Stellantis SA boss says new Chinese brands must 'invest'

The head of Stellantis SA says Chinese brands “build great vehicles” and have a “right” to enter the local market, though he has called on newcomers to “invest in the country”…

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While the man at the helm of Stellantis South Africa says new Chinese brands have “a right” to enter the local market, he has called on government to strongly encourage them to “invest in the country”.

Mike Whitfield, Managing Director of Stellantis South Africa, was speaking during an interview conducted in Cars.co.za’s custom-built podcast booth at Naamsa’s South African Auto Week 2025 in Gqeberha in the Eastern Cape at the start of October.

*Mike Whitfield during the Cars.co.za podcast.*

“The competition is real – it’s not going to change – and protectionism has a short-term impact. However, let’s not underestimate the importance of ensuring that we at least put the local market on a level playing field,” the veteran executive told us.

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“By the same taken, there needs to be strong encouragement for [new brands] – and I’m not talking about [companies that sell] 100 or 200 [units a month], but the bigger players that are coming in – to invest in the country, one way or another, in terms of manufacturing.”

*The brands under the Stellantis umbrella.*

Whitfield, who took the helm at Stellantis SA in September 2023 after a 42-year career with Japanese automaker Nissan, added that modern Chinese brands generally “build great vehicles”, something he suggested they could be doing locally, too.

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“They’ve got a right [to come into SA] – they build great vehicles. Quality is good, technology is good, design is good. Competition is healthy, but it must be on a level playing field. I really believe that government should be working very closely with those brands to invest in the country and do proper investment,” he said.

*The Stellantis site in Coega (image distributed late in 2024 by the Coega Development Corporation).*

“Protectionism is not the long-term solution. We need to create the business environment – and a strong enough business case – for those who want to be part of this economy and benefit from it, to also invest in it.”

Interestingly, Stellantis SA – which plans to start local assembly the Peugeot Landtrek in the Eastern Cape “towards the end of 2027” – recently welcomed a Chinese brand to its stable. Leapmotor International is a joint venture (with exclusive rights outside of China) between Chinese firm Zhejiang Leapmotor Technology and Stellantis, with the latter holding a 51% majority stake.

*Stellantis SA launched the Leapmotor brand in SA in October 2025.*

The new-to-Mzansi brand thus falls under the broader Stellantis umbrella, alongside marques such as Alfa Romeo, Citroën, Fiat, Jeep, Opel and Peugeot. As such, it effectively leverages Stellantis South Africa’s existing sales and service network.

As a reminder, Stellantis is a Netherlands-based multinational corporation that was formed in early 2021 with the merger of Fiat Chrysler Automobiles and the PSA Group.

Frequently Asked Questions (FAQ)

Q: What is the Stellantis South Africa Managing Director’s view on modern Chinese vehicle brands entering the local market?

A: Mike Whitfield, Managing Director of Stellantis South Africa, stated that modern Chinese brands generally “build great vehicles” with good quality, technology, and design, and that they have a “right” to enter the South African market.

Q: What action did the head of Stellantis SA call for regarding Chinese brands entering the country?

A: Whitfield called on the government to strongly encourage new Chinese brands, particularly the bigger players, to “invest in the country,” especially in terms of manufacturing. He believes this is necessary to ensure a “level playing field” for the local market.

Q: How is Stellantis SA directly involved with a Chinese brand?

A: Stellantis SA recently launched the Chinese brand Leapmotor in South Africa. Leapmotor International is a joint venture (with exclusive rights outside of China) between Stellantis, which holds a 51% majority stake, and Chinese firm Zhejiang Leapmotor Technology.