Stellantis prepares to increase capacity in Goiana

By Décio Costa | 7/21/23 | Translate by Jorge Meditsch

Stellantis’ plant in Goiana, PE, undergoes one more phase to increment its production capacity. The line is adding more work cells to increase the activity pace in the unit, which already operates three-shift.

The reason is the arrival of the Rampage pickup, the fifth product of the plant and the first Ram made in Brazil. The update will enable to increase production by up to 15% over the current one thousand daily vehicles.

According to Antonio Filosa, Stellantis South America’s president, the strategy plan of consolidating a luxury pickup in the country to localize production afterward seems correct. “Everything fell into place. Now with the Rampage, we are preparing to conquer new territory for more volume.”

Well-succeeded trajectory

Considering the brand’s performance, the plan that started about four years ago with discussions promises a well-succeeded future. This year only, more than five thousand Ram pickups were sold in the country, close to all sales volume last year.

The Rampage, which did not yet arrive at the dealers, already accumulates five thousand orders since June 22, when pre-sales began. Its distribution should begin in mid-August. “The pickup is selling every day”, stresses Filosa.

The Rampage project demanded R$ 1.3 billion in investments, part of the R$ 16 million package up to 2025. Filosa remembered the Goiana operations keep in continuous development. Besides 17 suppliers currently installed inside the complex, there are 50 others in the cities nearby, “but our goal is to reach one hundred up to five years’.

Exclusive concept dealerships

At the same time the company prepares the industrial base for the new pickup demand, the commercial side also undergoes strategic actions. Despite Ram already having a dealer net, aiming to reach 126, the brand began to implant the so-called Ram House. The most recent was in Goiânia, GO, with a R$ 15 million investment by Grupo Saga.

With a concept referring to farm structures, such as ample barn spaces, the new house did not appear by chance. Considered agribusiness capital – a pickup buyers’ captive segment – Goiânia is the largest market for the category. According to Grupo Saga’s CEO, Sérgio Maia, the city sells twice the national average.

Goiânia’s Ram House is the second in the country, after the Alphaville unit in Barueri, SP. Yet this year, the concept facility will have new addresses in São Paulo and Florianópolis, SC.