Stellantis Charts Ambitious Course to Revive U.S. Market Position in 2025

In a strategic pivot aimed at reclaiming its position in the American automotive landscape, Stellantis has announced comprehensive plans to reverse its declining U.S. sales and market share in 2025. The automotive giant, which has experienced consistent sales declines since 2018, is implementing a multi-faceted approach under the leadership of Antonio Filosa, who heads the company’s North American operations.

The company’s market performance has seen a significant downturn, with its overall U.S. market share dropping from 12.6% in 2019 to 9.6% in 2023. This decline has prompted a fundamental shift in strategy, moving away from the previous administration’s singular focus on profitability to a more balanced approach that prioritizes market growth and customer engagement.

Under Filosa’s direction, Stellantis is executing a three-pronged strategy to reinvigorate its U.S. presence. The first component involves strengthening relationships with dealers through enhanced incentives and support programs. The second focuses on introducing new products across its brand portfolio, while the third emphasizes restructuring the leadership team to better address U.S. market dynamics.

The automaker’s transformation plan includes significant investments in electric vehicle development. Stellantis plans to launch an all-new, all-electric premium SUV based on the STLA Medium platform, capable of accommodating battery packs between 87-105 kilowatt-hours and offering a driving range of up to 440 miles. This initiative aligns with the company’s broader electrification strategy and its commitment to becoming a carbon net zero mobility tech company by 2038.

In a candid acknowledgment of past missteps, Filosa has admitted that the company made “numerous errors” in recent years and overlooked the significance of the North American market. This recognition has led to a more focused approach to the U.S. market, with plans to introduce approximately 30 new models across its various brands in 2025.

The company is also preparing for potential regulatory changes under the new Trump administration, particularly regarding electric vehicle incentives and tariffs affecting Canada and Mexico. Filosa has indicated that Stellantis is developing contingency plans that could potentially create additional U.S. jobs, depending on policy developments.

This strategic reset comes at a crucial time for Stellantis, following the departure of former CEO Carlos Tavares, whose “Dare Forward 2030” strategy had prioritized cost-cutting and profit margins over market share. The new direction represents a significant shift in corporate philosophy, balancing profitability with market growth and customer satisfaction.

The company’s commitment to the U.S. market is further evidenced by its investment in new product development and manufacturing capabilities. These initiatives are designed to address changing consumer preferences while maintaining the company’s competitive edge in an increasingly crowded automotive marketplace.