Stellantis has 14 automotive brands. That’s a lot, but it’s not all that unusual for a massive auto conglomerate. The problem is that for every Peugeot and Jeep—two of its most successful brands—there’s also an Abarth, a Lancia, or a Vauxhall. Although Stellantis does have several popular namesakes, other brands have languished in the last few years.
Newly appointed CEO Antonio Filosa knows that not all Stellantis brands are created equal. That’s why the new head honcho wants to take a closer look at the entire portfolio. A recent report said that Filosa and his executives are assessing the "long-term viability" of each and every Stellantis brand. That means some of them could potentially be on the chopping block.
The big question is: Which Stellantis brands are actually worth keeping? And which brands are worth selling off—or shuttering entirely? It’s no easy task with things like heritage, fanship, and jobs all on the line. But if Stellantis wants to be successful over the next decade, Filosa will have to make these tough decisions.
Thankfully, we’re not in Filosa’s shoes. Instead, we get to sit back behind our keyboards and play the role of armchair executives: these are the Stellantis brands we’d keep—and these are the ones we’d axe.
Abarth: Fold Back Into Fiat
2025 Sales: 2,000 Units (est.)
Did you know that Abarth is a standalone brand in Europe? The former Fiat performance arm now has its own lineup, which includes the 500e, the 600e, and a handful of limited-edition 500 gas models.
There’s no reason Abarth needs to exist on its own. The company sold just over 300 examples of its new 600e in the first six months of 2025, with total Abarth registrations at just over 1,000 units. Sales for 2025 are projected to sit at a measly 2,000 units, which is pretty abysmal. The simplest solution here would be to fold Abarth back into Fiat and give the 500e and 600e a proper brand name.
Alfa Romeo: Keep
2025 Sales: 60,000 Units (est.)
Alfa Romeo has more than enough brand cache to stick around in the Stellantis lineup. Even amidst recent struggles, sales are projected to reach a solid 60,000 units globally. Not hugely impressive, but nothing to sneeze at either. In the US, the compact Tonale is Alfa’s most popular vehicle, with just over 2,100 sold in the first three quarters of the year.
The company is currently in a transition. Originally, Alfa promised fully electric versions of its Giulia sedan and Stelvio SUV, but the EV downturn has forced the Italian automaker to rethink that strategy. Instead, the company promises to keep its V-6 engine alive and retain its iconic Quadrifoglio lineup—at least for a little while longer. Meanwhile, a new Stelvio is expected to hit the market soon.
Chrysler: Keep*
2025 Sales: 115,000 Units (est.)
This one comes with an asterisk. Chrysler is definitely worth keeping around, but only with a major investment in new product. Right now, the company only sells two vehicles: The Pacifica and the Voyager. Two minivans. The 300 sedan was discontinued earlier this year, but rumors suggest a new one is on the horizon. Fingers crossed.
Even with sales at a relatively strong 90,733 units in the US through Q3, Chrysler needs to build out its lineup with more SUVs, more luxury sedans, and more electrification. With the right product and 100 years of heritage under its belt, there’s no reason to kill Chrysler. The company just needs lots of love.
Citroen: Keep
2025 Sales: 800,000 Units (est.)
Citroen is one of the strongest, most established brands on this list, and the French automaker is poised for a sales increase in 2025. The company reportedly sold more than 785,000 vehicles across 90 countries in 2024 (although those numbers are a bit murky), which means 800,000 units in 2025 isn’t out of the realm of possibility.
No notes, Citroen—just keep doing what you’re doing.
DS: Fold Back Into Citroen
2025 Sales: 40,000 Units (est.)
Believe it or not, the DS brand is already more than a decade old. Citroen spun off DS as its own luxury brand in 2014. The company sold around 40,000 luxury vehicles throughout Europe last year, and it’s on pace for a similar figure in 2025. Not great numbers.
Stellantis already has an upmarket French brand: Peugeot. Although DS has its own product range and a dedicated dealer network, the DS brand doesn’t really need to exist independently. It can be a luxury trim of the current Citroen line (as it was previously).
