Stellantis says Chrysler and Dodge not for sale

Stellantis seems destined to make one mistake after another, and they can’t stop asking for trouble. The latest chaos came during a dismal second quarter, which prompted CEO Carlos Tavares to say they would shut down brands that weren’t making money.

The move immediately backfired as speculation swirled about which brand would be shut down. While the initial focus was on Maserati, it also cast a shadow over other brands such as Chrysler, DS, Lancia and Vauxhall. In fact, Stellantis was so humiliated by its financial situation that they decided to give themselves a double whammy.

MORE: Stellantis CEO warns unprofitable brands could be eliminated

It’s an interesting strategy, and the consequences are still ongoing, as Stellantis has been forced to walk back their threat once again. This time, the focus is on Chrysler and Dodge, as the automaker has received interest from potential buyers for its North American brands. However, the company said they are committed to the “entire portfolio of 14 strong, iconic brands.”

The commitment is not indefinite, as Stellantis said each brand has “10 years to build a profitable and sustainable business.” Therefore, “the company will not seek to spin off any brand.”

While the automaker was not named, Frank B. Rhodes, Jr., the great-grandson of Walter P. Chrysler, submitted a proposal to Strantis announcing his desire to “acquire and revitalize” the Chrysler, Dodge, and Plymouth brands. The proposal smacked of self-promotion, but the company’s missteps gave others the opportunity to capitalize on their mistakes.

If that wasn’t bad enough, Stellantis has also created uncertainty about the future of its brands. Although they are once again trying to downplay the issue today, consumers may turn against brands that they believe may disappear in the near future.