Stellants describes its extensive portfolio as “a constellation of 14 iconic automotive brands,” but managing them all isn’t easy. In Europe, this constellation includes Alfa Romeo, Fiat, Maserati, Aberdeen, Lancia, Citroen, Peugeot, DS Automobiles, Opel, and Vauxhall. On the American side, there are Jeep, Dodge, Chrysler, and Ram. Some are severely underperforming, and there’s constant chatter about trimming the lineup in some way.
Former Stellantes CEO Carlos Tavares managed all 14 brands under the conglomerate during his four-year tenure. However, his successor is reportedly analyzing each to determine whether he has a future under the corporate umbrella. Reuters Sources familiar with the matter claim Antonio Fellosa is currently “assessing the long-term viability of all 14 brands.”
Insiders told the news agency that retiring some brands is out of the question, and that some European marques are most at risk. Stellants clearly have a problem in the continent with overlapping brands fighting for the same piece of the market. Looking at the sales numbers, it’s not hard to tell which ones are the weakest.
According to the latest figures from the European Automobile Manufacturers Association (ACEA), some Stellar brands are standing out for the wrong reasons. During October 2025, DS Automobiles fell 21.2 percent to 25,195 registrations, equivalent to a 0.2 percent market share. The Lancia (bundled with Chrysler) fell 68.3 percent to 9,844 vehicles, or 0.1 percent of regional sales.
Maserati is grouped with Dodge and Ram, with registrations down 17.1 percent to 3,538 units and a market share of less than 0.1 percent. As some of you may recall, in recent years, Stellents has repeatedly had to deny rumors about selling the company. More recently, it announced a close collaboration with Alfa Romeo aimed at achieving greater economies of scale.
In contrast, the big Stellar brands are moving far more metal. Peugeot sold 469,322 vehicles in the first ten months of the year, giving it a 5.2 percent share. Citroen recorded 276,641 registrations, or a 3.1 percent share. Opel and Vauxhall followed closely with 263,659 units, or 2.9 percent of Europe’s total automotive pie.
Elsewhere, Alfa Romeo sold more cars than Luncia and DS Automobiles, which reached 47,699 units for a 0.5 percent share. Abert is not listed separately because its figures include Fiat, which fell 13.4 percent to 222,375 cars.
It is worth clarifying that ACEA’s figures cover all 27 member states of the European Union, plus Iceland, Liechtenstein, Norway, Switzerland, and the United Kingdom. These figures matter because Reuters Reports indicate Philosa is prioritizing volume growth. Actions include developing cheaper models, lowering EV sales targets, and bolstering low-margin fleet sales.
It’s too early to know what will happen from reviewing all 14 brands, but even if the Stellar does get the axe, it’s still likely to be more marques than the Volkswagen Group. The German giant oversees parts of the VW core brand, Skoda, Seat, Cupra, Audi, Lamborghini, Bentley, Ducati, VW Commercial Vehicles, and Bugatti.
