Stellantis is finally making moves to clean up its portfolio. For months, rumors have circulated regarding the fate of the massive automotive conglomerate. Now, inside information confirms that changes are coming. Specifically, Stellantis is ready to trim the fat. However, this does not mean they are selling off the brands we care about. Dodge, Ram, and Jeep remain safe for now. Instead, the company is targeting a different underperforming asset. Consequently, one specific brand is officially on the chopping block.
The Brand Facing Elimination
The brand in question is DS Automobiles. According to recent reports, DS is facing an immediate shutdown. This information comes directly from inside sources at the board level. Therefore, the decision appears to be moving forward quickly. For American enthusiasts, this might not sound like a disaster. We are primarily focused on muscle cars and trucks. However, this move signals a major shift in corporate strategy.
DS operates in the European market. It functions as a luxury small car brand. Unfortunately, it is simply not performing well. In fact, the numbers are abysmal. The brand does not even make up 1% of the market share. Furthermore, it is not moving metal within the Stellantis group. As a result, its existence is becoming harder to justify. This is especially true when comparing it to other internal brands.
Related Post
For example, Peugeot is also part of Stellantis. While some might consider it a “French garbage company,” it generates volume. Peugeot makes up approximately 5.1% or 5.2% of what Stellantis does. In contrast, DS provides almost nothing. Consequently, the disparity in performance is glaring. This financial reality is driving the decision to close the doors.
American Brands Carrying the Weight
The failure of brands like DS highlights a critical truth. The American side of the house is supporting the entire company. Specifically, Chrysler, Dodge, Jeep, and Ram are vital. They are the financial engine of Stellantis. Without them, the European brands would likely collapse. They literally are keeping all of the other brands afloat.
This dynamic is undeniable. Maserati is not doing much better than DS. Alfa Romeo is also struggling. Yet, the profits from Ram trucks and Jeep SUVs continue to pay the bills. As a result, the underperformance of DS is no longer acceptable. The company can no longer afford to carry dead weight. Therefore, the decision to cut DS is a financial necessity.
The Timeline for Shutdown
The timeline for this shutdown is aggressive. Sources indicate that DS may not see the next year at all. Moreover, if it does survive into the new year, it likely won’t finish it. The brand could be gone before the first quarter of 2026 ends. This is a rapid de-escalation of operations. It suggests that the board is done waiting for a turnaround.
Previously, there was speculation about selling assets. Carlos Tavares, the former leader, had a specific approach. He wanted to keep all the brands. If he couldn’t keep them, he wanted to sell them for profit. He was not willing to simply shut them down. However, the leadership dynamic has changed. Antonio Filosa is now involved in these decisions. Unlike Tavares, Filosa is willing to make the hard call. He is willing to shut it down completely.
The “Plymouth” Strategy
Stellantis is choosing to “Plymouth” the DS brand. This means they will simply close it. They are shelving it rather than selling it off. This is a distinct change in strategy. In the past, selling to foreign markets was a real possibility. For instance, BYD was previously sniffing around Stellantis facilities. They were looking at Chrysler and Maserati. If those deals had gone through, those heritage brands might be Chinese-owned right now.
Fortunately, that did not happen. We reported on those events when BYD was caught at the facilities. Because that news broke, leadership halted the sales. Now, with DS, the approach is different. They are not selling the brand to China to clear debt. Instead, they are erasing it from the lineup. This eliminates the operational cost without transferring the asset to a competitor. As a result, the brand will cease to exist as an active manufacturer.
Redundancy in the Marketplace
The primary reason for this shutdown is redundancy. DS serves no unique purpose. It occupies the same space as Lancia. It also overlaps with Alfa Romeo and Maserati. Consequently, the company has too many brands fighting for the same small slice of the pie. You simply do not need DS. It is a redundant company.
Furthermore, the product itself is not necessarily bad. The designs are decent. However, the market position is weak. Unless Stellantis planned to turn DS into a Bentley or Rolls-Royce competitor, it makes no sense. They cannot achieve that status. Therefore, keeping it up and running is illogical. It burns cash that could be used elsewhere. For example, that money could support future SRT development.
Future Implications for Enthusiasts
This move might actually be good news for Mopar fans. It frees up resources. We know that “Plymouth” style products are coming back in spirit. Specifically, SRTs are returning in 2026 for the 2027 model year. Therefore, cutting dead weight like DS ensures those future muscle cars have funding. The company needs to focus on what sells. What sells is Ram, Jeep, and Dodge performance.
Ultimately, most of us do not care about DS. It is a European luxury experiment that failed. However, its death signals that Stellantis is getting serious. They are finally listening to the financial reality. The American brands are the priority. Everything else is expendable. This is the mindset we need to see moving forward.
Last Chance for Ram Giveaways
Speaking of American horsepower, the channel’s giveaways are ending soon. The Ram 1500 and Ram 2500 giveaway is in its final hours. Goodies Popcorn has matched the 400x entries. In addition, OBD Tech is offering 400x entries on the Ram 2500 Big Horn. These offers end tonight at midnight Pacific time. To clarify, that is 3:00 a.m. East Coast time on Saturday.
If you want to win a Ram 1500 Laramie with all the bells and whistles, you need to act now. There are limited items left. The audience destroyed the inventory yesterday. Currently, there are only about three items left for the OBD Tech 400x entries. Once the clock strikes midnight, these opportunities are gone. You can secure your entries at the channel’s store. Support the sponsors who make this possible. Goodies Popcorn and OBD Tech stepped up to buy these trucks for you. Make sure to check it out before the window closes.
