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HUB / EV & Auto Report
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Stellantis in Crisis: How 14 Brands and a Margin-First Strategy Created a Mess
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@techwheel
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2026-05-13 06:26:20
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- CEO Carlos Tavares's strategy: extract maximum margin from legacy ICE vehicles (Jeep, Ram) while delaying EV investment — worked until it didn't - The 2024 collapse: US market share fell from ~11% to below 9% in two years; dealer inventory hit record levels; Tavares resigned in December 2024 - Product cadence failure: Jeep Grand Cherokee went 5 years without a meaningful refresh while Ford Explorer, Chevy Traverse, and Toyota Grand Highlander launched all-new models - Ram 1500 REV EV: announced in 2022 but deliveries repeatedly delayed into 2025-2026 — dealers and customers moved to Ford Lightning and GM Silverado EV while waiting - The Dodge Charger Daytona EV problem: powerful on paper (496hp base), but branding it as a direct V8 replacement alienated the enthusiast base without attracting new EV buyers
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