Dodge: Keep
2025 Sales: 100,000 Units (est.)
Dodge didn’t have a great 2024, what with the company replacing the Charger and Challenger models with a battery-powered muscle car. That said, with Carlos Tavares out of the way and Tim Kuniskis taking over as the head of American brands, Dodge is poised for a major comeback.
The company has continued production of its popular Durango V-6 and V-8 models, recently rolled out the Charger Sixpcak with a gas engine, and there are even rumors of a new V-8 Charger on the horizon. Dodge certainly hasn’t had a great year, but it’s just a small hiccup for a brand with ample staying power.
Fiat: Keep, But Exit the US
2025 Sales: 800,000 Units (est.)
Here in America, we only know Fiat for the underwhelming 500. But abroad, it’s still a massive car brand with over 1.2 million vehicles sold in 2024. Fiat is popular in its home country of Italy and sells tiny pickup trucks by the boatload in South America.
There’s no reason to get rid of Fiat—it has the sales and history to remain one of Stellantis’s most popular brands. Do we actually need Fiat in America, though? Given our history of hating on small cars—especially electric ones—maybe Stellantis should focus on its other brands Stateside instead.
Jeep: Keep
2025 Sales: 1.0 Million (est.)
Jeep is expected to sell more than 1.0 million cars globally in 2025, making it Stellantis’s most popular brand. It isn’t going anywhere.
Lancia: Sell
2025 Sales: 50,000 Units (est.)
Stellantis doesn’t know what to do with Lancia. For a brand with so much heritage in Group B rally racing, the last few decades for Lancia have been mostly rebadged vehicles with no soul. The new Ypsilon at least looks promising, and the company is playing into its rally heritage a bit. But it’s too little too late.
Stellantis needs to get out from under Lancia and let a new owner try to tap into its rally heritage. Last year, the company only moved around 32,000 cars. Sales already look better in 2025 with the new Ypsilon hitting the market for its first full year, but Lancia still doesn’t move the needle enough for it to be under Stellantis ownership.
Maserati: Sell
2025 Sales: 9,000 Units (est.)
Like Lancia, Maserati feels like another thorn in Stellantis’s side. For a company with so much history and a long lineage of excellent sports cars, the modern Maserati lineup is nowhere near as good as it should be. Yes, the MC20—er, MCPura—is excellent, and the GranTurismo is better than it's ever been.
Still, even with two good performance cars and a solid luxury SUV in the Grecale, Maserati is on track to sell fewer than 10,000 cars this year. That will be down compared to 2024. If Stellantis still can’t figure out what to do with Maserati, maybe it’s time to sell the brand to someone who can.
Opel / Vauxhall: Merge
2025 Sales: 700,000 Units (est.)
Opel and Vauxhall are basically one company operating as two separate brands, depending on which country they’re sold in. They sell the same exact cars and move more than half a million vehicles annually in more than 60 countries. Stellantis says that the two companies have remained separate due to heritage and region-specific branding needs. That should change.
In its attempt to trim its portfolio, merging Opel and Vauxhall should be one of the first moves Stellantis makes. Doing so would streamline things and consolidate two brands that, frankly, don’t need to exist side by side.
Peugeot: Keep
2025 Sales: 850,000 Units (est.)
Peugeot is one of Stellantis’s biggest money makers, with the French automaker selling over 1 million cars in 2024. Even in a down year where the company is expected to sell anywhere from 800,000 to 850,000 units, it’s still one of the biggest, most recognizable names in France. There’s plenty of reason for Stellantis to keep Peugeot in the lineup.
Ram: Keep
2025 Sales: 400,000 (est.)
In 2009, Stellantis spun off Ram as its own brand, separate from Dodge. Of all the spinoffs on this list, Ram is arguably the most successful. The truck maker sold over 370,000 pickups last year and is on pace for an even better 2025, thanks in part to the return of the Hemi V-8. Ram is even looking into offering an SUV in an effort to expand its product offerings. Ram isn’t going anywhere—nor should it.
