Stellantis announces that it will finally distinguish its 14 brands: Peugeot, Fiat, Citroën, Opel and the rest will no longer be the same car with a different logo. Common platform yes, but unique design, they promise. It took them years to realize the obvious: nobody wants to pay extra just for the sticker. Meanwhile, cars will continue to arrive more expensive, heavier, and full of screens rather than real solutions.
Single platform, but with forced personality 🚗
Stellantis' strategy is based on modular platforms like the STLA Medium and Small, which reduce development costs. Until now, the result was nearly identical vehicles under the skin, such as the Peugeot 208 and the Opel Corsa. The promise now is to differentiate the exterior and interior design, even if the technical skeleton remains the same. The real challenge lies in programming the software and assistants so they don't feel the same. Otherwise, we will still be facing a makeup trick on the same base.
Twenty cookie brands, all from the same oven 🍪
It's like going to the supermarket and choosing between twenty cookie brands, all made by the same company. The illusion of choice is nice, but the taste is the same. Stellantis promises that now each brand will have its secret recipe, even if the oven is the same. The funny thing is that they realized this just when customers can no longer tell one SUV from another. At least we'll be able to argue whether the front grille is more aggressive or more rounded. Of course, we pay the premium.