Stellantis: 2025 target is to sell more electric cars at competitive prices

Here is what Imparato, now Chief Operating Officer for Europe, had to say at the Brussels show

Photo by: Motor1.com

By: Eleonora Lilli

Jan 12, 2025 at 4:30am ET

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Losing money 'is not an option for Stellantis'. Jean-Philippe Imparato, now Chief Operating Officer for Europe, made this clear to journalists at the Brussels show. In 2024, the price war for electric cars was closely monitored by the group, which saw it escalate in Germany in particular.

Among the reasons for this intense commercial competition is the obligation to comply with CO2 regulations, and Stellantis has adopted a price repositioning strategy that, in order to balance the margin, involves reducing the price of electric vehicles (BEVs) and increasing the list price of internal combustion vehicles (ICEs).

The goal for 2025 is a competitive positioning of BEVs, while maintaining a minimum margin threshold to avoid losses.

With regard to joining forces with Toyota, Ford and Tesla to form an anti-CO2 pool to avoid EU sanctions Imparato said the deal was conducted to avoid having to cut ICE production and to support the transition to BEVs without compromising financial sustainability.

The challenges and goals of 2025

Imparato's sales policy for 2025 has one goal above all: to motivate dealers to push BEV sales, without monthly penalties. To incentivise sales of electric vehicles, there will be quarterly bonuses, based on sales targets for investors, countries and regions.

One of his main tasks for this year will be to strengthen the relationship with customers and the dealer network. The manager also said he was ready to protect the network and also the company's staff, consolidating the trust with workers through sustainable factory management.

Melfi, one of the Italian plants of Stellantis

Leapmotor T03

Another major challenge in the new year is the Chinese offensive, in all segments and in various European countries. However, thanks to Leapmotor Stellantis has an important card to play and can offer competitive vehicles at lower prices than its competitors.

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Many brands, many identities

Created from the merger between the Fiat Chrysler Automobiles and PSA groups, Stellantis, as we know, controls fourteen automotive brands: Abarth, Alfa Romeo, Chrysler, Citroen, Dodge, DS Automobiles, FIAT, Jeep, Lancia, Maserati, Opel, Peugeot, Ram Trucks and Vauxhall. Former CEO Carlos Tavares had first promised that the newly founded Group would invest in all brands for ten years, then last autumn said that the struggling brands would only have two to three years to save themselves.

What is Imparato's opinion? Thanks to the shared platforms (STLA Large, STLA Medium, STLA Small, STLA Frame) the management of the various brands is simpler, according to him.

Stellantis platforms

Photo by: Stellantis

The maintenance cost is lower and the objective is to maintain a clear and distinctive positioning for each brand, avoiding overlaps. Citroën, for example, will focus on affordable cars, while DS will maintain a premium position.