Stellantis is not looking to introduce any additional brands to the US in the near future.

      Citroen Ami. Stellantis

      Do you ever dream of fun European car brands making their way to America? I do too. During my recent trip to Nice a few months back, I saw a multitude of French cars and have been yearning for a quirky hatchback ever since. Unfortunately, it appears unlikely in the near future, as many of these manufacturers—such as Peugeot and Citroen—are part of Stellantis. Last week at the Automotive News Canada Congress, Stellantis executive Jeff Hines dashed any hopes of these brands entering the market here.

      When directly asked if we could expect these brands in North America, Stellantis Canada CEO Hines responded, “No, I don’t think so. I don’t believe we’ll have Opel, Peugeot, or any European-centric brands here.”

      This doesn’t mean we won’t ever see a European-market car sold in the States; it simply means those coveted Euro brands won’t be part of the mix. Hines pointed to the Jeep Avenger, which he believes would be “a fantastic product” for this side of the Atlantic. “It aligns with the growth of small SUVs we’re witnessing everywhere,” he elaborated. “I think it addresses many affordability issues, which we’re working on to help everyone re-engage with the market.”

      This stance contrasts with other automotive giants like Volkswagen, which are preparing to introduce European brands to North America, including their electric Cupra line. I somewhat understand VW’s motivation for bringing Cupra here, as it’s gaining traction with younger audiences in Europe, and they aim to generate enthusiasm for EVs among American youth. However, Stellantis appears to struggle in marketing the European brands it already has available here, such as Fiat and Alfa Romeo. Venturing into yet another unfamiliar brand for American customers, especially one without an established dealer network, doesn’t seem logical.

      Former Stellantis CEO Carlos Tavares resigned unexpectedly in December 2024, a move many believed was prompted by board member pressures. Stellantis experienced a significant drop in sales in 2024, and Tavares was criticized for lacking insight into the North American market. Hines reinforced those sentiments when asked if the new management team had a better grasp of this market, replying, “Yes. 100%.”

      “For instance, Antonio Filosa is our COO. He resides in Metro Detroit. Our chairman, John Elkann, is frequently here. Therefore, the Stellantis group’s complete focus globally is on North America,” he continued. “When you live here daily, your understanding of the consumer increases significantly. I fully trust Antonio will help us introduce the right products at the right time and price that suit both our dealers and customers.”

      Clearly, in Hines’ perspective, as well as likely others', Citroens and Peugeots aren’t considered the right offerings.

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