Priorities within Stellantis are visibly changing. The automotive giant, born from the merger between FCA and PSA, is beginning to distance itself from the business model that defined its initial phase under the leadership of Carlos Tavares.

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The new roadmap points in a clear direction: cheaper cars, higher sales volumes, and tighter profit margins.

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Carlos Tavares was a central figure in the group's early years. From 2021 until his departure in early 2025, the executive championed a strategy based on reducing industrial costs and maximizing profit per unit sold.

The result was resounding for a time: Stellantis achieved some of the highest margins in the entire automotive industry.

However, the context has changed. Market pressure, the emergence of new competitors, and an increasingly price-sensitive consumer have highlighted the limitations of that approach. Today, Stellantis acknowledges that maintaining high margins is no longer compatible with continued sales growth.

Sacrificing margin to gain market share

The group's new direction involves accepting lower profits per vehicle in exchange for more competitive prices. This strategy is not theoretical: it is already being applied to several key models in the portfolio. In the compact electric segment, the adjustment has been particularly noticeable.

The electric Opel Corsa is one of the clearest examples. Its current price starts at approximately $29,900, a significantly lower figure than it was just a year ago. The Peugeot E-208 followed a similar path and now starts at around $31,700, after a significant reduction.

These decisions aim to revive demand and prevent Stellantis models from being outpaced by more affordable options.

The goal is no longer to stand out for profitability, but for competitiveness.

Renault sets the pace in Europe

One of the factors that has most influenced this strategic shift has been the growth of the Renault Group. The French brand managed to reposition itself strongly thanks to a combination of attractive design, modern technology, and well-competitive prices. The Renault 5 E-Tech quickly became one of the most sought-after electric cars in Europe.

Beyond the nostalgia its name evokes, the Renault 5 has connected with the public through its practicality, its urban focus, and, above all, its reasonable entry price. This balance forced Stellantis to react, especially in brands like Opel and Peugeot, which compete directly in the same segment.

The arrival of new generations of the Corsa and the E-208, expected next year, will reinforce this offensive. Both models will incorporate CATL batteries, allowing for reduced production costs and even more attractive prices without sacrificing range or performance.

FIAT and Citroen feel the Chinese pressure

While Opel and Peugeot occupy the heart of Stellantis's range, FIAT and Citroen represent their more accessible offering. In this area, the pressure is even greater due to the advance of Chinese manufacturers and low-cost brands that are rapidly gaining ground in Europe.

Models like the Citroen e-C3 already reflect this competitive tension. Its price went from around $25,000 at launch to currently being close to $21,300 for the version with a 320 km range.

This price reduction is not an isolated case, but the first step in a broader strategy.

Stellantis plans similar adjustments for the e-C4 and for FIAT's new electric range, which gained momentum with the recent launch of the Grande Panda. The goal is clear: to compete head-to-head with brands like Dacia, MG, and Chinese offerings from BYD, such as the Dolphin Surf.