Final month, Stellantis CEO mentioned Maserati’s issues stem from unhealthy advertising and marketing, inflicting gross sales to drop by greater than 50% within the first half of 2024. Carlos Tavares had extra issues to say in regards to the troubled Italian marque this week on the Paris Motor Present. The pinnacle honcho admitted that the corporate with the trident brand “is within the pink,” which means it is spending extra money than it is making.
The problems Maserati is having are apparently not associated to the automobiles: “We’ve no drawback with the merchandise.” As a substitute, the difficulties it has been having come from not being “clearly positioned.” Tavares, who will step down from the helm of Stellantis in early 2026, informed Autocar what Maserati is all about: “It is a model that isn’t nearly sports activities automobiles; it’s about gran turismo, it’s about high quality of life, ‘la dolce vita’ and know-how.”
The 66-year-old government born in Portugal admitted the earlier administration workforce at Maserati didn’t ship that message. Davide Grasso is now not the CEO, having been changed by Santo Ficili, who can also be the brand new boss of Alfa Romeo after succeeding Jean-Philippe Imparato. Ficili’s process is to “change the mindset and the concepts” at Maserati, in keeping with Tavares.
The newly appointed prime brass at each Maserati and Alfa Romeo mentioned the 2 firms will not merge as a result of one is “luxurious” and the opposite is “premium.” Nonetheless, the 2 may collaborate ought to the chance come up. Alfa is not having an awesome 12 months both as gross sales in the US are down by 10% by means of September regardless of the launch of the Tonale crossover.
Though Maserati and Alfa Romeo are going by means of a tough patch, Stellantis has vowed to maintain all 14 manufacturers in the meanwhile. It’s sticking to its unique plan introduced in 2021 to put money into all manufacturers for 10 years, so the 2 have at the least till the tip of the last decade to get their act collectively.
Nonetheless, Stellantis’ former Chief Monetary Officer Natalie Knight did say just a few months in the past that “there might be some level sooner or later once we take a look at what’s one of the best residence for [Maserati].” Shortly after her assertion, Stellantis issued a press launch to make clear Maserati shouldn’t be on the market. Final week, the automotive conglomerate introduced Natalie Knight is leaving the corporate after solely 18 months as CFO.
