Dive Brief:
- Stellantis is launching its “bproauto” aftermarket parts private-label brand in North America after selling parts under the brand for decades in international markets, including Europe, the Middle East and South America, the company announced in a press release.
- The bproauto brand will offer more affordable parts in over two dozen automotive categories, which will continue to expand.
- The in-house brand will support the automaker’s long-term shift to electrification and keep pace with technology as vehicles become more complex and traditional mechanical components are replaced by electronics.
Dive Insight:
Under bproauto, Stellantis will offer more affordable parts in North America for its own auto brands as well for vehicles from rival automakers, including imports. The 86-year-old Mopar brand, however, will continue to be the original equipment manufacturer for Stellantis vehicles, which includes Jeep, Dodge, Ram and Chrysler.
At launch, bproauto will cover 30 different vehicle categories in North America, including brake pads and rotors, air filters, tire pressure sensors and batteries. These parts will be made available to “support the ongoing transition of the automotive repair industry,” according to Stellantis. Additional product lines will be phased into Stellantis’ North American dealership network.
Future product categories will include suspension components such as shocks and struts, air conditioning compressors, wipers blades and wheel bearings. Additional product lines will be sold through Stellantis’ North American dealership network along with Mopar parts.
Although Stellantis is investing billions in electrification as part of its Dare Forward strategy, launching a private-label parts brand opens up additional revenue streams from selling parts that fit millions of older vehicles built by rival automakers that are on the roads in North America.
Stellantis aims to double its net revenue to 300 billion euro by 2030 compared to 2021.
