Stellantis Prioritizes Alfa Romeo, Cuts Back on Lancia and DS Models

Stellantis is shifting its focus toward Alfa Romeo, reportedly putting several Lancia and DS Automobiles projects on hold. After attempting to revive all three premium brands at once, the company appears to be concentrating resources on Alfa Romeo to strengthen its future lineup.

Resources Spread Thin Among Three Premium Brands

When Stellantis was formed in 2021, CEO Carlos Tavares promised growth for all brands under the group. However, trying to boost Alfa Romeo, Lancia, and DS simultaneously has stretched investments too thin. For instance, Lancia launched the new Ypsilon city car in 2024 and followed it with the Gamma SUV, which shares technical features with Alfa Romeo’s soon-to-arrive compact SUV. Meanwhile, DS has pushed forward with the DS No. 7 and DS No. 8 models, the No. 7 sharing its platform with Lancia Gamma and the upcoming Alfa Romeo Tonale.

Meanwhile, Alfa Romeo has largely relied on just one recent launch — the Junior model introduced in 2024 — without new models arriving. This imbalance suggests that more could have been done for Alfa Romeo had fewer new models been developed simultaneously for the other two brands.

Sales Figures Highlight Challenges for Lancia and DS

Both Lancia and DS have struggled with sales. In 2025, Lancia sold only 11,591 cars across five European countries, with the majority in Italy. DS fared slightly better in Europe but still saw a 23% drop in registrations to 27,772 vehicles that year. These modest results raise questions about whether Stellantis had the capacity to successfully revive three premium brands with overlapping goals.

Cancelled Models and Future Plans

According to reports from the Journal de l’Automobile, the planned 2028 Lancia Delta and the DS No. 4 have been scrapped. On the other hand, Alfa Romeo is reviving a previously canceled project, the Alfetta—a new compact sedan expected by 2030. Production is said to be planned for the Tychy factory in Poland.

The premium brands are also undergoing organizational changes. DS may now align closer with Citroën, returning to a relationship seen during the PSA era. Meanwhile, Lancia could be integrated back into Fiat’s lineup, moving away from a standalone premium position.

Looking Ahead to Alfa Romeo’s Revival

This move brings more clarity but also a delayed timeline. Alfa Romeo fans will likely wait until 2030 for the Alfetta, while plans for successors to the Giulia and Stelvio remain unclear. Stellantis seems to be accepting that it cannot successfully revive multiple premium brands at once. After five years of divided attention, Alfa Romeo might finally get the focused investment it needs, but only after significant delays.

Source: italpassion.fr