Stellantis Is Still Figuring Out Which of Its 14 Brands to Keep

Stellantis calls its vast portfolio a “constellation of 14 iconic automotive brands,” but managing all of them isn’t easy. In Europe, that constellation includes Alfa Romeo, Fiat, Maserati, Abarth, Lancia, Citroën, Peugeot, DS Automobiles, Opel, and Vauxhall. On the American side, there’s Jeep, Dodge, Chrysler, and Ram. Some are severely underperforming, and there’s constant gossip about trimming the lineup in one way or another.

Former Stellantis CEO Carlos Tavares kept all 14 brands during his four-year tenure at the helm of the conglomerate. However, his successor is allegedly analyzing each and every one to determine whether it has a future under the corporate umbrella. Reuters cites sources familiar with the matter who claim Antonio Filosa is currently “assessing all 14 brand’s long-term viability.”

Insiders told the news agency that retiring certain brands isn’t off the table, and that some European marques are most at risk. Stellantis clearly has a problem on the continent with overlapping brands fighting for the same slice of the market. Looking at the sales numbers, it’s not hard to tell which ones are the most vulnerable.

According to the latest data from the European Automobile Manufacturers’ Association (ACEA), a few Stellantis brands stand out for the wrong reasons. Through October 2025, DS Automobiles was down 21.2 percent to 25,195 registrations, equal to a 0.2-percent market share. Lancia (bundled with Chrysler) plunged 68.3 percent to 9,844 vehicles, or 0.1 percent of regional sales.

Maserati is grouped with Dodge and Ram, with registrations dropping 17.1 percent to 3,538 units and a market share of less than 0.1 percent. As some of you will recall, in recent years, Stellantis has repeatedly had to refute rumors about selling the company. More recently, it announced a closer collaboration with Alfa Romeo aimed at achieving greater economies of scale.

By contrast, the larger Stellantis brands are moving far more metal. Peugeot sold 469,322 vehicles in the first ten months of the year, giving it a 5.2-percent share. Citroën recorded 276,641 registrations, or a 3.1-percent share. Opel and Vauxhall followed closely with 263,659 units, or 2.9 percent of Europe’s total automotive pie.

Elsewhere, Alfa Romeo sold more cars than Lancia and DS Automobiles combined, reaching 47,699 units for a 0.5-percent share. Abarth isn’t listed separately since its figures are included in Fiat’s, which fell 13.4 percent to 222,375 cars.

It’s worth clarifying that ACEA’s numbers cover all 27 EU member states plus Iceland, Liechtenstein, Norway, Switzerland, and the UK. These figures matter because Reuters reports Filosa is prioritizing volume growth. Measures include developing cheaper models, lowering EV sales targets, and bolstering lower-margin fleet sales.

It’s too early to know what will come from reviewing all 14 brands, but even if Stellantis wields the axe, it’s still likely to have more marques than the Volkswagen Group. The German giant oversees the VW core brand, Skoda, SEAT, Cupra, Audi, Lamborghini, Bentley, Ducati, VW Commercial Vehicles, and part of Bugatti.