Stellantis CEO Carlos Tavares said a few weeks ago that some of its brands faced axing if they did not make money, and at one point, the rumor mills said that Maserati was among those that could be sold. The company later reaffirmed its commitment to all 14 brands, but it seems the message wasn’t clear enough before, and the conglomerate has now issued an unequivocal statement regarding the security of its North American brands.
This is in response to Frank B. Rhodes. Jr, who, last week, sent a proposal to Stellantis, where he stated his intention to purchase Chrysler and Dodge from Stellantis to “save” them. Rhodes, a direct descendant of Chrysler founder Walter P. Chrysler, drafted a detailed 17-page proposal outlining how he would rescue Chrysler and Dodge from future anonymity. He even made a video discussing how great these marques used to be, although his plans to save the brand made no mention of how funding would be raised.
Chrysler And Dodge Will Remain Under Stellantis
Instead of a lengthy and detailed reply, the company shut down Rhodes’ proposal in a single paragraph. In a statement released on August 30, Stellantis said it remains committed to its portfolio of 14 brands which were given a decade to become profitable and sustainable. This includes the American brands – Jeep, Ram, Chrysler, and Dodge – which will not be sold off from Stellantis’ holdings.
“Stellantis acknowledges the interest in its North American brands and reaffirms the Company’s commitment to its entire portfolio of 14 powerful, iconic brands, which were each given a 10-year timeframe to build a profitable and sustainable business. Like the Jeep and Ram brands, Chrysler and Dodge are at the forefront of Stellantis’ transformation to clean mobility, benefitting from the Group’s cutting-edge technology and scale. The Company is not pursuing splitting off any of its brands.”
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In his proposal, Rhodes highlighted the importance of keeping the heritage and brand identity of Dodge and Chrysler alive. While Dodge has attempted to do this with the all-electric Charger Daytona muscle car, the Chrysler brand is, admittedly, a far cry from what it used to be. The marque produces just one vehicle (the Pacifica), and while it’s a competent motorcar, Chrysler no longer offers exciting performance or luxury cars like it once used to. The 300 sedan is gone for good, with an electric crossover planned for the coming years.
All Stellantis Brands Are Safe – For Now, At Least
It remains to be seen whether Stellantis can do the Chrysler and Dodge brands justice, but it may take some time. Getting back to the Stellantis CEO’s earlier comments, there were suggestions that the group’s lesser-known brands – DS and Lancia, for example – could face the chopping block. However, Stellantis has invested heavily in these companies.
Maserati is going on an all-out electric assault, with battery-powered versions of the GranCabrio, GranTurismo, and the Grecale crossover. Lancia has launched its first new car in years, in the form of the electrified Ypsilon, and both it and DS have presented several concepts meant to guide their paths over the coming years. Stellantis has given these brands 10 years to become profitable. Should the time come, the group may be forced to let go of some marques but, for now, all 14 brands are safe.