Stellantis Plans to Keep Chrysler and Dodge Brands but Will Focus on Ram and Jeep Because Those Brands are More Successful and Profitable

Stellantis CEO Antonio Filosa just gave Chrysler and Dodge a reprieve of sorts. Stellantis was formed when Fiat Chrysler merged with the European PSA Group. Since then, Jeep and Ram have been the most successful of the four North American brands, with Chrysler and Dodge struggling because of lack of product. Profits from the Ram 1500 and the Jeep Wrangler have kept North American operations afloat.  Poor Chrysler was down to just the Pacifica and Voyager minivans and Dodge had the Durango and more recently, the Hornet and the Dodge Charger multi-energy muscle car. Now, Stellantis has decided to focus most of its investment into four of its brands, Jeep, Ram, Peugeot and Fiat but isn’t killing off the others. 

Investments into Ram and Jeep Going Forward

The news was broken by Reuters out of Europe. According to Reuters, “Stellantis told Reuters that its brands were its strength and stressed its mix of “global scale with deep local roots,” without commenting directly on the planned reorganization.”

According to Reuters, 

“Stellantis will channel the majority of its investment into four brands — Jeep, Ram, Peugeot and Fiat — while relegating the rest of its 14-brand portfolio to regional roles.” 

Stellantis owns Ram, Jeep, Dodge and Chrysler brands that are well known in North America. The company’s other brands include Peugeot, Fiat, Citroen, Opel, Alfa Romeo, DS, Lancia, Maserati and Vauxhall. 

Apparently, the new Stellantis plan is to invest heavily in the four main brands. The other brands will be able to use technology and advancements that were designed for the stronger models. CEO Filosa was pressured by some investors to drop the less profitable names but he has decided to keep the name brands in the markets where they are well known. That is good news for Chrysler and Dodge. Both companies have existed in North America for over a hundred years. Stellantis has tried to sell Fiat and Alfa Romeo vehicles here, but sales have been tepid. Maserati does fairly well in America for an expensive, niche brand. 

Sources told Reuters that “The lower volume brands, which have previously received a more even slice of the internal investment, will become regional or national ones in specific markets where they are already strong or have potential.”

Automakers Struggling to Compete in the Face of Falling EV Sales and Global Chinese Competition

All automakers are attempting to streamline costs in the face of tariffs and looming competition from the Chinese. Stellantis was hit particularly hard because many of their models were assembled in Canada and Mexico. Earlier this year, Stellantis also took a $26 billion dollar loss on its investments into future EVs. Both Canada and Mexico are allowing limited Chinese imports. The U.S. automakers are trying to keep cheaper Chinese vehicles out, but many believe that future imports will be inevitable. 

CEO Filosa Brought In to Save Stellantis

Antonia Filosa was hired to try and get profits back on track. The previous CEO Carlos Tavares tried to generate profit by raising prices on popular vehicles like Jeeps and Ram trucks, but his plans failed miserably, costing the brands sales and market share. Company executives have apologized for the high prices and focused on building more value into recent products. As I have reported, some new 2026 Jeeps are twenty to thirty thousand dollars cheaper than similar 2025 models. 

Filosa reportedly believes that the less successful brands still have potential in some regions or national markets. For example, Citroen and Peugeot are still popular in France. Different brands could rebadge similar vehicles in different markets. A Citroen vehicle could be rebadged as a Chrysler or Dodge for the American market. The Dodge Hornet is a slightly different version of the Alfa Romeo Tonale. Stellantis could be more profitable by reducing its number of platforms. CEO Alan Mulally focused on that strategy when he was restructuring Ford Motor. Fewer platforms could still support different models, but save the company hundreds of millions of dollars. 

Filosa will reportedly present his new business plan in Detroit on May 21st. Thousands of jobs and hundred of dealerships hang in the balance. 

Image by Ram Trucks

About the Author

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin. Follow Mary at @MaryConwayMedia on X  and on Facebook, and send her car news tips for future stories. Mary Conway is an esteemed automotive and business reporter who was inducted into the Michigan Journalism Hall of Fame in 2019. Mary is a member of the Automotive Press Association, Rocky Mountain Automotive Press, Society of Professional Journalists, and NATAS.