Post by : Saif Rahman

Stellantis, recognized as the fourth-largest automobile manufacturer globally, is undergoing significant transformations. CEO Antonio Filosa, who stepped in last June, has initiated what some industry insiders describe as an “emergency room” intervention to address declining sales and market share. His foremost objective is to regain the trust of customers, willing to accept temporary profit reductions for long-term gains.

This strategy diverges sharply from the profit-centric approach of his predecessor, Carlos Tavares, who focused on cost-cutting and price hikes, resulting in a noticeable drop in customer loyalty. In 2024, Stellantis experienced a 15% decline in U.S. sales while the broader automotive sector saw growth, leading to an oversupply of unwanted vehicles at dealerships.

Filosa aims to rectify this situation swiftly by prioritizing sales volume over short-term profits. Initial indicators suggest that his strategy is beginning to bear fruit, with a 6% increase in North American sales in the third quarter, marking the first growth in two years.

The plan has garnered robust support from key stakeholders, including the Agnelli family, the Peugeot family, and the French government, who believe that drastic measures are essential amidst rising tariffs, the shift to electric vehicles, and strong competition from Chinese brands.

A critical aspect of Filosa's approach involves enhancing U.S. fleet sales, targeting rental companies, governmental agencies, and large corporations. While fleet sales yield lower profits, they facilitate quick vehicle turnover and maintain factory activity. Additionally, exposure to rental vehicles may entice consumers to consider new models for future purchases.

Filosa is also focused on revitalizing the Jeep and Ram brands, which are among Stellantis' most successful. Under Tavares, key Jeep models were eliminated, and prices soared, allowing competitors like Ford to gain traction. Stellantis' U.S. market share has now plummeted below 8%, an all-time low.

To win back customers, Filosa is reintroducing beloved models like the Jeep Cherokee and revered Hemi engines while also developing more competitively priced vehicles. Experts assert that Stellantis needs strong offerings below $30,000 to thrive in today's market.

Furthermore, Filosa's stance on electric vehicles has shifted from his predecessor's ambitious 2030 goals for all European sales to be electric, and half of U.S. sales, as he acknowledges that the U.S. market isn't ready for such rapid transitions. Instead, he is concentrating on the most profitable and accessible markets, beginning with North America.

Filosa is also conducting a comprehensive review of Stellantis’ fourteen brands, including Fiat, Peugeot, Citroën, Alfa Romeo, Chrysler, and Maserati. The overlap among these brands in various markets, especially in Europe, might necessitate potential cuts to enhance resource allocation.

Internally, Filosa is restructuring leadership by promoting trusted managers from Italy and Brazil and reinforcing engineering teams that were diminished under Tavares.

However, challenges loom. Profit margins have sharply declined, previously above 13%, but analysts predict they could fall below 5% by 2027. While shareholders are currently patient, their tolerance may wane if profits don't rebound soon.

To propel this plan, Stellantis announced a substantial investment of $13 billion into the U.S. market to strengthen sales and manage tariff effects. The company anticipates achieving a margin of 6% to 8% in the medium term.

The upcoming months will prove vital, as strong year-end U.S. sales could grant Filosa additional time to reshape the company. Dealers have already noted improvements with Stellantis responding more effectively to their requirements and enhancing product quality.

Although challenges remain, many believe that Filosa's rapid and targeted approach is just what Stellantis requires to recover from its previous errors. His strategy intends to realign Stellantis with its foundational principles: creating robust vehicles, offering fair prices, and delivering models that consumers are eager to drive.

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