Stellantis fights to survive: Industry crash, Chinese EV takeover, and strikes leave company in crisis

In a stark admission of the deepening challenges facing the global auto industry, Stellantis, one of the world’s largest carmakers, has slashed its financial forecasts for 2024. This recalibration comes as the company battles significant headwinds in both the U.S. and European markets, struggling with declining sales, labor disputes, and fierce competition from Chinese electric vehicle (EV) manufacturers.

Stellantis, formed from the 2021 merger of PSA Peugeot and Fiat Chrysler, has revised its earnings projections downward in light of ongoing investments to stabilize its U.S. operations, which have seen sales plummet. The company is also grappling with a broader industry slump exacerbated by Chinese automakers’ aggressive push into the global EV market. Stellantis had hoped to sustain its profitability through aggressive North American sales and cost-cutting measures but now faces a grim forecast of negative cash flow, ranging from €5 billion to €10 billion, by year-end.

The automaker’s struggles are not confined to North America. Its European operations, particularly in Italy, face growing unrest. Workers have planned strikes in response to Stellantis’ production cuts, which are seen as a response to weaker demand. Labor unrest has become a significant issue, with Stellantis facing mounting pressure from the United Auto Workers (UAW) in the U.S., whose demands could lead to further financial strain on the automaker.

Experts suggest that Chinese automakers, led by companies like BYD and Leapmotor, have disrupted the global market by offering competitively priced EVs with strong technological appeal. Carlos Tavares, Stellantis’ CEO, has acknowledged this competitive threat, warning that Chinese electric vehicles are posing perhaps the greatest risk to European and North American automakers alike. Stellantis has sought to counteract this by entering into a partnership with Leapmotor to bring cost-effective EVs to European markets, but this strategy has yet to yield significant results.

Despite these efforts, Stellantis continues to struggle with managing inventory, particularly in North America, where the company has been forced to accelerate efforts to clear out 2024 and older model inventories. Stellantis initially planned to reduce dealer stock levels to fewer than 300,000 vehicles by early 2025 but is now targeting this goal by the end of 2024.

In addition to these operational challenges, Stellantis’ leadership transition has added another layer of uncertainty. The search for a successor to Carlos Tavares is underway as the automaker seeks new leadership to guide it through these turbulent times. Tavares, who has been under fire for Stellantis’ dismal financial performance in the first half of the year, has faced pressure from both U.S. dealers and labor unions.

Industry analysts believe that Stellantis’ troubles are symptomatic of larger industry-wide challenges, including high inflation, increasing production costs, and the shifting landscape of global trade policies. The company’s performance also mirrors the broader issues plaguing legacy automakers as they transition to EV production. Experts note that Stellantis, like many of its rivals, must navigate these market shifts while maintaining profitability in an increasingly competitive global marketplace dominated by Chinese automakers.

Expert opinion on Stellantis’ future

Auto industry analysts express concern about Stellantis’ ability to navigate the rapidly changing landscape. One analyst commented that Stellantis’ situation reflects the broader challenges facing traditional automakers, particularly as they pivot to electric vehicles. The growing presence of Chinese manufacturers, who have mastered the art of building affordable and technologically advanced EVs, poses a substantial threat to legacy brands. Stellantis must accelerate its push into EVs while reducing production inefficiencies, all amid labor unrest that could further disrupt operations.

Ultimately, experts argue that Stellantis needs to move quickly to establish a foothold in the EV market while managing its legacy operations, or risk falling behind in an industry increasingly driven by innovation and cost-effective manufacturing.