Stellantis Says It Will Boost US Sales This Year And Dealers Believe It

Stellantis and its US dealers are confident that 2025 will not be a repeat of last year’s failures. The company has committed to increasing its marketing budget and exploring new powertrain options in a bid to improve its dwindling market share. There’s also optimism that a renewed focus on the American market will help as Stellantis moves on from the Carlos Tavares era.

Last year, Stellantis sales fell 15% in the US, totaling just 1,303,570 sales, down from the 1,527,090 vehicles sold in 2023. While speaking with dealers at the National Automobile Dealers Association’s (NADA) annual convention in New Orleans, Stellantis executives acknowledged the company’s failures of 2024 and apologized for them. They’re committed to making changes and have already confirmed an advertising push to pre-pandemic levels, as well as running a spot at the Super Bowl.

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Speaking with dealers, Stellantis said various product changes are being readied for 2025. The launch of the all-electric Jeep Recon has been pushed back until later in the year, and there’s a possibility that gas and hybrid options could be added to the range. They also reconfirmed work on a new mid-size truck from the Ram brand and are committed to introducing more affordable versions of the Ram 1500. ICE versions of the new-age Dodge Charger will also launch in the summer.

 “We were all over the board last year on our product, our pricing, our incentives, and consistency is what the dealers are really looking forward to — not changing or guessing,” Stellantis US sales boss Jeff Kommer told The Detroit News. “They’re looking forward to a strong 2025, and based on our promises and commitments to them, it’s going to be a good year.”

Improving Dealer Relationships

Dealers told The Detroit News that executives discussed plans to boost sales by 30% for brands like Jeep and Ram this year. While these goals are ambitious, the automaker is also focused on rebuilding strong relationships with its dealers. Many dealers have blamed former CEO Carlos Tavares for the company’s declining sales, citing the belief that too many decisions were being made by European executives rather than by leaders in the US market.

Antonio Filosa, the new boss of Stellantis’s North American division, added he’s taking a more hands-on approach than his predecessor, frequently meeting with dealers.

“Keep an eye on us all year long,” added Kommer while speaking with Auto News. “You’re going to see incremental improvements, you’re going see momentum, you’re going to see sales gains. The dealers got our back, we got their back, and I feel like we’re starting to gain their trust and optimism back. 2024 was just not where any of us needed to be.”

The early signs from dealers are good. According to one dealership owner, “Everything’s moving in the right direction,” while another described the recent NADA event as “a shockingly good meeting,” adding he’s now keen to order more products and hire more salespeople.