Consolidated brands, ranges & fresh factory plans
Despite a rapidly changing marketplace, Stellantis is a motor manufacturer on the move in South Africa. With its new assembly plant fast coming out of the ground at Gqeberha, the local arm of the world’s fifth-largest automaker took time to consider and report on the realignment of its nine brands at a function in Johannesburg last week.
In brief, Stellantis has taken a long look at itself in the local market and realigned its brands to ensure that tits overall range of cars now complement each other, rather than compete with one another. The now more coordinated brand structure sees Citroën at the entry level, offering affordable mobility for the first time buyer, stepping up to Opel now positioned as an SUV focused brand aimed at the young professional.
A new focus for every Stellantis brand
Next up, progressive and utility oriented Peugeot will focus on the entrepreneur and small business owner before the next piece of the puzzle, Fiat, which now focuses on fun and stylish small cars and micro mobility for the urban lifestyle. All new Chinese EV brand Leapmotor will imminently arrive in South African to satisfy new tech adapters and trendsetters as part of Stellantis’s trio of flagship brands.
Jeep continues as the vehicle of choice for the family explorer and adventurous outdoor enthusiast, with Alfa Romeo as the top tip of the pyramid to satisfy the thrill seeking executive and professional. “We have reduced range complexity and streamlined our line-up to ensure that we now offer buyers a sensible and complimentary selection of cars across all our brands,” Stellantis commercial director Charl Timm confirmed.
A more streamlined Stellantis range
So now rather than a fleet of confused cars flying through a swarm of brands, Stellantis will offer a far more streamlined overall range. As part of this realignment, an all-new Pro One commercial arm will take over control of all Stellantis South African LCV offerings from 2026. Topped by the recently re-fettled Peugeot Landtrek bakkie that’s also headed for local production in everything from workhorse single cabs to lifestyle double cabs at Stellantis SA’s under construction Coega, Gqeberha plant.
Fiat will take care of Pro-One’s panel van market along with the new Scudo and Ulyse bus, while a new entry-level R210K Citroen C3 Hola panel van is also imminent in South Africa. At the other end of the scale, the Jeep Gladiator will look after the top end of the lifestyle bakkie market. Speaking of Citroen, the value for money C3 and C3 Aircross passenger car ranges continue to sell under the R400,000 mark.
Opel takes on Chinese with Grandland SUV
Next up, Opel was the belle of last week’s ball. The all new R789K made in Germany Grandland set to take it to the Chinese on value. Grandland joins Mocca and the recently launched Corsa Irmsher Edition on the range. Soon to be joined by the even more value-orientated new Frontera SUV just below the Grandland on the range. Peugeot will meantime focus more on commercials, as noted above.
Speaking of the Chinese, if you cannot beat them, join them. Stellantis’ 51% investment in 2015 electric car start-up Leapmotor will see the brand enter the local market in the coming months. It commences with the C10 range-extender EV (below) that was rolled out to the media this week. Fitted with a combustion engine generator, it charges the battery on the move. The first Leapmotor promises up to 1,150km on a full tank and charge.
China: If you can’t beat them, Join them!
Moving on to Jeep, the rugged Wrangler recently gained a downsized turbo 2-litre four-cylinder. It will soon be joined by the 6.4-litre Hemi V8-powered Rubicon 392. And finally, the super-sexy Alfa Romeo Junior. It will arrive in South Africa still this quarter. Powered by a choice of a 115 kW plug-in-hybrid or the brawny all-electric 206kW Elettrica. On first impressions, this one may just make all-electric driving irresistible.
It’s a challenging time in the fast-changing South African car industry, but Stellantis is fully up to the challenge. “We’ve enjoyed healthy growth in tough trading conditions, but we must still adapt to improve,” Stellantis CEO Mike Whitfield concluded. “Our R3-billion greenfields Coega plant underlines our objectives. But it is also important to keep abreast with this rapidly changing marketplace.
Can Junior make electric driving irresistible?
“Prevailing conditions and the Chinese car onslaught have rapidly shifted trends, expectations and initial production targets, so we have had to be agile. As such, we will now add two African market models. To build alongside the bakkie already earmarked for production at the new plant. While also streamlining our overall lineup to best serve this ever evolving marketplace.”