It’s no secret - Stellantis has been struggling. So I asked one of the top Stellantis dealers how the automaker can turn the brand around. Aaron J. Zeigler, President of Zeigler Automotive Group, lays out the path forward:
Yeah, but the real question is... does Stellantis want to do that? They are thinking in global terms and not really concerned about one individual market
Unfortunately, reliability has been a concern for quite along time, multiple buy outs, and lack of a clear direction. The service departments at any CDJR store are absolutely buried with power train failures and very indepth diagnostics required, but not enough qualified techs to keep up. Couple that with many of the larger dealers that are still recovering from the back log of work from the UAW strike which caused a lack of parts for months. They've got a long way to go, but we aren't too far removed from brands like Hyundai/Kia lacking reliability and resale value. The successful OEMs have a few models that define the brand, Stalantis does not. First and foremost, make a quality, desirable vehicle at a competitive price. Then stand behind your product beyond the warranty for the next 5-10yrs. I remember working at a Chevrolet dealer right after the bailout and GM told us we weren't doing enough Goodwill. Post bailout our dealer empowerment was basically unlimited for a good 3-5 years and then they slowly required customer participation which helped to rebuild their image. At the end of the day quality always prevails.
I was apart of this brand for a moment in time. I look forward to what the Lord has laid in front of me. Not sure why, but I know this. His plan is always perfect. I’ve been in Dealer meetings that where truly brutal and there were Dealers crying, (literally)over the leadership of Stellantis. So, this interview won’t change anything until they change the head of the snake. 🐍 I’ve seen these leaders celebrating in Detroit after a devastating event. Just FYI. I have videos and pics. It’s time for a change and new leaders to take the reigns before they drive this company into the abyss!! It’s always interesting your stance, when it just doesn’t matter if someone likes it. I think the upside with Stellantis is truly incredible. It will take leaders that want greatness and not just looking for a pay day!! Just saying!! 🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️🤷🏼♂️
He’s not wrong. Add the quality concerns to some of the product line up on top of that makes it one more layer to over come when selling new vehicles. This months incentive stack geared toward long term finance supports that statement too as the captive lender doesn’t want to take on the residual risk.
Stellantis can’t get out of its own way. In 2018 and 2019 a Dodge Journey and Jeep renegade was a vehicle you could get for under $20k with incentives now we are selling $50k plus vehicles to a market that doesn’t seethe brand as a luxury brand. Kia and Hyundia are very appreciative of there shift in focus.
It’s not a secret Stellantis and most OEMs would like a smaller dealer body. Their over supply situation, lack of forecasting and build quality is an executive level failure.
They priced themselves out of the lease market last 4 years. They panicked, lowered msrp’s but with higher rates and the Northeast being a high lease market, they drove customers to cheaper brands with cheaper payments.
Great insights from Aaron J. Zeigler on the future of Stellantis! It’s clear that with the right strategic moves, Stellantis is well-positioned to reclaim its leadership in the automotive industry. The commitment to innovation, enhancing customer experience, and leveraging their strong brand heritage demonstrates a bright future ahead. I am confident that Stellantis will not only overcome current challenges but also set new benchmarks in the industry. As an investor, I am excited to support and watch this transformative journey unfold. Stellantis is definitely a brand to watch and invest in!
3x Founder | 3X Your Sales | Leadership & Sales Strategy Expert | Transforming Organizations & Driving Sales Growth | Personal Development Coach | Executive Coach | Text me LEVEL UP if you’re ready to grow 503-899-7963
2wThis is actually a simplistic approach to course correction for Stellantis. The real question is will they do what is right or keep doing what is easy?