Within Stellantis, awareness is growing that the waiting phase is nearing its end. After deeply revising its electric strategy and absorbing multi-billion write-downs, the group led by CEO Antonio Filosa now faces another equally delicate strategic decision: reshaping a brand portfolio that many observers consider too large and, in some cases, overlapping.
Stellantis prepares major brand portfolio review ahead of strategic reset
According to reports from sources close to the group, scenarios once seen as unlikely now appear under evaluation, including closer integration between certain brands, reduced autonomy for some nameplates and, in extreme cases, gradual exits from specific segments. Attention focuses especially on brands positioned between the mass market and premium, now squeezed by increasingly intense competition and less predictable margins.
A key moment may arrive in May during Investor Day, when Filosa will present the new strategic structure. According to internal sources, the future portfolio could differ from the current one, signaling a deeper review than previously expected. Investors are watching closely, especially after the challenges linked to the electric transition and slower demand in several important markets.
Among the most discussed scenarios is a possible gradual integration of Abarth into Fiat, while Lancia could continue with a more focused role and lighter structure. Maserati’s position appears more complex, with some reports suggesting closer alignment with Alfa Romeo to create a single Italian premium sports hub.
On the French side, analysts speculate about greater convergence between DS Automobiles and Citroën to reduce overlap and strengthen positioning. Peugeot, currently one of the group’s strongest brands in Europe, should maintain its central role in the continental strategy.
No official decision exists at this stage and all options remain open. Stellantis could retain the full brand portfolio while limiting autonomy for certain brands or redefining their roles more deeply. In any case, the message appears clear: simplification of the structure now stands as necessary to support growth, profitability and global competitiveness. May 21 could represent a decisive milestone and mark the beginning of a new phase for Stellantis and the future evolution of its brands.
