Stellantis has shifted its U.S. strategy to double down on Jeep and Ram, the two brands most likely to revive sales after years of erosion. The move follows a $70 billion turnaround plan that earmarks 70% of product spend for four core labels, including Peugeot and Fiat in the United States.

By concentrating capital on Jeep and Ram, Stellantis aims to introduce a wave of vehicles priced under $30,000, a segment that has lagged behind competitors. This pricing strategy targets cost‑conscious buyers and seeks to reclaim market share lost to domestic rivals and new electric entrants in the U.S. market today.

Chief Executive Antonio Filosa said the focused investment will drive innovation in powertrains, connectivity and safety across the four brands. Analysts note that allocating 70% of R&D to Jeep and Ram could accelerate model refreshes and help the automaker counter declining demand for larger pickups and SUVs in the U.S. market.

The shift signals Stellantis’ intent to reassert dominance in the U.S. truck and SUV market, where it has struggled against rivals like Ford and General Motors. By focusing on proven brands and affordable pricing, the company hopes to reverse market‑share losses and stabilize earnings for the next fiscal year 2025.