18:05 03-02-2026

Stellantis moves to sales volume over high margins in new strategy

Stellantis is shifting its strategy for the first time in years, moving away from a focus on high margins to prioritize sales volume. The era of Carlos Tavares's policy of raising prices for maximum profitability has ended. The conglomerate now faces declining demand, mounting inventory, and dealer network challenges, forcing a reassessment of its approach.

Several brands within the group have already felt the impact of this new direction. The Opel Corsa Electric and Peugeot E-208 have seen price cuts to counter the aggressive push of the Renault 5 in the B-segment. Their new price points are €27,400 and €29,070, respectively. The next generation of these models, slated for 2027, will feature cheaper LFP batteries from CATL, which should bring costs down to around €25,000.

Citroen stands out as a prime example of these changes. As one of Stellantis's 'affordable' brands, it has effectively become the front line in the battle for customers. The brand's electric vehicles, from the e-C3 to the e-C4, now compete on price with models from BYD, MG, and Leapmotor. Demand is particularly strong for the Citroen e-C3: the version with a 212 km range costs €16,950, while the 325 km variant is priced at €19,550. Due to the volume of orders, Stellantis is even adjusting production and its model lineup.

The electric e-C3 Aircross is now offered only with a 400 km WLTP battery for €25,990, and the e-C4 and e-C4 X start at €30,090 for the 354 km WLTP version. Stellantis openly acknowledges that these price adjustments are a necessary response to market shifts, where Chinese manufacturers and new European players are creating significant pressure.

This new strategy aims to revive sales and strengthen the dealer network. The company has even allocated a budget to support partners in vehicle buybacks, reducing their risks. In practice, this means Stellantis is returning to a classic business model: selling in volume, earning steady profits, and retaining customers, rather than betting everything on record margins.