During the meeting, Stellantis executives showcased a steadfast commitment to mending their relationship and rebuilding trust with their dealers.
Stellantis North America executives revealed the company’s 2025 growth strategy during a closed-door meeting with Chrysler, Dodge, Jeep, and Ram dealers at the 2025 NADA Show. The automaker will increase marketing ad spend, launch a competitive incentive program, and introduce more affordable trims into the product lineup. The strategy aims to drive growth, stimulate consumer demand, and restore dealer confidence.
During the meeting, Stellantis executives expressed their unwavering commitment to repairing the shattered relationship with their dealer community that was strained under the reign of former CEO Carlos Tavares. In a recent dealership sentiment survey by Kerrigan Advisors, 72% of surveyed dealers expressed no trust in Stellantis. To repair the strained relationship, the automaker will prioritize transparency in all communications and reduce operational constraints to set up dealers for long-term success. In addition, the company will maintain a competitive and predictable incentive program to provide stability to dealers.
Stellantis will also invest more in advertising, returning to pre-pandemic levels to drive consumer engagement and stimulate demand. Jeep and Ram will be featured in an upcoming Super Bowl commercial, a high-profile that will position the brand in front of hundreds of millions of consumers.
Stellantis will also focus on expanding its product lineup and introducing more affordable vehicles to meet market demand. They will offer more affordable trim options for the iconic Ram 1500 and introduce a new range-extended Ram 1500 Ram Charger. They will also launch new gas-powered Dodge Charger models by the summer. In addition, three new nameplates will be added to the Jeep brand featuring internal combustion engine (ICE), hybrid, and electric powertrains.
Dealers expressed optimism following the meeting, highlighting the Stellantis executives’ attempt to set things right with their dealership base. This detailed and clear strategy for 2025 is an excellent start to the company’s journey to recovery, and its renewed focus on collaboration better positions the automaker and its dealership community for a competitive year ahead.
Kerrigan Advisors is the leading exclusive sell-side advisor and thought partner to auto dealers nationwide. Since its founding in 2014, the firm has led the industry with the sale of over 280 auto dealerships representing $9 billion in client proceeds, including the third largest transaction in auto retail history – the sale of Jim Koons Automotive Companies to Asbury Automotive Group. Kerrigan Advisors advises the industry’s leading dealership groups, enhancing value through the lifecycle of growing, operating and, when the time is right, selling their businesses. Led by a team of veteran industry experts with backgrounds in investment banking, private equity, consulting, accounting, finance and real estate, we not take listings nor do we employ a brokerage model; rather we develop a customized sales approach for each client to achieve their personal and financial goals. In addition to the firm’s sell-side advisory services, Kerrigan Advisors also provides a suite of automobile dealership consulting and investor services including growth strategy, market valuation assessments, capital allocation, transactional due diligence, open point proposals, operational improvement and real estate due diligence.
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