Stellantis, the Netherlands-based automaker formed through a merger between Fiat Chrysler and Peugeot S.A (PSA), is preparing to expand its electric vehicle (EV) offerings in North America. After a successful 41% year-over-year increase in EV sales to 288,000 units in Europe last year, the company is now targeting the North American market with its Ram and Jeep brands.
Despite initial resistance to the electric trend in the auto industry, Stellantis CEO Carlos Tavares now acknowledges the value of EVs, particularly after the company’s record-breaking results in 2022. The company was #1 in commercial EV sales in the EU30 and #2 in overall battery electric vehicle (BEV) sales, with the Fiat New 500 and Peugeot e-208 taking top spots in Italy and France, respectively. Stellantis currently has 23 BEVs on the market, with plans to double that number by the end of 2024.
As part of its Dare Forward 2030 strategy, Stellantis aims to have over 75 EVs globally, with 5 million in EV sales by 2030. Tavares says the company is ready to “lead the same transformative journey in North America,” starting with the Ram and Jeep brands.
The Ram Promaster BEV, with Amazon as its first fleet customer, will be the first to debut in North America, with deliveries expected to begin in the second half of 2023. Ram’s electric pickup truck, the Ram 1500 REV, is set to arrive in the fourth quarter of 2024, and Jeep is preparing to open reservations for its all-electric Recon and Wagoneer “S” models later this year.
While Stellantis has the potential to make a significant impact in the North American EV market, the company must approach its strategy carefully to ensure success. With established brand awareness and a strong product lineup, including the highly anticipated Ram and Jeep EVs, the company has the necessary pieces in place. However, as other legacy and start-up automakers also vie for a share of the market, Stellantis must move quickly and execute flawlessly to make a lasting impression.
