by Stellantis announces a large-scale strategy: affordable cars are returning
Stellantis has presented its new global strategy, which involves the production of affordable cars. The manufacturer plans to launch several new models at reasonable prices for the North American market. Specifically, two models will cost less than $30,000, and seven models will be available for up to $40,000. All these new vehicles will appear by the end of the decade.
As part of a global model lineup update, which includes over 60 new launches and 50 major updates, North America will receive 11 completely new vehicles by 2030. Stellantis is betting on a variety of powertrains, not focusing exclusively on electric vehicles. The company confirmed plans to release 29 electric vehicles, 15 plug-in hybrids, 24 hybrids, and nearly 40 models with internal combustion engines or mild hybrids.
The new STLA One platform as the foundation of the strategy
The foundation of the new strategy is a modular architecture called STLA One. It will be used for over 30 models worldwide. The platform launch is scheduled for 2027. It is intended to replace several existing platforms with a single scalable system that will support everything from compact hatchbacks to mid-size crossovers.
Stellantis states that the platform is specifically designed for different types of powertrains. It can be equipped with steer-by-wire technology, the STLA AutoDrive autonomous driving system, and the STLA Brain software architecture. Additionally, the platform will feature the STLA SmartCockpit interface for better driver-vehicle interaction. For electric vehicles, battery integration into the body is provided, reducing cost and weight.
Priority brands and regional players
The company has also reviewed the priorities of its brands. Jeep, Ram, Peugeot, and Fiat have now become Stellantis’s four main global brands. They will receive the lion’s share of future investments. About 70 percent of development spending will be directed specifically to these brands, as well as to the Pro One commercial vehicles division.
Other brands will continue to exist but will receive ready-made technical solutions rather than influencing their development. Alfa Romeo, Dodge, Chrysler, Citroen, and Opel are positioned as strong regional players that will use shared technologies and platforms. Maserati has received an extension with two new flagship models in the E-segment. Lancia and DS will continue to operate as niche specialized brands.
European plans and international cooperation
The European part of the plan includes a new wave of compact crossovers, hybrids, and urban electric vehicles. They are designed to better compete with Chinese manufacturers, who are rapidly expanding on the continent. Among these models could be the return of the iconic Citroen 2CV. Furthermore, Stellantis is partnering with its long-time Chinese partner, Dongfeng, to produce and sell Voyah vehicles in Europe.
Earlier this week, the company announced a partnership with Jaguar Land Rover to develop vehicles for North America. This agreement could help JLR avoid high import duties on European-made vehicles they sell in the US.
Such an ambitious plan indicates Stellantis’s desire to establish a strong market position by offering a wide selection of vehicles for different segments. The return to affordable models could be a key factor in attracting buyers looking for practical and inexpensive vehicles. At the same time, focusing on a few key brands will allow the company to allocate resources more efficiently and invest in the most promising areas. Collaboration with other manufacturers, such as Dongfeng and JLR, opens up new opportunities for market entry and optimization of production processes.
