If there is a group of brands that does not have the wind in its sails, it is indeed Stellar. Despite the arrival of new models, sales are declining from one year to the next, as evidenced by the sales figures which have just been released for the year 2024. The Stellantis group recorded a drop in sales of the order by 18%, driven by all brands except the brand Fiat whose sales increased by 2824% in 2024 compared to 2023.
How is this possible? The arrival of the news Fiat 500e comes to restore a little enthusiasm around the brand, abandoned for several years and held at arm’s length by a single model, now eliminated, the Fiat 500X. For 2024, the Fiat 500e, the cheapest electric car in Canada, has been sold in 1,275 copies. The only other Fiat model to have been sold new is the 500X, of which 41 examples found buyers.
The collapse of other Stellantis brands
Stellantis’ two largest brands in Canada in terms of sales are Jeep and Ram, which recorded sales drops of more than 20% each. How to explain such a situation? The Jeep Wrangler, Gladiator and Grand Cherokee have all been passed over by consumers, even though they once enjoyed some popularity. Positive sales of Jeep Compass and Jeep Grand Cherokee L were not enough to keep the brand afloat.
As for Ram, the abandonment of the Ram 1500 Classic and the arrival of a revamped version of the Ram 1500 DT, now equipped with the in-line 6-cylinder Hurricane engine, which does not seem to attract crowds, are responsible for the decline in enthusiasm. Some historically lower-selling models, however, recorded good results, notably the Ram 4500/5500 HD whose sales increased by 50%, and the Ram ProMaster whose sales jumped 44%.
As for Dodge, despite the presence of the Durango which received positive results despite its age and the Hornet PHEV whose sales exploded, the brand recorded a drop of 12%. We also have to sugarcoat the abandonment of certain models, like the Charger and the Challenger, two models which were aging, certainly, but which helped the Dodge brand to remain positive before.
Upcoming models
Two electric models quietly entered the Canadian market towards the end of 2024: the Dodge Charger Daytona and the Jeep Wagoneer S. These two vehicles, promised for the 2024 model year, have been delivered in 54 units and 12 copies respectively. Will they be able to help Stellantis for the next year in terms of sales? It remains to be continued, but the manufacturer will also be able to count on the promised arrival of the 2025 Ram 1500 Ramcharger electric range extender, which should attract certain buyers of full-size pickup trucks afraid of lacking autonomy with currently purely electric pickup trucks. proposed.
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