Stellantis is making significant changes to turn its U.S. business around after a tough 2024 and the departure of CEO Carlos Tavares. The automaker is focusing on bringing back popular models, revamping its strategy, and repairing relationships with dealers.
The following changes include:
- Jeep Cherokee revival: The Cherokee, which once accounted for 17% of Jeep’s annual sales, will be replaced by a new midsize SUV.
- Gas-powered Dodge Charger returns: Dodge is bringing back its iconic muscle car to win back enthusiasts.
- Ram pivots on electric trucks: Plans for an all-electric pickup have been paused. Instead, Ram will offer a hybrid truck with a gas backup.
Under former CEO Carlos Tavares, Stellantis focused on cutting costs and keeping prices high, but its sales suffered. The company’s U.S. market share also dropped from 12.5% in 2020 to 8% last year. Now, to win back customers, Stellantis is prioritizing affordability and offering better deals. Additionally, the automaker’s chairman, John Elkann, has taken the lead of an executive committee to help manage the business.
New leadership, new direction
However, Antonio Filosa, Stellantis’s North America COO, is leading the charge with key changes:
- Returning leaders: Tim Kuniskis, a veteran executive, is back to head the Ram brand and is prioritizing models that resonate with buyers.
- Dealer focus: Stellantis is rebuilding its relationships with dealers by offering better incentives and promotions.
Moreover, dealers are already seeing a difference. Ralph Mahalak, a Stellantis dealer in Michigan, expects a 37% boost in sales for 2025.
Chrysler’s uncertain future
While Jeep, Dodge, and Ram are gaining momentum, Chrysler’s future remains unclear. The brand currently offers only two minivan models. Plans for a new crossover and refreshed Pacifica in 2026 are underway, but its EV strategy is on hold.
Nevertheless, By addressing past missteps and focusing on iconic American brands, Stellantis hopes to make 2025 a year of growth and renewed success.
