in the first half of the year, down 6.%. On a U.S. scale, that’s not much. However, Stellantis appears to have significant ambitions for the brand, with numerous updates to the Dodge Charger and a new GLH that will likely replace the current Dodge Hornet. Chrysler is performing even better, with 67,133 units sold—up 15% year-over-year—despite having an extremely limited lineup. Some future Fiat models could, in fact, be used to rebuild the brand with a rebadged Fiat Grizzly. In other words, low sales volume does not necessarily spell the end for a brand if Stellantis sees a profitable strategy behind it.
What about Maserati?
It would be a mistake to eliminate Maserati solely because of its sales. In our view, a luxury brand doesn’t need tens of thousands of cars to exist: above all, it must be desirable and (highly) profitable. Today, the brand is losing (a lot of) money, but in the luxury sector, things can change very quickly—for better or for worse. Maserati’s product plan will be unveiled by the end of 2026; Stellantis has reiterated that it has no intention of selling the brand and is currently in negotiations with two industrial partners. Stay tuned.
Four Unbeatable Brands
Fiat, Peugeot, Jeep, and Ram, on the other hand, operate on an entirely different scale. Peugeot sold 345,314 cars in Europe, Citroën 210,268, while Fiat sold nearly 194,000 units in Europe (including Abarth) and exceeded 270,000 in Brazil. Jeep maintains a massive presence in the United States with 285,394 units.
And Ram explains why Filosa considers it a priority: 235,332 vehicles in the United States, up 15 %. It’s worth noting that during the previous decade, RAM sold more than 500,000 vehicles per year and even surpassed 700,000 vehicles in 2017.
Stellantis says today that it has no intention of eliminating any brands. But clearly, not all of them will have the same resources going forward. The real shakeout could therefore take place gradually: fewer models, more synergies, and reduced autonomy. In our view, for Lancia, DS, and perhaps Alfa Romeo, 2028 could then become the year of truth.
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