{"id":36860,"date":"2025-02-25T11:54:22","date_gmt":"2025-02-25T10:54:22","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=36860"},"modified":"2025-02-25T11:54:27","modified_gmt":"2025-02-25T10:54:27","slug":"alfa-romeo-and-lancia-vulnerable-the-next-stellantis-ceo-must-be-ready-to-make-strong-decisions","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/alfa-romeo-et-lancia-vulnerables-le-prochain-dg-de-stellantis-doit-etre-pret-a-prendre-des-decisions-fortes\/","title":{"rendered":"Alfa Romeo and Lancia vulnerable: \"the next CEO of Stellantis must be ready to take strong decisions\"."},"content":{"rendered":"
\"\"
John Elkann, President of Stellantis. Photo Italpassion<\/figcaption><\/figure>\n\n\n\n

The search for a new general manager for Stellantis<\/a> is much more than just a leadership transition, it could redefine the future of some of the Group's brands, including premium brands Alfa Romeo, DS and Lancia.<\/strong> While John Elkann, Chairman of Stellantis, is in discussions with candidates for this key position, many shareholders expect the future CEO to be able to determine which brands from Stellantis' extensive portfolio of 14 brands will be viable in the long term.<\/strong><\/p>\n\n\n\n

Stellantis, born of the merger of Fiat-Chrysler and PSA in 2021, has the largest portfolio of brands in the global automotive sector. However, this diversity raises a dilemma. While brands such as Jeep, Ram and Peugeot are well established, others, particularly in the premium segment, are struggling to stand out. Alfa Romeo, DS and Lancia are among the most vulnerable brands, particularly on the European market, where they hold derisory market shares. <\/strong>In 2024, Alfa Romeo and Lancia together accounted for just 0.6 % of the European market, a far cry from giants like Audi, Mercedes or BMW.<\/p>\n\n\n\n

Portfolio rationalization, as suggested by several analysts, <\/strong>is becoming an increasingly plausible option for simplifying Stellantis' operations. According to experts at Oliver Wyman, the Group's premium brands could be particularly exposed. Alfa Romeo, with models such as the Stelvio and Giulia, DS and Lancia, risk becoming niche brands. The heritage and strong identities of these brands are undeniable, but their current performance is no longer sufficient to guarantee their future.<\/strong><\/p>\n\n\n\n

Alfa Romeo: a niche brand<\/h2>\n\n\n\n

For Alfa Romeo<\/a>Year after year, the brand has become a niche player. <\/strong>Despite the Tonale, a compact SUV designed to boost sales, launched in 2022, followed by a Junior in 2024, sales have plateaued at just over 60,000 units. A figure that declines year after year. The goal of selling more than 100,000 units a year seems remote.<\/p>\n\n\n\n

\"\"
Alfa Romeo sales figures since 2010<\/figcaption><\/figure>\n\n\n\n

The Junior finally gets off to a good start<\/a> but it remains specific to the European market. Tonale sales are running out of steam (an update is scheduled for mid-2025<\/a>), and the Stelvio and Giulia will be replaced in the short term by 100 % electric models, pending hybrid versions, which cannot guarantee their success.<\/p>\n\n\n\n

Lancia: a difficult renaissance<\/h2>\n\n\n\n

Lancia<\/a>which has long been the pride of the Italian automotive industry, faces similar challenges. <\/strong>The brand, which has never regained its former glory, remains a shadow of its former self. For years, it survived on a single model marketed mainly in Italy. With just 0.3 % market share in Europe, Lancia is struggling to make a place for itself in the face of fierce premium competition. However, interesting projects are underway. After the Ypsilon in 2024, Lancia plans to unveil a Ypsilon HF in 2025, followed by the Gamma in 2026, a key model that could restore the brand's lustre.<\/p>\n\n\n\n

\"\"
Lancia Ypsilon HF<\/figcaption><\/figure>\n\n\n\n

Yet even with these launches, Lancia's future remains uncertain. The challenge is immense, and Lancia risks becoming a symbol of the past, confined to very limited segments.<\/p>\n\n\n\n

The future CEO's dilemma<\/h2>\n\n\n\n
\"\"
John Elkann, President of Stellantis<\/figcaption><\/figure>\n\n\n\n

John Elkann, President of Stellantis, is attached to Italian brands. And yet, for shareholders, the next CEO of Stellantis will have to make some tough decisions to ensure the Group's long-term future. <\/strong>A source privy to John Elkann's thinking told Reuters that any candidate for Stellantis CEO without a brand vision would not be \"the right choice\".<\/p>\n\n\n\n

The challenge is how to balance the rationalization of the portfolio while preserving brands that still have development potential. The future CEO will also have to address the transition to electrification.<\/strong> and how to reposition these brands to meet the requirements of each market.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":36861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[22,26],"tags":[],"class_list":["post-36860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alfa-romeo","category-lancia","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"\nAlfa Romeo et Lancia vuln\u00e9rables : "le prochain DG de Stellantis doit \u00eatre pr\u00eat \u00e0 prendre des d\u00e9cisions fortes" - ItalPassion<\/title>\n<meta name=\"description\" content=\"John Elkann, pr\u00e9sident de Stellantis. 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