Windsor auto industry has bright future in 2025: Stellantis Canada president

Stellantis Canada President Jeff Hines was the keynote speaker at the 148th annual general meeting of the Windsor-Essex Regional Chamber of Commerce on Wednesday.

Hines said the future of Windsor and Canada's automotive industry is bright heading into the new year, as the automaker expects the all-new electric Dodge Charger to appear on dealership lots within the next month.

"We want to launch the car. We want to get the vehicle to the dealership,” said Hines.

“We want to get the vehicle in customers’ hands and then we expect the industry in total, for this product as well as the Pacifica, to be really strong in 2025. We're excited about what a third shift opportunity can bring."

Hines said customer demand will help determine if a third shift at the Windsor Assembly Plant is warranted, expecting a decision on that soon.

"We're confident we can get a third shift there at some point in 2025," Hines stated.

He said more support from upper levels of government is needed for electric infrastructure as more electrified vehicles are introduced.

"We need to make sure that in the end, customers, when they buy an electrified product are really comfortable, they can do what they want, how they want, for whatever needs that customer might have, you just got to be able to do it carefree, worry free."

Hines was appointed president of Stellantis Canada in March 2024 and tasked with overseeing the company's operations across the country.

As Hines gave his insight into the automotive industry, he said electrification is here to stay. He explained while electrification might not be the right fit for everyone right now, Stellantis is committed to bringing their customers what they need, with plans to have 50 per cent electric sales in North America by 2030.

"I think the investments globally that have been made, regionally that have been made, we still see every month it goes up a little bit more, a little bit more,” said Hines.

“And once you drive an electrified product, most don't go back. That said, we've got options for everybody. We are 100 per cent believers that long-term electrified is going to be a big, big, big part of the market globally and more importantly, here in Canada.”

According to Hines, hiring for 2,500 full time production jobs at the new NextStar battery plant will continue through 2025, noting the officials are ready to pivot if the uncertainty surrounding talks of U.S. tariffs warrant it.

"As a company, we certainly believe in electrification as a long-term strategy. But if we have to make adjustments in the short term, we're going to adjust as we need to make sure that we bring products and power trades as customers need them or want them,” said Hines.

“We've been here for a really, really long time and the products that we make here, the quality is great. The efficiency at the plant is great and really, we want to do business, and contain our business in Canada, because we've had such historical success here.”

He continued, saying 15 million minivans have been sold in Windsor and the city has a lot of expertise, knowledge and great employees.

"Our job in general, we've got to build cars, deliver cars to consumers to make sure they have a great experience driving their car and just do it over and over and over again."