A $50,000 Market Isn’t Built for Everyone
The US new-car market just crossed a line few expected: the average price for a new vehicle now sits above $50,000. Ten years ago, that would have sounded impossible. Trucks and SUVs are leading the charge, buyers are picking higher trims, and tech features that used to be optional are now standard.
That pricing reality is starting to strain the market. Monthly payments are climbing, loan terms are stretching to 72 or even 84 months, and middle-income buyers are increasingly pushed toward used vehicles or forced to delay purchases altogether. The US government is also now exploring ways to cut costs, including easing emissions regulations that add complexity and expense to modern vehicles.
Stellantis is taking a different approach. Instead of following the rest of the industry up the price ladder, the company sees an opportunity to bring buyers back with simpler, more affordable vehicles.
Filosa Marks a Shift in Strategy
Speaking at the Detroit Auto Show, Stellantis CEO Antonio Filosa made it clear that pricing and product mix are now front and center. In comments to The Detroit News, Filosa said the company is working on “a combination of value proposition with being competitive in the price offer,” adding that the other lever is the lineup itself.
Filosa says Stellantis wants to add more models under $40,000, and is even looking at options below $30,000. He pointed to recent Jeep price cuts and new trim levels as the first steps, plus the upcoming Ram Dakota midsize pickup set for next year. That truck matters because Ram dropped the budget-friendly 1500 Classic in 2024, leaving a gap for buyers who want something affordable.
Filosa also suggested that earlier plans for low-cost EV-only models are being reconsidered. “Now, multi-energy is more important than mono-energy,” he said, confirming that future affordable vehicles will have a mix of gas, hybrid, and electric powertrains rather than betting solely on EVs. This was also confirmed by a Stellantis spokesperson recently, when the company axed the Jeep 4xes.
This is a real change in direction for Stellantis. Not long ago, the company was raising prices and chasing bigger profits. But with US sales down around 3% in 2025, Filosa is now focused on selling more vehicles and rebuilding trust with dealers, suppliers, and unions.
How Cheap Is Stellantis Right Now
Of note, Stellantis’ most affordable model is the aging 2026 Jeep Compass, which starts at a little over $30,000 with destination. After that, prices climb fast. The Jeep Cherokee starts at about $37,000, and most Dodge and Chrysler models are above $40,000, especially with the Dodge Hornet leaving the lineup this year.
That gap between entry-level prices and the market average is what Stellantis says it wants to fix. Not long ago, the company had several models under $30,000, and Filosa’s comments hint at a return to that territory.
At this point, it’s still not clear when these cheaper models will actually arrive. For now, Stellantis is talking about affordability more than delivering it. But in a market where $50,000 is the new normal, even the promise of lower-priced vehicles is enough to get noticed.
James Riswick
