Jeep Maker Stellantis Brings Back American Classics After CEO Exit
Automaker moves to revive Dodge and Chrysler labels after sales plummeted in 2024, leading to the departure of Carlos Tavares
Jeep is reviving its Cherokee-sized SUV. Dodge is bringing back the gas-engine version of its Charger muscle car. And Ram is hitting pause on its all-electric pickup truck.
In the weeks since the departure of former CEO Carlos Tavares, executives at global automaker Stellantis STLA 2.55%increase; green up pointing triangle have been moving swiftly to turn around the U.S. operations, employing a series of changes to jump-start sales again.
At the top of their list is reinvigorating well-known American brands, such as Chrysler and Dodge, whose sales and lineups have withered in recent years.
Stellantis’s brand leaders say they need to get back to basics by offering models at more affordable price points and promotions that can help increase sales. Such moves, they say, could reverse a dismal 2024 that concluded with Tavares’s exit in December.
Since the departure, the automaker has essentially shelved the former CEO’s playbook. Stellantis has delayed the release of two high-profile, electric-vehicle models and rehired some executives who had departed under Tavares, including bringing back a retired company veteran to lead the Ram brand.
Additionally, the company plans to launch new models in popular categories that it had pulled back under the previous leadership. Among them are a replacement for the Jeep Cherokee, a nameplate that accounted for about 17% of Jeep’s annual sales at one point before it was discontinued earlier this decade.
Overall, Stellantis sells seven auto brands in the U.S., including Maserati and Alfa Romeo.
“We need to be sure that in the next 12 months, we see a clear path to go to double-digit [market share],” said Antonio Filosa, who was named Stellantis’s chief operating officer of North America in October. Stellantis’s U.S. market share plummeted in the four years that Tavares led the combined company, dropping from 12.5% to roughly 8% last year.
Formed through a 2021 merger of Fiat Chrysler Automobiles and France’s PSA Group, Stellantis started out strong by recording profits that vastly outpaced rivals, due in part to Tavares’s relentless focus on efficiency.
He also pledged to recharge the company’s weaker brands—Chrysler, Dodge and Fiat—using the global automaker’s engineering heft to quickly redesign models and freshen stale lineups.
While Tavares added some new models, he cut others and was adamant about keeping sticker prices high, despite complaints from dealers that it was hurting sales and leading to a pileup of unsold inventory.
By December, Tavares was out. The company cited “different views” that had emerged between the executive and key stakeholders. The former CEO declined to comment for this article.
December is generally a busy sales period for the industry, and Stellantis had only two of the top 20 models sold in the U.S., according to data from industry research firm Motor Intelligence. Jeep and Ram didn’t even crack the top 10 among brands.
A new CEO is expected to be named in the first half of this year. Meanwhile, Stellantis Chairman John Elkann, the scion of Italy’s famous Agnelli clan, has stepped in to lead an executive committee that will help him run the business. Following the departure of Tavares, Elkann went on a globe-trotting peacekeeping mission with Stellantis’s key stakeholders.
At the Detroit Auto Show earlier this month, brand executives were promoting the recent changes and trying to instill confidence that it has a plan to regain lost momentum.
“It’s no secret, the relationships that we have with our dealers, our suppliers, the general people who have been associated with us for the last few years, that needs a lot of love and attention,” said Bob Broderdorf, head of Jeep in North America.
Dealers say the return of a midsize Jeep to replace the Cherokee and a forthcoming gas-powered Dodge Charger has them feeling optimistic about 2025. The lack of an immediate replacement for those two models proved to be a significant challenge to its sales growth, especially for Dodge, which was left with only three models.
Following Tavares’s departure, Filosa reshuffled the executive ranks in North America and said the return of Tim Kuniskis, the former Dodge and Ram chief who retired just months earlier under Tavares, will play a big role in reversing the sales decline.
As head of the company’s highly profitable Ram brand, Kuniskis said his first move was to temporarily shelve plans to sell an all-electric pickup next year and instead introduce a truck that runs on battery power but has a backup gas engine.
“Why aren’t we leading with our best foot?” Kuniskis said at the Detroit Auto Show.
Ram sales fell 19% in 2024, compared with a year prior. Kuniskis said he is also focusing on increasing Ram’s leasing figures in 2025 to customers in regional markets where it isn’t offering competitive deals.
“We’re missing the boat there,” he said.
Bigger questions have loomed over the fate of Chrysler, the iconic American brand that once served as a powerhouse for the company’s U.S. business.
Chrysler currently only sells two models—both minivans. The company stopped making the Chrysler 300 sedan after the 2023 model year, further whittling down its lineup.
Brand Chief Executive Chris Feuell offered little when asked about Chrysler’s future. It plans to sell a refreshed Pacifica in 2026, followed by a new crossover vehicle and then a third model inspired by a futuristic coupe-like concept car that it released in early 2024. A planned EV has been temporarily shelved.
Feuell expects to double sales to about 300,000 a year with the new Pacifica and future models.
“I have no interest in being a niche player,” she said.
Meanwhile, dealers are expecting sales to regain momentum this year because the car company has been providing them with more firepower to offer customers financial sweeteners.
Ralph Mahalak, a Stellantis dealer in Michigan, said he is expecting to sell up to 37% more cars in 2025 compared with last year, prompting him to hire more workers.
During sales calls with staff, Mahalak said he has found himself rattling off a list of new promotions that had been eliminated in recent years.
“Shoot, this almost feels like the old days again,” Mahalak said.