(Motorsport-Total.com/Motor1) – When PSA merged with FCA to form the Stellantis group at the beginning of 2021, then-CEO Carlos Tavares promised to keep all 14 brands under the large corporate umbrella. Nevertheless, reports soon appeared suggesting that individual brands might be sold or even discontinued to streamline the portfolio. The rumors proved false – all brands survived the controversial Tavares era.
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However, speculation flared up again shortly after Antonio Filosa was appointed CEO in May 2025. A year later, all 14 brands remain safe. Yes, that even includes Maserati, which was the subject of several sales rumors. The situation seems similarly difficult for Lancia and DS Automobiles. But they too remain.
As announced this week, the FaSTLAne 2030 strategy envisions developing Lancia and DS Automobiles into specialty brands. Whatever that may mean. What is clear: Stellantis places Fiat at the head of Lancia, while Citroën takes responsibility for DS. Although no details about possible new models were given, Filosa promises that “every brand at Stellantis will play a clear role in achieving our FaSTLAne 2030 goals.”
Many new models – but how many from Lancia and DS?
The new industrial plan foresees launching a total of 110 new or revised models by the end of 2030. It is likely that some of these will carry Lancia and DS badges. It seems logical that the two struggling brands will each bring higher-end derivatives of Fiat and Citroën volume models. Completely independent new developments would make little sense given the presumably still small production volumes.
Stellantis continues to regard Lancia and DS as independent entities – they will not become mere trim lines for Fiat and Citroën models. The automaker does not specify what “specialty brands” concretely means. However, significantly lower volumes than the brands they will manage in the future are to be expected.
What do the sales figures look like?
According to the registration figures from the European Automobile Manufacturers’ Association (ACEA) for 2025, Lancia (reported together with Chrysler) fell by 64 percent to 11,754 units. An improvement is emerging for this year: registrations rose by 15.5 percent to 4,072 units in the first quarter.
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For DS Automobiles, ACEA figures for the past year show a decline of 22.5 percent to 29,042 vehicles. The downward trend continued in the first quarter of 2026: registrations fell by 17.1 percent to 6,771 units.
The new Stellantis strategy plan covers the period 2026 to 2030 – and unless anything changes, Lancia and DS Automobiles will remain separate entities. Fiat now belongs to the four global brands of the group, alongside Peugeot, Jeep, and Ram. Citroën is classified as a regional brand – together with Opel/Vauxhall, Alfa Romeo, Dodge, and Chrysler.
Motor1 says: Some may be surprised that Stellantis neither merges nor discontinues some of its struggling brands. As much as we like underdogs: for Lancia and DS Automobiles, it will be difficult to attract buyers given intense internal and external competition.
Hopefully, Stellantis has found a way to keep the two brands relevant. Lancia deserves to remain an independent brand – DS would probably work better as a top trim line for Citroën, just as it was before being spun off into an independent brand.
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