Legacy Carmakers at a Crossroads: Why Bold Plans Are Falling Short

The global automotive industry is undergoing one of its most turbulent transitions in history, and traditional carmakers are finding themselves under immense pressure. Once celebrated for their ambitious long-term visions, many legacy manufacturers are now struggling to keep pace with the rapid rise of electric vehicles (EVs) and intensifying international competition.

Stellantis, the multinational group behind brands such as Jeep, Peugeot, and Fiat, is a recent example. Its highly publicized “Dare Forward 2030” strategy, aimed at positioning the company as a leader in EVs and digital innovation, has faltered. The firm recently reported a staggering €2.3 billion loss and has quietly shelved its bold roadmap, an emblem of how quickly optimism can unravel in today’s volatile market.

One of the biggest disruptors is China’s fast-growing EV sector, led by companies such as BYD. Chinese manufacturers are not only scaling production at a remarkable pace but also offering competitive prices and innovative technologies that appeal to global consumers. According to industry analysts, their rise is shifting the balance of power in the automotive landscape, forcing Western automakers to rethink strategies that once seemed forward-looking.

Experts suggest that traditional carmakers can no longer rely solely on their brand heritage or internal combustion legacy. Instead, they must accelerate partnerships, refine supply chains for critical battery materials, and invest in software-driven innovation. Without a clear and adaptable strategy, legacy firms risk losing relevance in an industry that new players are quickly redefining.

The road ahead is uncertain, but one thing is clear: for traditional automakers to thrive in the next decade, resilience and agility will matter more than size or history.