Within the Stellantis group, the brands Alfa Romeo, DS Automobiles, Lancia are a little apart. Compared to the generalist brands Citroën, Fiat, Opel, Peugeot, these premium brands are there to generate comfortable margins with a more limited production volume.
Identity preserved
In order to keep costs as low as possible, the premium brands will use the same platforms (those of PSA: CMP, EMP2 and the future STLAs of Stellantis). This use of common elements does not mean that all cars produced will be alike, which is why it is mandatory that the identity of these brands be clearly defined and respected. Of course, this goes through the style of these cars, Jean-Pierre Ploué (on the left in the photo next to the Lancia boss) the group’s design director will ensure that each brand clearly displays its own identity. Among his major works, it is he who will supervise the Lancia style center so that the century-old brand finds color. It is true that the premium brands of the Stellantis group have a great need to be taken care of: Alfa Romeo is still in a period of transition, DS Automobiles is still a brand in the making and Lancia has long been dormant with a the only model in its catalog, the venerable Lancia Ypsilon.
Lancia return announced
The group must also clearly define the positioning of each of the brands so that they do not cannibalize each other. If for DS Automobiles, it is accepted that it embodies French luxury with a strong technological content, for Alfa Romeo it is sportiness that is put forward. For Lancia, the poor relation of this trio, it will have to be able to reinvent itself with attractive models displaying a lot of elegance and undoubtedly a certain automobile classicism.
Maximize sales
For all these brands, they will have to please to last. It is only by increasing their sales that their future will turn pink. Indeed, the Stellantis group will not be able to be satisfied with the tens of thousands of vehicles sold worldwide for each of its premium brands. They need to take it up a notch. For this, new models will arrive on the market. SUVs of course like the future Alfa Romeo Tonale (photo), the DS 9 ASL (for Aero Sport Lounge), but also electric with a future Lancia city car which will take over the basis of the Peugeot 208 and e-208, sedans compact with the renewal of the Alfa Romeo Giulietta, but undoubtedly also of the Lancia Delta… For Stellantis, the premium brands of the group must take the example of Volvo, another high-end manufacturer, which imposes itself on the market with a large number of models of all sizes.
Good foundations to last
The good news is that the Stellantis group has all the elements to succeed, modern platforms which will evolve further with the new STLA bases (STLA Small, STLA Medium, STLA Large and STLA Frame), thermal, hybrid and electric technologies. Cree high level including the new electric propulsion module EDM (integrating motor, gearbox and converter) PSA / Nidec. It will be available in three versions (EDM1 from 96 hp, EDM2 from 170 to 245 hp and EDM3 from 204 to 449 hp). The group also knows how to build good city cars, good sedans and good SUVs. All you have to do is imagine new cars, roll up your sleeves and produce while sharing the same technical elements in order to limit production costs as much as possible while guaranteeing each brand its visual identity and its history.
