Here's what I'd do with Stellantis.
For Canada last edited by For Canada
Because everyone cares so much about my opinion and obviously I know everything about car brand management.
Jeep - Become the American Land Rover, focus on luxury SUVs, move the Compass and Renegade to Dodge, kill them, or move them upmarket. Wrangler stays, obviously, along with the Wagoneer and Grand Cherokee, maybe the non-Grand Cherokee becomes an Evoque/Disco Sport competitor?
Chrysler - Kill off, make the Pacifica and Grand Caravan Dodges, get rid of the Voyager name altogether and replace with the Canadian badge. 300 is replaced by a high-trimmed Charger, maybe call it the Coronet?
Dodge - Rebadge Opel/Vauxhalls, not Peugeots or Citroens. Make the Grandland X a second gen Journey, import the Mokka and Crossland too while we're at it. Maybe the Insignia too, because it would be funny having a former Buick as a Dodge. Keep the Charger and Challenger around for the hell of it, maybe electrified at a later point in time.
Ram - Just make them Dodges again. Nobody that doesn't know cars or trucks well even know a Ram is no longer a Dodge. Vans can also become Dodges.
Fiat - Kill off in North America, keep in Europe and South America. Focus on the 500 line and cars for the developing world, as well as vans.
Lancia - Keep as is until the Ypsilon outlives it's sales figures. People don't realise how popular the Ypsilon still is in Italy.
Abarth - This was a separate brand this whole time? Either kill off and fold into Fiat, or go wacky and become the Italian Lotus or Alpine, making a mid engined, possibly electric sports car. That could be neat.
Citroen - Keep a couple cheap cars, kill off the mid range cars, fold DS back in and keep all their cars. Kill the vans, except maybe a modern electric H-van?
Peugeot - Keep as is, maybe bring the brand back to North America. Maybe. Maybe kill the vans.
Opel/Vauxhall - Keep as is.
Alfa Romeo - Kill the Stelvio and Giulia, make a new range of small, sporty, but affordable cars that the brand used to specialise in, maybe a new 159-esque sedan too. Position against Buick/Acura in North America.
Maserati - Make into the Italian BMW. Maserati is now the only mainstream luxury brand in the portfolio. Replace the Stelvio and Giulia with similarly sized and priced cars, just badged as Maseratis. Make the Ghibli and Levante not shit, keep the Q-Porte as is.
DS - Fold back into Citroen.
Talbot - Bring it back, compete with Dacia and Skoda. It's only fitting since Chrysler and PSA are together now.
just-a-scratch last edited by
@for-canada I would have gone along with this, but you threatened to kill Giulia. Now I'm not sure if we can be friends.
Boxer_4 last edited by
@for-canada The only thing I’d do differently is keep Chrysler for cars/crossovers/vans and make Dodge trucks only.
Your proposal does not include the word "Hellcat"
ranwhenparked last edited by
My plan would be to group the company into price and geographic zones, and share models directly between them with just badge changes
Upper Medium/Near Luxury: Chrysler
Mid Price: Dodge
SUV/light truck: Jeep
Ram: fold back into Dodge, come on, it was only separated in the first place to make it easier to sell off as a separate business if Chrysler Group failed again after the bailout, its reason for existence has passed
Upper Medium/Near Luxury: Peugeot
Mid Price: Opel & Vauxhall/Citroen
---- this is tricky to manage, Citroen has to be differentiated purely on styling, need to emphasize traditional and uniquely French character as distinct from German identity of Opel, Vauxhall continues as whatever Opel gives them.
SUV/light truck: Jeep
Small/economy cars & EVs: Fiat
Alfa Romeo and Maserati: sell/spin off - to existing Stellantis shareholders, or private equity, or Chinese, whatever works
Lancia: throw in with Alfa Romeo and Maserati as extra bonus prize
All Other Markets: assessed based on existing strength and recognition of each brand from market to market, possibly develop Citroen into more of a cross-market brand, if sufficiently differentiated from Opel/Vauxhall/Dodge
@for-canada I was there for most of your suggestions on the American side but I do not agree with your take on Citroen and Alfa Romeo at all.
@ranwhenparked DS means absolutely nothing in the US. I like your idea but you're really looking at Chrysler being the luxury brand, Dodge the sporty brand, Alfa the sporty luxury brand, Jeep the Jeep, and Ram as the truck and utility brand. Chrysler still has brand recognition mostly based off the 300 and that's worth something even to people who don't want a 300.
ranwhenparked last edited by
@whoistheleader Yeah, you're right, launching DS in North America would just be repeating FCA's mistakes with Alfa Romeo and Fiat, only worse, because people actually had some preexisting idea of what those two were.
@ranwhenparked Fiat in North America is really struggling and I don't know what they think they're doing keeping it here and not bringing over the 500e. I really want Alfa to stay but they need a new model.
SilentbutnotreallyDeadly last edited by
@for-canada all of this assumes that, outside of Jeep and RAM, Stellantis actually give a shit about North America...
MybirdIStheword last edited by
@for-canada i wonder how much money is wasted on the insistence that everyone needs a half assed luxury brand
Jeep - It's fine.
Chrysler - Meh
Dodge - Killed Viper. Still peddling 15 year old Challengers and Chargers, Die!
Ram - Since I killed Dodge, this can stay.
Fiat - The world needs small cars, right?
Lancia - Sounds like a disease. "You have the Lancia? I know someone who had it last month."
Abarth - Not part of Fiat? Put it with Fiat.
Citroen - I like it. Keep.
Peugeot - Another brand that Americans mispronounce. Keep it!
Opel/Vauxhall - Keep
Alfa Romeo - Want to keep, but good lord they just shoot themselves in the foot all the time. Keep for humor purposes.
Maserati - Junk. Kill it.
DS - This is a brand? Not any more.
Talbot - they seem to be ok selling women's apparel. They should focus on that.
MasterMario last edited by
@forsweden That was implied...of course the plan is to put a Hellcat engine in everything it can be crammed into.
Grand Caravan Hellcat? Hell yeah!
nermal last edited by
@for-canada Meh. For the US brands, Jeep and Ram are the money printers and aren't going anywhere.
Fiat needs something that they can sell in the US if they are going to stay in the US. The 500 isn't it. Whatever their CUV that's just a Renegade but uglier isn't it.
Alfa needs to be the "Modern Italian version of e46 and e39 BMWs". They need to go hard after the "passion" "soul" "not a boring jelly bean" side of the market. If all else fails, just start stuffing Hellcat engines into everything. With SUV equivalents, and some semblance of reliability.
Maserati needs to push the luxury level above Alfa / MB / BMW / Audi. Give the people something better than the Germans, and charge more for it.
Otherwise, they are behind on electrification of the product line across the board. They need to have full-EV options in every brand line in the next 5 years or so in order to remain competitive. Also, don't screw up the Wrangler redesign that's due in 5 - 6 yrs.