In an exclusive and candid interview, Carlos Tavares, the CEO of Stellantis, delivered a bombshell that sent shockwaves through the automotive world: within the next 2 to 3 years, all 14 Stellantis brands will undergo a rigorous review that could reshape the very fabric of the company’s future. This review, part of the Dare Forward 2030 strategy, is designed to assess the financial viability, market competitiveness, and alignment with electrification goals for each brand under the Stellantis umbrella. The stakes couldn’t be higher, as beloved names like Alfa Romeo, Chrysler, and Maserati face the possibility of drastic restructuring or even elimination.
Tavares on the Brand Review Timeline
“We will be conducting a detailed performance review of each Stellantis brand by 2026, around two-thirds into our Dare Forward 2030 plan,” Tavares confirmed. He elaborated on why the timeline has been accelerated, stating that the original 10-year window given to each brand when Stellantis was formed in 2021 is being shortened due to market pressures and the need for faster decision-making.
“No brand is safe,” he continued. “We are in a dynamic, ever-evolving industry, and brands that cannot keep up—whether financially or in terms of innovation—will face hard choices.”
Electrification: A Core Metric for Success
Tavares stressed the importance of electrification as a central theme in the review. With the automotive world transitioning rapidly towards electric vehicles (EVs), Stellantis has made massive investments in electrification technologies. Brands failing to align with the EV revolution and Stellantis’ broader mission to become carbon neutral by 2038 could face major consequences.
“Electrification is not just a trend—it’s the future of mobility,” Tavares said. “If any brand is not able to carve out a significant role in this new landscape, they may be cut, sold, or restructured.” This bold statement underscores the importance of not just surviving but thriving in a post-combustion world.
The Financial Reality and Market Competitiveness
While electrification is a primary focus, financial performance will also play a crucial role in the review. Tavares emphasized that brands with shrinking profit margins and low sales volumes must prove they can turn things around. Alfa Romeo and Chrysler, which have been underperforming in recent years, are on the radar for potential cuts. Meanwhile, Jeep and Ram—the group’s current cash cows—are expected to maintain strong positions.
“It’s not just about innovation; it’s also about profitability. No matter how much history a brand has, if it cannot be a competitive player in the market, we cannot justify keeping it around,” Tavares said.
What Will the Review Entail?
The CEO revealed that Stellantis’ Dare Forward 2030 plan includes specific benchmarks that each brand must meet. These include:
- Profitability: Brands must be financially sustainable.
- Market Share: Brands should demonstrate growth and capture a significant portion of their respective markets.
- Innovation and Electrification: Emphasis will be placed on how each brand is adapting to EVs and other mobility solutions.
- Global Competitiveness: Brands must be able to compete not just in niche markets but on a global scale.
“We’re talking about a full evaluation here, not just a superficial review,” Tavares explained. “We need to ensure that every brand is contributing to the overall mission of Stellantis and pulling its weight.”
Tavares’ Plans for Retirement in 2026
In what was perhaps an even more shocking revelation, Tavares confirmed that he plans to retire in early 2026, just before the review’s completion. “I will pass the baton to my successor, but I want to leave Stellantis in the best possible shape,” he said. His retirement adds a new layer of urgency to the brand review, as the final decisions will likely fall on the next CEO.
The Clock Is Ticking for Stellantis Brands
With only 2-3 years until the review, some brands have already started preparing for a potential showdown. Alfa Romeo, which has struggled with low sales volumes, is pushing to release new electric models to prove its worth. Chrysler, one of the oldest and most iconic American brands, is likewise looking to reinvent itself, but its future remains uncertain.
“This is about survival,” Tavares stated bluntly. “The brands that don’t step up will face elimination.” He added that the entire company needs to operate with a sense of urgency, as global competitors are not slowing down.
Looking to the Future: Will Stellantis Emerge Stronger?
As Tavares prepares to exit, the automotive world is watching closely. His leadership has already brought together an incredibly diverse portfolio under Stellantis, which was created from the merger of Fiat Chrysler Automobiles and Peugeot Société Anonyme (PSA). The upcoming review is set to be the final test of whether that merger can stand the test of time.
“I want Stellantis to be a leader in the new world of mobility. This review is critical to achieving that,” Tavares said in closing. “The automotive industry is at a crossroads, and so is Stellantis.”
With the clock ticking, and every brand under intense scrutiny, the next 2-3 years will be a defining period for Stellantis. The company’s iconic brands are at risk, and only those that can adapt to the rapidly changing landscape of mobility will survive. This isn’t just a review—it’s a reckoning.
The global auto industry is now on edge, waiting to see which brands will thrive and which will fade into history.
