- In 2024, Stellantis’ US sales dropped 15% from the previous year.
- The bosses of Jeep and Ram are optimistic for the year ahead.
- In good news, it has successfully reduced inventories across the country.
Stellantis sales in the US have fallen every single year since 2018, and reversing this trend has become the group’s top priority for 2025. The company acknowledges the road ahead won’t be easy, with executives admitting they’ve made “many mistakes” in recent years. Still, they’re cautiously optimistic about turning things around.
More: Stellantis Sales Collapse 15% In 2024, But One Brand “Soars” 154%
Last year, Stellantis , home to brands like Jeep, Ram, Chrysler, Dodge, Fiat, Maserati, and Alfa Romeo, sold 1,303,570 vehicles in the States, a sharp 15% decline from the 1,527,090 units it moved in 2023. Over the longer term, the company’s US market share has also taken a hit, shrinking from 12.6% in 2019 to just 9.6% by 2023.
During a recent roundtable at the Detroit Auto Show, Antonio Filosa, Stellantis’ North American chief, emphasized that reversing this downward trend is a critical priority for the company. “This is obviously what we need to do,” said Filosa. “U.S. retail market share is our main priority.”
Stellantis Admits Its Mistakes, Works On Scenarios For Trump’s Decisions
While talking with CNBC, the head of Jeep in North America, Bob Broderdorf, added that “We’ve got very aggressive strategies,” and Ram boss Tim Kuniskis acknowledged the firm “had a bad year” in 2024. However, Kuniskis added that he’s “very bullish on this year… The real part is balancing between the volume and the margin.”
According to Filosa, Stellantis has neglected the importance of the North American market and the US in recent years. He noted that the group may need to make changes to its US operations when Donald Trump returns to the presidency.
“We are working, obviously, on scenarios,” Filosa said. “But yes, we need to await his decisions and after the decision of Mr. Trump and his administration, we will work accordingly.”
Cutting Down On Inventory
Despite a challenging year, Stellantis found one sliver of good news in 2024: it managed to reduce its bloated US inventory by more than 100,000 units. This followed months of having stockpiles far above the industry average. Speaking with Reuters, Filosa explained that the company achieved this reduction by offering deep discounts to buyers, a costly strategy, but one he described as “needed.”
Much of the blame for Stellantis’ inventory struggles has been placed on former CEO Carlos Tavares, whose aggressive pricing strategy exacerbated the problem. While cutting inventory levels came at a financial cost, it was seen as a necessary move to bring operations closer to market norms.
