Stellantis launches nationwide dealer training tour to boost sales and service performance

Stellantis is launching a nationwide “Unstoppable Spring Training Tour” to give dealerships a deeper understanding of its U.S. vehicles, offerings, and key competitors.

The details: The full-day training sessions, which kick off this week after about a 10-year hiatus, are designed to give the automaker’s retail sales and service teams a more immersive, hands-on experience with Stellantis brands than traditional classroom training.

The tour will visit 20 U.S. markets, beginning in Miami (April 8–9), reaching both East and West Coast regions, and wrapping in Chicago (June 22–25).
Participants will engage with a broad lineup of Stellantis vehicles, from the Chrysler Pacifica to the Ram TRX, alongside competitive-set vehicles.
The sessions will include a mix of classroom-style modules and physical activations aimed at helping dealers better position products with customers.
More than 14,000 Stellantis sales and service associates across the U.S. are expected to participate, with roughly 300 team members attending per day.

What they’re saying: “There's a lot of new product that we have rolling out this year, a lot more coming. But at the end of the day, it's not just our product that matters. It's how do we stack up against the competition; how do our retail partners get to experience the product, hands-on, both ours and the competitive makes that we go up against…,” said Jason Stoicevitch, senior VP of dealer strategy and performance at Stellantis, during a virtual media roundtable.

Why it matters: For dealers, it gives sales and service teams practical tools to improve customer conversations, sharpen competitive positioning, and build confidence around new technologies, all while also signaling that Stellantis is making a visible investment in its dealer network.

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Zooming in: Stellantis says the Spring Training Tour sessions are designed to move sales teams through a progression from product knowledge to comparison shopping to behind-the-wheel confidence.

Key modules include the Performance Marketplace, Powertrain Lab, Cherokee and Ram Breakaway modules, and a Technology Escape Room focused on connected services and in-vehicle features.
Those experiences are reinforced by drive events such as the Jeep Cherokee Drive, Ram Breakaway Drive, and Dodge Hell-Rider Drive, capped by a closing performance-style demo.
Powertrain education is another major theme of the tour, with a focus on Stellantis’ lineup ranging from the HEMI V8 to the twin-turbo Hurricane I-6, along with hybrid and Range Extended Electric Vehicle technologies.

Also worth noting: The tour also aims to help Stellantis dealerships grow their service technician pipeline through Mopar CAP recruitment and training efforts by inviting local vocational and community college students in certain markets to participate in the sessions.

What they’re saying: “Not only is this… an unprecedented thing for Stellantis, …it's also a great reflection of the dealer sentiment and the investment that we're making,” said Keith Yancy, director of dealer training at Stellantis. “…We have made investments in adding engineers and additional field personnel to our ranks to…help in our recovery plan. This is a part of that puzzle, and it's something that dealers have requested. And it's really something that senior leadership has been eager to bring to our dealer network.”

Bottom line: The “Unstoppable Spring Training Tour” gives dealers a chance to strengthen both the showroom and service drive. In a market where product knowledge, competitive differentiation, and technician recruitment all directly affect performance, that kind of hands-on support could translate into stronger execution and better profitability.

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