On the Dash:
- Stellantis enters NADA with a reset strategy centered on hybrids, ICE, and dealer collaboration.
- Leadership changes and late-2025 sales momentum have improved dealer confidence.
- Significant U.S. investment and product expansion aim to restore competitiveness in key segments.
Stellantis retailers are arriving at this year’s NADA Show with renewed optimism as the automaker focuses on dealer collaboration, product strategy, and market-driven demand.
After a turbulent period following the departure of former CEO Carlos Tavares, Stellantis, under the leadership of Antonio Filosa, is targeting 2026 as a pivotal year for a turnaround, according to Automotive News. Filosa has emphasized the importance of listening to customers and dealers while aligning the company’s strategy with current market trends.
The company’s product and powertrain approach reflects this shift. For instance, plug-in hybrids have been deprioritized in favor of conventional hybrids, and plans for EVs have been scaled back to better align with consumer demand. In addition, internal combustion engines are regaining focus, including the return of the 5.7-liter Hemi engine, and the Street and Racing Technology (SRT) performance unit has been revived to enhance brand identity and boost showroom traffic.
Stellantis is also pursuing a multi-energy strategy that encompasses hybrids, battery-electric vehicles, and range-extended electric options. The 2026 Jeep Cherokee will debut as a hybrid, while the Jeep Grand Wagoneer and Ram 1500 will feature range-extended electric variants. Moreover, U.S. production is set to expand, which is supported by a planned $13 billion investment that includes a new Ram SUV and a midsize pickup truck.
Despite ending 2025 with a seventh consecutive annual sales decline of 3.5% (just under 1.3 million vehicles), there was improved momentum in the latter half of the year. Meanwhile, Jeep experienced a 1% sales increase after six years of declines, and Ram 1500 sales surged by 23% in the fourth quarter following the Hemi’s return.
Dealer sentiment is on the rise as the company works to strengthen its operations and rebuild trust. Evidence of this improvement is seen in the Stellantis National Dealer Council leadership, noting progress in mending relationships, alongside retailers reporting healthier inventory mixes.
At NADA 2026, Stellantis plans to reinforce a message of collaboration and growth, positioning dealers as central partners in its turnaround strategy and the ongoing effort to align products with evolving consumer demand.
