As the Olympic flame is set to traverse the Italian factories of Stellantis, the group finds itself at a delicate crossroads. This strong symbol of partnership with the Milan-Cortina 2026 Games highlights the industrial heritage of the manufacturer, while concealing concerns about the future of its iconic brands. The tension is palpable, like a relay race where each runner must pass the baton without a hitch.
A symbolic journey for the Olympic flame
At the dawn of the 2026 Winter Olympic Games, which will take place from February 6 to 22 in Italy, the Olympic flame begins a tour through four historic sites of Stellantis: Pomigliano d’Arco, Melfi, Modena, and Mirafiori. These names are not just points on a map; they embody the soul of Italian automotive and the brands that make the country proud, namely Alfa Romeo, Lancia, Maserati, and Fiat. Starting from December 27, this flame will traverse factories that have seen the birth of iconic models, adding a touch of brilliance to an industry in full transformation.
Stellantis will accompany the Olympic flame through its Italian brands before the Milan-Cortina 2026 games. © Stellantis
This tour is much more than a simple marketing event. It represents a moment of unity for the group, which strives to show the world that it is still standing, despite the storms looming on the horizon. The route of the flame is therefore carefully chosen, symbolizing a celebration of history while highlighting the current challenges the group must face.
Iconic sites… but not safe
The selected factories are not just relics of the past. Pomigliano d’Arco, Melfi, Modena, and Mirafiori are pillars of the Italian industry, but they are also under the watchful eye of the new CEO Antonio Filosa, who is leading a crucial restructuring. In Melfi, production of the new Jeep Compass began at the end of October, but the promise of electrification with models like the future Lancia Gamma remains to be realized in sales volumes. Modena, the birthplace of Maserati, is associated with a prestigious brand whose commercial performance in Europe is, however, concerning. Pomigliano d’Arco has recently experienced periods of partial unemployment, temporarily suspending the production of the Fiat Panda and the Alfa Romeo Tonale. In contrast, Mirafiori seems to be riding a positive wave thanks to the arrival of the hybrid Fiat 500 on its production lines.
Only the Mirafiori factory in Turin seems to be riding high with the arrival of the hybrid Fiat 500 on the production lines. © DR
Brands in the spotlight… while not all are assured of survival
The Olympic relay highlights four Italian brands of Stellantis. However, this staging can be misleading. As the group itself has pointed out, Antonio Filosa is currently assessing the long-term viability of the 14 brands that make up Stellantis. A strategic plan is expected in the first half of 2026, but some brands present during the celebration are already under pressure. Maserati struggles to maintain acceptable volumes in Europe, while Lancia is attempting a delicate revival with a single model. Even Alfa Romeo, although buoyed by the success of the Tonale, must navigate troubled waters with an aging lineup. Only Fiat shows a solid industrial footing in the European market, making this celebration a double-edged sword: a spotlight on brands that will need to prove their relevance in the coming months.
A great showcase for Stellantis
However, this Olympic operation is a golden opportunity for Stellantis. A fleet of 30 vehicles will accompany the relay, and nearly 3,000 vehicles, more than half of which are electrified, will be mobilized for the Games. Employees are involved in the event, with some becoming torchbearers themselves, thus reinforcing the image of a group united around common values. This united front is crucial as we enter the new year 2026, marked by significant challenges for certain brands and production sites.
In summary, this Olympic flame traverses not only factories steeped in history but also illuminates an uncertain future for Stellantis. The road is still long before the clouds completely dissipate, but for now, the group enjoys a well-deserved moment of glory.
