The End of the Road for Some Stellantis Brands: Maserati and Alfa Romeo to Be Axed

According to Motor1, Stellantis is likely to streamline its portfolio of automotive brands. The automotive giant currently boasts an impressive roster of 14 diverse brands, including well-known names such as Citroen, Fiat, Opel/Vauxhall, Peugeot, Abarth, Ram, Dodge, Chrysler, Jeep, Lancia, DS Automobiles, Alfa Romeo, and Maserati. Stellantis was formed in 2021 through the merger of PSA Group and Fiat Chrysler Automobiles.

Carlos Tavares, CEO of Stellantis, has previously stated in an interview with Reuters that any brands failing to turn a profit for the group will eventually be discontinued. “If any car brand doesn’t make money, we will shut it,” Tavares asserted.

Stellantis boasts an extensive portfolio of 14 automotive brands. Image: Stellantis

While Tavares refrained from naming any specific brands facing the chopping block, some are considered more at risk than others. Reuters cited experts’ opinions suggesting that Stellantis might attempt to sell Maserati while discontinuing Lancia or DS. However, these remain speculations at this point.

On the other hand, several brands are deemed safer due to their relatively larger scale, including Fiat, Opel/Vauxhall, Peugeot, Citroen, Jeep, and Ram. The fate of Alfa Romeo, Dodge, and Chrysler, however, remains uncertain. Motor1 notes the challenge in determining whether Stellantis will retain both Dodge and Chrysler.

Chrysler currently offers only the Pacifica in its lineup after discontinuing the 300C sedan last year. The future of Dodge and Chrysler within Stellantis remains a question mark.

The future of Dodge and Chrysler within Stellantis is uncertain. Image: Dodge

Motor1 also highlights that, at the time of the merger’s completion three years ago, Tavares committed to investing in all 14 Stellantis brands for a decade. Stellantis is currently the world’s fourth-largest automotive manufacturer, but managing such a vast portfolio of brands has proven challenging, especially with the increasing competitiveness in the automotive industry.

Stellantis’ net revenue for the first half of the year decreased by 14%, while net profit was 48% lower than the previous year. In North America, Stellantis’ sales declined by 18% compared to the first half of 2023, attributed to the discontinuation of four models: Dodge Charger, Dodge Challenger, Jeep Renegade, and Jeep Cherokee. Ram 1500 sales also dipped due to the model’s mid-life cycle update.

In Europe and South America, Stellantis’ sales dropped by 6%. In the Middle East and Africa, however, sales grew by 3%, largely thanks to a threefold increase in Fiat’s sales.