Stellantis Pushes Dealers for 25 % Sales Growth After Seven Years of Decline

Stellantis, the automotive group behind Jeep, Ram, Dodge, Chrysler and other familiar brands, is setting an ambitious target for 2026: grow U.S. dealer sales by 25 % after seven consecutive years of decline in domestic retail performance. The North American sales team delivered that message directly to dealer partners last week at the National Automobile Dealers Association (NADA) annual convention, signaling a strategic pivot in expectations and execution.

“Excuses Are Over” — A Clear Rallying Cry

During the closed-door session in Las Vegas, Stellantis U.S. sales chief Jeff Kommor reportedly told dealers bluntly that the time for excuses has passed and that 2026 must be a turning point. With new and refreshed models on the way, pricing adjustments, and increased marketing support, Stellantis wants its dealer network to help reverse a long-running downturn in sales volume.

The 25 % growth target is aimed at 1.15 million retail sales in the United States this year — a marked rebound from the industry headwinds and product lags that have dogged the automaker. Kommor reiterated that corporate has supplied dealers with the tools they need to succeed, including boosted local advertising support and inventory actions to clear slow-moving stock.

New Products and Support to Fuel Momentum

Part of Stellantis’ strategy to lift showroom traffic and conversions involves a slate of new and updated vehicles that executives believe can reignite customer interest. Highlights include the return of the Jeep Cherokee after a hiatus, fresh variants like the Dodge Charger SIXPACK, and Jeep reconcept vehicles aimed at expanding market appeal. Stellantis is also tweaking pricing on several models to improve competitiveness and help dealers move inventory that has been slow to sell.

Despite these efforts and dealer optimism about future products, hitting a 25 % increase will be no small feat. Many stores have struggled with aging inventory, inflated days-on-lot figures for certain nameplates, and pricing that some shoppers perceive as too high amid economic pressure. Analysts and dealer executives alike acknowledge that while the corporate message is clear, translating it into results will require both compelling new products and renewed customer demand.

After Years of Decline

Stellantis’ decade-long slide in U.S. sales reflects broader challenges: product gaps, inventory imbalances, and fierce competition from rivals who have maintained strong momentum in trucks, SUVs, and electrified vehicles. The automaker’s overall sales performance has fallen behind competitors in recent years, making 2026 a crucial test for its revival plans.

For dealers, the message from Stellantis leaders was clear: 2026 is the year to deliver — not just in words, but in showroom results.