Antonio Filosa, Stellantis North America Chief Operating Officer and Jeep CEO, speaks during the Stellantis press conference during the AutoMobility LA 2024 auto show at the Los Angeles Convention Center on November 21, 2024 in Los Angeles, California.
Etienne Laurent | AFP | getty images
Detroit — Stella’s A top priority in the U.S. this year is to increase retail market share after years of declining sales in its largest and most important market.
Antonio Filosa, head of Stellantis’ North American operations since October, said Stellantis is expected to improve its U.S. retail sales and sales this year by improving its relationships with dealers, including providing additional incentives and support from a revamped U.S.-focused leadership team. He said he aims to increase market share. And new product launches.
“It’s clear that this is what we need to do,” Filosa said Friday during a media roundtable at the Detroit auto show. “U.S. retail market share is our top priority.”
Stellantis’ U.S. sales, including retail stores and vehicles, have declined every year since 2018. This includes the sale of Fiat Chrysler, which merged with French automaker PSA Group in 2021 to form Stellantis.
The company’s overall U.S. market share fell from 12.6% in 2019 to 9.6% in 2023, according to annual disclosures.
In separate interviews Friday, leaders of Stellantis’ U.S. auto brand said they face a grow-or-die mentality in 2025. They also expressed optimism about the company’s recent changes and direction.
“We have a very aggressive strategy,” Bob Broderdorf, head of Jeep North America, told CNBC. “If you shopped with us six months ago, it’s a very different story now.”
Stellantis’ sales and bottom line have been hit hardest in recent years by the decline of its Jeep and Ram Trucks brands.
Dodge CEO Tim Kuniskis unveiled the Charger Daytona SRT concept electric muscle car on August 17, 2022 in Pontiac, Michigan.
Michael Weiland/CNBC
Ram President Tim Kuniskis, who retired from the automaker last month, pledged to adjust the brand’s strategy, production and products to support dealers and sales.
“We’ve had a bad year. There’s no way to sugarcoat it,” Kuniskis said, referring to the slow uptick for the redesigned Ram 1500 pickup. “I’m very optimistic about this year… the real part is striking a balance between volume and margin.”
Ahead of the merger, under former CEO Carlos Tavares, the company was relentlessly focused on profits rather than market share. Sources previously told CNBC that Tavares’ emphasis on cost-cutting, his goal of achieving double-digit profit margins under his “Dare Forward 2030” business plan, and his reluctance to hear from U.S. executives about the U.S. market have grown. The company’s current situation and ultimately Tavares’ departure last month.
Filosa acknowledged Friday that the company has made “a lot of mistakes” in recent years. He said the company had overlooked the importance of the North American market, especially the United States.
Filosa said Stellantis may make additional changes to its U.S. operations depending on potential regulations from the incoming Trump administration. That threatens changes to electric vehicle incentives and tariffs for Canada and Mexico, where Stellantis relies on vehicle imports.
“We are definitely working on a scenario,” Pilosa said, adding, “It could mean additional jobs in the United States.” “But yes, we have to wait for his decision, and after the decision of President Trump and his administration, we will work accordingly,” Pilosa added.
