15 avril 2025
Alain McKenna
The fate of Maserati worries, but Stellantis does not intend to sell this historic brand. This is confirmed by Santo Ficili, the new manager of Maserati and Alfa Romeo, in response to persistent rumors on a possible disengagement from the parent company.
And for good reason: Maserati’s world sales fell 57 % in 2024, with barely 11,300 vehicles sold, a historically low level. Worse, the first three months of 2025 display an additional 48 %decline, a sign that the descent into hell continues.
A US pressure market
Another bad news for Maserati: the new customs taxes imposed by the Trump administration will strongly affect the brand. No model is produced in the United States, when it is traditionally one of its largest markets.
Faced with this difficult situation, Stellantis has mandated McKinsey & Company to assess the situation, including the impact of sales prices. But the group reaffirms its commitment to Maserati, its employees in Italy, and all of its brands. This is also a letter from the Union of Italian Metallurgists (UILM), supporting the Ficili Declaration.
Maserati says no to the 100 % electric, for now
Another strategic setback: Maserati has canceled the MC20 electric version project, its high -end sport coupe. Market studies have shown that buyers of this segment still strongly favor thermal engines, including the Nettuno V6 from F1 technology.
“MC20 customers want thrills above all and are not ready to go to all electric. So we ended the MC20 Bev project. »»
A blurred strategy pointed out
Before leaving the management of Stellantis at the end of 2024, Carlos Tavares recognized that the problems of Maserati were not technical, but rather linked to the positioning of the brand:
“Maserati is not just a brand of sports cars. It is also Gran Turismo, quality of life, dolce vita and technology. »»
Recall that last year, the financial director of Stellantis, Natalie Knight, had suggested that the sale of Maserati could be envisaged one day, before the group quickly adjusted the shot via an official press release.
No fusion with Alfa Romeo, but more synergies to come
Santo Ficili also closed the door to a merger between Maserati and Alfa Romeo, stressing that the first aims at the luxury segment, while Alfa remains a high -end brand. That said, it does not exclude more technical collaborations between the two, without talking about duplicates or “Badge Engineering”.
Will Maserati survive the long term?
Despite these difficulties, Stellantis maintained his promise formulated in 2021: to keep your 14 brands within the group for at least 10 years. This includes Abarth, DS Automobiles, Chrysler, Lancia, and of course Maserati. The group is also working on the appointment of a new CEO, replacing Tavares, an announced announcement in the coming months.
Original Auto123 content.
