Skip to content
Registration

Newsletter

Appointed head of Stellantis Belux in December 2024, Laurent Barria has nearly 25 years of solid experience within the group. Former director of Citroën Belgium-Luxembourg (2018–2020) and former global marketing and communications director for the Citroën brand, he explains the positioning and his ambition to strengthen the performance of the Stellantis group.

How did Stellantis perform in Luxembourg in 2025?

Laurent Barria

Very well. We are really pleased with the performance of the group’s brands last year. Admittedly, several new models were launched, but that is not the only explanation. A striking example is commercial vehicles: the group’s four brands (Peugeot, Citroën, Opel and Fiat) increased their market share from 25% to 34%, far ahead of Renault at 18%, without any major launches in this segment. This demonstrates not only the effectiveness of our products, but also the exceptional dynamism of our three dealerships: Car Avenue, Autopolis and Petry in Roost. It should also be noted that 2025 saw a strengthening of our commercial conditions, which clearly supported our results. Ultimately, we are consolidating our position as number two in Luxembourg, behind the Volkswagen Group.

Was there any particular brand that stood out?

Laurent Barria

Yes: Peugeot. In 2025, the brand made a real leap forward, both with companies and private individuals, thanks to a particularly wide range. Other brands also stood out: Opel, which grew by 30% in volume, driven by the complete electrification of its models; Alfa Romeo, driven by the Junior, with +25%. Electric vehicles play a key role: today, in Luxembourg, one in four sales is for an electric vehicle, and Stellantis has a very wide range on offer.

And how did 2026 start?

Laurent Barria

The year is off to an even better start. Brands that were already experiencing strong growth — Peugeot, Opel, Alfa Romeo — are continuing their momentum. But above all, Fiat has doubled its volumes, thanks in particular to the return of the combustion engine on the 500 and the arrival of the Grande Panda. Jeep has also doubled its sales, driven by the new Compass, which is appealing to both private individuals and fleets. Finally, Leapmotor, our Chinese electric brand, has seen a fivefold increase in orders. The B10 model, which got off to a slow start at the end of 2025, has been a hit since January. We are therefore very confident about 2026.

Stellantis has had reliability issues in recent years. How are you reassuring customers in Luxembourg?

Laurent Barria

This is an important point. We have indeed paid for some mistakes made under the previous presidency, with quality issues on vehicles produced between 2021 and 2023. To restore confidence, we have launched a new warranty extended to 8 years or 160,000 km. It covers all the group’s brands, applies to both private individuals and professionals, and extends each year between the third and eighth year, provided that maintenance is carried out by an authorised repairer. Rolled out in January, this measure has had an immediate impact: it has brought back former customers and attracted new ones, which partly explains our strong growth. Initially planned for the first quarter only, we are considering extending it.

How is Luxembourg viewed within the Benelux?

Laurent Barria

When I arrived a year ago, we focused our efforts mainly on Belgium, as there were many priority projects underway: reviving growth, improving commercial conditions, preparing product launches. Looking back, I realise that Luxembourg did not receive enough attention. This is a mistake that we will correct immediately. To this end, we are setting up three working groups with the three dealers to improve our presence and effectiveness in the Luxembourg market. We will also strengthen our marketing focus on Luxembourg and no longer concentrate our priorities solely on Belgium. I am convinced that it is not the size of the country that should determine the attention we pay to it.

What is Stellantis' ambition in terms of market share?

Laurent Barria

We want to remain realistic, because if we add up the ambitions of all the manufacturers, we would achieve 150% growth. More seriously, we had a 13% market share in 2024 and 14.5% in 2025. The reasonable target for next year is to reach 15.5%. The icing on the cake would be to reach Belgium’s level of around 16%. In the longer term, I prefer a calibrated ambition to an unrealistic target. Reaching 17%, which is roughly Stellantis’ European average, in two or three years’ time would be a realistic goal, supported by a very strong product plan.