Astara Chile is undergoing a significant portfolio shift as several automotive brands have opted to pursue independent distribution channels, beginning January 1, 2026. The changes reflect a broader restructuring within the Chilean automotive market and Astara’s strategic focus.
Stellantis announced on October 7, 2025, that it would directly assume representation, importation, and distribution of its Fiat, Alfa Romeo, Jeep, Ram, Dodge, and Chrysler brands in Chile, starting January 1, 2026. This move marks a direct investment by the European automotive giant in the Chilean market.
In addition to Stellantis’ brands, Chinese automaker BYD also exited its partnership with Astara in December 2025. Astara’s portfolio has shrunk from 16 automotive brands at the beginning of 2025 to just nine at the start of 2026. Further streamlining is expected, with another brand set to depart in 2026.
According to industry sources, Chinese manufacturer GAC will also be leaving Astara’s portfolio this year. However, José Saval, CEO of Astara Latam, clarified that the decision was mutual, stating, “The gentlemen from GAC are not informing us that they are leaving Astara, but rather we are informing them that we do not desire to continue with the brand.”
Saval explained that Astara had invested in GAC but did not achieve the expected performance or profitability. “We had been talking to them for some time and informed them that Astara would no longer represent the brand,” he said. The discussions between Astara and GAC have been ongoing for over a year, with both parties unable to reach a viable business agreement.
“Chile remains the most important country, not only in Latin America, but globally for Astara… in terms of unit volume, it is the largest country and will continue to be so.”
Astara represented GAC in Chile since November 2020, and the brand accounted for approximately 6% of the import company’s unit sales last year. Saval believes the departure will have a limited operational impact, allowing Astara to focus resources on its remaining brands.
“We are coming from a few years in which the market has been quite depressed… we believe that the market growth that is coming and the efficiencies we have will have no impact. We have projects that are public, that are much more impactful and much larger than this,” Saval added.
According to data from the National Automotive Association of Chile (ANAC), GAC sold 2,080 vehicles in Chile during 2025, with 271 vehicles sold in the first two months of this year.
How Astara Stands
With GAC’s departure, Astara Chile has reduced its portfolio by half, now representing only eight brands: Mitsubishi, Chery, JMC, KGM (formerly known as Ssang-Yong), Maserati, Ferrari, Bentley, and Exceed. Saval noted that the number is somewhat misleading, as Dodge and Chrysler have not been exported to Chile for approximately three years.
Despite this, Stellantis’ four brands represented 15% of Astara’s business in Chile during 2025, while BYD accounted for 4%. The combined departures represent around 25% of Astara’s sales. Saval expressed confidence in the company’s ability to manage the changes, citing investments in technology and personnel.
“We have been able to manage the change from the current brands to the future ones. And we have done so due to the fact that we had streamlined operations with technology and with people who are increasingly adapted to the needs of the market. And what we have now is the ability to receive the latest brands without any impact on the organization,” Saval stated.
Astara Latam’s strength lies in its geographic diversification, with a presence in 18 countries, including five in Latin America, representing 40 brands. Previously, Chile accounted for 85% of Astara’s Latin American business, but now represents 40%.
Saval emphasized that this shift does not indicate a decline in Chile’s importance. “Chile remains the most important country, not only in Latin America, but globally for Astara,” he said, adding that “in terms of unit volume, it is the largest country and will continue to be so. It represents around 20% of Astara’s sales volume.”
New Brands
On February 12, 2026, it was confirmed that the National Economic Prosecutor’s Office (FNE) had initiated an investigation into Astara’s acquisition of Nissan Chile’s assets. This acquisition could significantly expand Astara’s presence in the Chilean market.
Astara is also in negotiations to add further brands to its portfolio. “We are in negotiations. Obviously, we cannot mention with whom, but we are seeing new brands for Chile that may appear soon,” Saval said. He added that negotiations are underway with both brands already present in Chile and those not currently operating in the country.
Astara is also exploring new brands for other countries where it operates and plans to expand into new Latin American markets. Saval indicated that Astara’s investments in Chile are focused on regaining market share, aiming for a participation rate of around 15%, similar to its historical levels. “With the brand that we have to be authorized and another new brand and with the market at its levels, we should be with those sales volumes,” he concluded.
