Stellantis’ CMO Raj Register on knowing your brand’s true north

Stellantis may be best known for iconic nameplates like Jeep, Ram, Dodge and Chrysler — but behind those badges is a marketing operation built to evolve, constantly balancing legacy with the fast-changing expectations of today’s consumers.

That balancing act was on full display at this year’s Super Bowl, where Stellantis stood alone as the only automaker with a national ad buy. It wasn’t just about grabbing attention — it was a calculated play. “We saw it as an incredible opportunity to be auto exclusive,” says Raj Register, senior vice president and chief marketing officer for North America at Stellantis. “It was almost like a reintroduction back to America.”

On this episode of The Current Podcast, Register explains how the campaign came together — from a high-stakes “jump ball” agency pitch process to a last-minute pivot that brought Harrison Ford on board. She explains why every brand under the Stellantis umbrella needs its own distinct voice — and how that clarity helps the company stand apart from competitors like General Motors, Ford and Tesla.

“We don’t have to worry about looking or sounding like someone else,” she says. “We know who we are — and when you have that as your true north, it’s easy to know where you show up.”

Elsewhere in the episode, Register talks about building consistent storytelling across channels, what she’s learning from AI and why she’s obsessed with connecting marketing action to tangible business outcomes.