Stellantis calls its extensive portfolio a “constellation of fourteen iconic car brands,” but managing it is not easy. In Europe, that constellation includes Alfa Romeo, Fiat, Maserati, Abarth, Lancia, Citroën, Peugeot, DS Automobiles, Opel and Vauxhall. On the American side there is Jeep, Dodge, Chrysler and Ram. Some are seriously underperforming and there is constant gossip about cutting the line-up somehow.
Former Stellantis CEO Carlos Tavares held all fourteen brands during his four-year tenure at the helm of the conglomerate. However, his successor would analyze them all to determine if there is a future under the company’s umbrella. Reuters quotes sources familiar with the matter as saying that Antonio Filosa is currently “assessing the long-term viability of all 14 brands.”
Insiders told the news agency that discontinuing certain brands is not off the table and that some European brands are most at risk. Stellantis clearly has a problem on the continent as overlapping brands fight for the same share of the market. Looking at the sales figures, it is not difficult to say which are the most vulnerable.
According to the latest data from the European Association of Automobile Manufacturers (ACEA), a few Stellantis brands stand out for the wrong reasons. Until October 2025, DS Automobiles fell by 21.2 percent to 25,195 registrations, which equates to a market share of 0.2 percent. Lancia (bundled with Chrysler) fell 68.3 percent to 9,844 vehicles, or 0.1 percent of regional sales.
Maserati is grouped with Dodge and Ram, where registrations fell 17.1 percent to 3,538 units and a market share of less than 0.1 percent. As some of you may recall, Stellantis has had to repeatedly refute rumors of a sale of the company in recent years. More recently, the company announced a closer collaboration with Alfa Romeo, aimed at achieving greater economies of scale.
The larger Stellantis brands, on the other hand, move a lot more metal. Peugeot sold 469,322 vehicles in the first ten months of the year, giving it a 5.2 percent share. Citroën recorded 276,641 registrations, or a share of 3.1 percent. Opel and Vauxhall followed closely with 263,659 units, or 2.9 percent of the total European car pie.
Elsewhere, Alfa Romeo sold more cars than Lancia and DS Automobiles combined, to 47,699 units for a 0.5 percent share. Abarth is not mentioned separately because the figures are included in those of Fiat, which fell by 13.4 percent to 222,375 cars.
It is worth clarifying that the ACEA figures cover all 27 EU Member States plus Iceland, Liechtenstein, Norway, Switzerland and the United Kingdom. These numbers are important because Reuters reports Filosa gives priority to volume growth. Measures include developing cheaper models, lowering sales targets for electric vehicles and encouraging sales of lower-margin fleets.
It’s too early to know what will come out of assessing all fourteen brands, but even if Stellantis wields the axe, it will likely still have more brands than the Volkswagen Group. The German giant oversees the core brand VW, Skoda, SEAT, Cupra, Audi, Lamborghini, Bentley, Ducati, VW Commercial Vehicles and part of Bugatti.
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