Stellantis Faces Brands Dilemma as it Searches for New CEO
As Stellantis chairman John Elkann interviews CEO candidates, deciding how many of the automaker's 14 brands have a viable future is a significant priority. The French-Italian company's sprawling portfolio reflects its origins in a 2021 merger of Fiat-Chrysler and Peugeot owner PSA, but shrinking it could reduce complexity and allow some marketing, development and sales functions to be merged. Each brand - from bestsellers like Jeep, Ram and Peugeot to struggling DS, Lancia and Alfa Romeo - has its fans, making which to drop a difficult choice.
- This challenging decision underscores the precarious nature of brand portfolios in an industry undergoing significant transformation, where the very existence of certain brands may depend on strategic pivots.
- Will Stellantis's new CEO be able to strike a balance between preserving the iconic status of its brands and adapting to changing consumer preferences, technological advancements, and shifting market dynamics?