Could Detroit’s ‘Big Three’ soon become a ‘Big Two’?
Stellantis, formerly known as Fiat Chrysler and previously Chrysler Group, was once one of America’s biggest automotive powerhouses but is facing a dramatic downturn in its fortunes, particularly in the crucial US market.
Recently released sales data shows just how far behind General Motors and the Ford Motor Company has fallen as its key brands – Jeep, Dodge and Ram – struggle to lure buyers. According to US reports, Stellantis sold 305,294 vehicles between July and September, which looks good in isolation but is actually a 19.8 per cent drop on the same period last year.
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It’s also well below the other ‘Big Three’ car makers, with General Motors selling 659,601 and Ford sold 536,050 units in the same period, which underlines Stellantis’ struggles.
Of serious concern for Stellantis management is the performance of its marquee brands, specifically Ram trucks and the once popular Dodge and Chrysler. Ram sales dropped nearly 20 per cent in the third quarter, while Dodge and Chrysler declined more than 40 per cent in the same period.
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Dodge and Chrysler were once the cornerstones of the Chrysler Group, selling in huge volumes against the likes of Chevrolet and Ford. In 2024 both are operating with very small and largely older line-ups, which is clearly not helping their sales performance.
Dodge only offers four models in the US – the Charger and Challenger muscle cars and the Hornet and Durango SUVs. The Charger and Challenger are set to be replaced by an all-new Charger available as either a coupe or sedan. However, this new version has swapped the beloved V8 engine for the choice of a turbocharged V6 or electric motors, which may be a tougher sell to muscle car buyers in the US. The Challenger is still offered for sale on the brand’s website but production of the 15-year-old model ceased at the end of 2023.
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The brand’s SUVs are polar opposites, with the Hornet going on sale last year but is a rebodied version of the Alfa Romeo Tonale (taking advantage of Stellantis’ huge portfolio of brands), while the Durango is now in its 13th year on sale.
Chrysler, meanwhile, has become almost entirely focused on its Pacifica people mover, with its only other option being the 300 sedan, which is also 13 years old.
Stellantis Australia is also struggling to regain its former position in the sales charts. Crucially, the local operation does not include Ram trucks (which is handled by a separate importer, as is Peugeot and Maserati) so it consists only of Alfa Romeo, Fiat and Jeep. The latest sales figures for the three brands only total 3970 sales for the first nine months of 2024. The operation will soon add Leapmotors to its portfolio, an affordable electric vehicle brand from China part-owned by Stellantis global, which should be a positive boost for its local sales.
In Australia both the Dodge and Chrysler brands were dropped due to slow sales and aging line-up, while the US is receiving newer models, such as the Charger, Hornet and Pacifica, the sharp sales decline in 2024 should raise red flags for fans of these once iconic brands.
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