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New Delhi: Stellantis have a vast portfolio of 14 iconic automotive brands, but managing has been a task for them. In Europe, this lineup includes Alfa Romeo, Maserati, Fiat, Abarth, Lancia, Citroën, Peugeot, DS Automobiles, Opel, and Vauxhall. In the American side of the Pacific, the brands include Jeep, Chrysler, Dodge and Ram.
Some of these are underperforming at a heavy magnitude, and rumours are flying about trimming the lineup in some possible way. While former Stellantis CEO Carlos Tavares kept all 14 brands during his tenure at the top of the office. However, his successor might not be interested in keeping all 14 brands.
Reuters cited that their sources familiar with the situation have claimed that Antonio Filosa is at present “assessing all 14 brands’ long-term viability”. Insiders have also told the news agency that retiring certain brands is in discussion with some European marques being at most risk. The conglomeration has a problem on that side of the pool with overlapping brands taking on the same segment of the market.
Of course, the sales numbers give a good view into which brands are in trouble. The recent figures from the European Automobile Manufacturers’ Association (ACEA) indicate that several Stellantis brands are struggling. As of October 2025, DS Automobiles showed a 21.2 per cent decline in registrations to 25,195 units, which is about 0.2 per cent market share. Lancia, grouped with Chrysler in the data, saw an even steeper fall of 68.3 per cent, with registrations falling to 9,844 vehicles, which is just 0.1 per cent of total regional sales.
Maserati is grouped with Dodge and Ram, where the registrations have dropped 17.1 per cent to 3,538 with a market share of less than 0.1 per cent. Stellantis have obviously constantly refuted the claims. Recently, they announced a closer collaboration with Alfa Romeo to achieve better economies of scale.
In comparison, Stellantis’ bigger brands are performing much better. Peugeot delivered 469,322 vehicles in the first ten months of the year, which is a 5.2 per cent market share. Citroen followed with 276,641 registrations, making for 3.1 per cent of the market. Opel and Vauxhall were close behind, jointly recording 263,659 units and taking 2.9 per cent of Europe’s overall automotive market.
Alfa Romeo outperformed Lancia and DS Automobiles combined, posting sales of 47,699 units and taking a 0.5 per cent market share. Abarth does not appear as a standalone brand in the data, as its numbers account for Fiat, which saw sales decline by 13.4 per cent to 222,375 vehicles.
It is too early to have a solid comment on the future of the 14 brands, but even if it drops a brand, it is likely to have more marques than Volkswagen Group. The German brand under its wings has the VW core brand, Skoda, Cupra, SEAT, Audi, Lamborghini, Bentley, Ducati, VW Commercial Vehicles, and part of Bugatti.
