Examining the factors behind the latest sales decline and what it means for the company’s future.
Overall Sales Decline in 2024
FCA Drop in Sales. FCA US (Fiat Chrysler Automobiles) reported sales of 320,743 vehicles in the fourth quarter and 1,303,570 vehicles for the full 2024 calendar year. Overall, total U.S. sales declined 7% in Q4 and 15% for the full year compared to 2023. However, retail sales for both Q4 and the full year showed a modest increase of 1% year over year.
Dominance in the PHEV Market
Despite overall sales challenges, FCA US continues to lead the plug-in hybrid electric vehicle (PHEV) market, holding 41% of the market share in 2024. Three of FCA’s models rank among the top five best-selling plug-in hybrids in the U.S.:
- Jeep Wrangler 4xe: No. 1
- Grand Cherokee 4xe: No. 3
- Chrysler Pacifica Hybrid: No. 4
These results highlight FCA’s strength in the PHEV segment, supported by data from the S&P Global Mobility U.S. State Registrations database (through October 31, 2024).
Positive Momentum Heading into 2025
According to Jeff Kommor, head of U.S. sales, FCA’s brands showed strong sales momentum in the second half of 2024. Key highlights include:
- H2 Retail Sales Growth: Up 4% compared to the first half of the year.
- Quarter-over-Quarter Improvement: Total sales rose 5% in Q4 compared to Q3.
Pricing and incentive strategies implemented in the second half of 2024 helped reduce dealer inventory levels ahead of schedule, setting the stage for the introduction of new vehicles in 2025.
Looking Forward: New Models Driving Growth
FCA US is optimistic about 2025, with several new hybrid and electric models poised to enter the market. The Jeep Wagoneer S, Jeep Recon, and the hybrid-powered replacement for the Jeep Cherokee are expected to create fresh growth opportunities and strengthen FCA’s market position.
“With new products arriving in 2025, we’re creating further opportunities for sales growth and continuing to strengthen our position in the marketplace,” Kommor stated.
Jeep Brand Leads Retail Sales Growth
The Jeep brand showed a strong performance in Q4 2024, with U.S. retail sales increasing by 6% compared to the same period last year. The brand’s resilience and innovation continue to play a significant role in FCA’s overall strategy.
As FCA US moves into 2025, the company aims to leverage its leadership in the PHEV market and capitalize on the introduction of new hybrid and electric models to drive sales momentum.