Dodge, Jeep, Ram, and Chrysler all had significant sales declines in 2024. As a result, the FCA side of Stellantis fell 15 percent. Unsurprisingly, dealers were none too happy about it. The US Stellantis National Dealer Council sent a strongly worded letter to Carlos Tavares, blaming him for steering the US brands toward disaster.
At the time, Stellantis responded with its own strongly worded letter chiding the council for “personal attacks” that don’t solve problems. Except maybe it did, because Tavares resigned three months after that and now, Stellantis leadership is taking a very different tone with its US dealer network.
“We are fully committed to strengthening our partnerships with dealers, and that begins with a renewed focus on collaboration,” said Antonio Filosa, Stellantis chief operating officer for North America. “Our new approach is centered on removing unnecessary limits for our dealers, and ensuring we are aligned and able to succeed together in a competitive market.”
Photo by: Stellantis
Addressing dealers in attendance at the National Automobile Dealers Association Convention (NADA) in New Orleans, Filosa and other Stellantis executives presented a “comprehensive” plan designed to reinvigorate sales. That includes an expanded product portfolio, particularly with lower-priced trims for the Ram 1500, new products for Jeep, and the Dodge Charger Sixpack with a combustion engine.
“We’ve seen an overwhelmingly positive response based on these promises and commitments,” said Stellants Head of US Sales Jeff Kommor. “And we have confidence that 2025 is going to be a great year for the company and dealers alike.”
Speaking with numerous Stellantis executives at the 2025 Detroit Auto Show, we sensed a similar thread of optimism in the wake of Tavares’s resignation.
“I think the biggest thing is just taking the control and pushing it back out to the regions,” said Dodge CEO Matt McAlear.
“The leadership that [Stellantis Chairman John Elkann and Chief Operating Officer Antonio Filosa] have shown all of us, and the trust and opportunity to make changes is incredible,” said Bob Broderdorf, head of Jeep for North America.
In addition to more vehicles, Stellantis is unlocking the coffers for more marketing in North America and, in certain cases, slashing prices. Case in point: Some Jeep models are over $7,000 cheaper for 2025.
“The walks are aggressive, we are competitive,” said Broderdorf. “I’m looking to competitively position our cars and pick a fight.”
What do dealers have to say about all this? The US Stellantis National Dealers Council believes the automaker is on the right track, according to a report from Automotive News.
“The dealer network is very supportive of Antonio Filosa,” said Michael Bettenhausen, chairman of the US Stellantis National Dealer Council.
Whether all this positive talk translates to positive results, only time will tell.