One gimmicky slogan at time: Saving the planet.
Stellantis proclaimed July 8, 2021, as its EV day. The conglomerate announced a major initiative that will aggressively shift all of its brands into electric vehicles over the next few years. The company’s goal to become the global leader in low-emission vehicles is to invest $35.5 billion to electrify and related technology by 2025.
You can’t just launch an all-encompassing EV revolution if you don’t engage in a spectacular public relations campaign. Stellantis supported its investment and electrification strategy by creating a series new slogans for each of its 14 brands. Stellantis wants to emphasize that every automotive company is unique and electrification will be done in a way that “enhances each brand’s DNA.”
These mottos clearly reflect the Stellantis philosophy that every manufacturer will embrace electric power. Spoiler alert! We don’t believe even a small part of the $35.5 billion investment was paid to marketing.
Abarth: Heating up People, but Not the Planet
Alfa Romeo: From 2024, Alfa Becomes Alfa e-Romeo
Chrysler: Clean Technology to a New Generation of Families
Citroen: Citroen Electric: Well-Being for All!
Dodge: Tear up the Streets… not the Planet
DS Automobiles The Art of Travel Magnified
Fiat: It’s only green when it’s green for all
Jeep: Zero Emission Freedom
Lancia: The Most Elegant Way To Protect Our Planet
Maserati The Best Performance Luxury, Electrified
Opel/Vauxhall Green is the Cool
Peugeot: Turning sustainable mobility into quality time
Ram: Designed to Serve a Sustainable Planet
Commercial Vehicles: The World Leader in eCommercial Vehicles
These strange mottos are not up for debate. We will just say that some are worse than others (Alfa e-Romeo?). But the bottom line is that Stellantis appears serious about electrification, despite its catchy catch phrases. By 2030, the company aims to have a 70% mix of low-emission passenger cars in Europe. This is not just for each brand. It has also signed memorandums with two European lithium brine processing companies for battery sourcing. Four dedicated EV platforms will be able to accommodate small cars as well as body-on-frame vehicles.
Stellantis released electric teasers for Ram as well as Dodge to put a stamp on this EV venture. These two brands have V8 engines and supercharged Hellcats, making them perhaps the most environmentally-friendly automakers in the world. While Ford, GM are moving towards electrification we have not heard a word from Dodge or Ram about a fully-electric future. Until now.
That future, at least for Dodge, will likely still be filled by tire smoke from drivers who “tear up streets…not the planet.” Yes, we are certain Hellcat lovers will support that.