Stellantis Pro One introduced its CustomFit program at this month’s IAA Transportation show. The new conversion and personalisation service reflects the growing demand for tailored solutions among small and medium-sized enterprises, large fleets, and individual private customers.

The Stellantis CustomFit program builds on the Group’s existing capabilities in vehicle conversions and expands the range of in-house modifications while integrating certified partner solutions. Production lines are now equipped to handle vehicle transformations directly at the manufacturer’s plants, ensuring that modifications are tightly integrated with the vehicle’s original technology.

The company has also partnered with over 400 certified conversion specialists globally, which enables Stellantis to meet the full spectrum of customer demands — from simple shelving installations to more complex modifications like mobile workshops or refrigerated vans.

Digital Ecosystem for Enhanced Customer Experience

Integration with a new digital platform, which allows customers to customise their vehicles online and track orders in real-time, is a key innovation of CustomFit. The digital offering streamlines the process and gives customers a comprehensive overview of available modifications. The improvements have enabled Stellantis to increase product recommendations by 30% over the previous year.

Increased visibility and transparency into the customisation process are crucial for customers who depend on these vehicles for business. From logistics to service industries, any delay in receiving a customised vehicle can result in significant operational disruptions. Stellantis aims to minimise these disruptions by offering factory-built customisations that ensure vehicles are road-ready upon delivery.

Stellantis says vehicle transformations account for over 50% of its total commercial vehicle business. This reflects the growing demand for specialised vehicles across industries. The CustomFit program has led to a 25% increase in conversions in collaboration with certified partners in 2024, while the number of units customised for large fleets has doubled. As a result, Stellantis has seen a 35% increase in converted vehicle sales across Europe.

The manufacturer’s emphasis on meeting the needs of a diverse clientele is apparent in the types of conversions being developed. For instance, tipper trucks, mobile workshops, and recreational vehicles are all part of Stellantis’ expanded offerings, designed to serve niche requirements that off-the-shelf commercial vehicles cannot meet.

This broad approach also taps into Stellantis’ extensive dealer network, ensuring customers can access customised vehicles through convenient local channels. Integrating CustomFit into Stellantis’ existing production and distribution infrastructure provides a competitive advantage by reducing reliance on third-party conversion services and shortening lead times.

A Growing Market for Personalised Vehicles

The commercial vehicle sector is experiencing a shift toward greater specialisation, driven by advancements in automation, safety, and connectivity technologies. Stellantis is positioning itself to capitalise on this trend by offering a wide range of modifications that integrate seamlessly with advanced driver-assistance systems (ADAS) and other digital tools already built into its vehicles.

Xavier Peugeot, Senior Vice President of Stellantis’ Commercial Vehicle Business Unit, sees this strategy as part of the broader Dare Forward 2030 strategic plan, which seeks to solidify Stellantis’ position as a leader in commercial vehicle electrification and customisation. By focusing on electrified pickups, connected services, and now CustomFit, Stellantis aims to maintain its leadership in Europe, the Middle East, and South America while strengthening its presence in the rapidly growing market for battery electric vehicles and hydrogen-powered vans.

Stellantis’ CustomFit program is a strategic response to changes in the LCV market. As customisation becomes increasingly essential for businesses, Stellantis’ ability to offer high-quality, factory-integrated transformations — backed by a network of certified partners — helps to position the company at the forefront of this trend.

By expanding the program and integrating it into its digital ecosystem, Stellantis promises to enhance the customer experience and its operational efficiency. It will likely play a crucial role in supporting the next generation of specialised commercial vehicles as the company moves forward with its electrification and hydrogen fuel cell initiatives.

Phil Huff
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