To say Maserati is within the purple could be a serious understatement. Gross sales plummeted by 57 % final yr when solely 11,300 folks purchased a automobile bearing the Trident emblem. And 2025 is not shaping up a lot better, because the high-end Italian marque has already fallen one other 48 % by March in comparison with the primary three months of 2024.
As if that weren’t dangerous sufficient, the Trump administration’s new tariffs will wreak havoc. None of Maserati’s fashions are constructed within the US, which is historically one of many model’s largest markets. Issues are trying bleak sufficient that Stellantis has employed the McKinsey & Firm consultancy agency to evaluate the worrying state of affairs, particularly when it comes to the tariff fallout. That mentioned, the father or mother firm of Italy’s ailing luxurious model isn’t seeking to offload it.
Reuters cites Maserati’s new boss, Santo Ficili, who insists the struggling automaker isn’t on the market:
“Stellantis confirms its dedication in the direction of Italy, its staff, and all its manufacturers, together with Maserati.” That promise was included in a letter from Uilm Union, a commerce union representing Italian metalworkers. Regardless of the tariffs, Ficili, who additionally oversees Alfa Romeo, claims: “America stay a strategic marketplace for Maserati.”
The truth that rich patrons purchasing within the higher echelon should not essentially concerned with EVs isn’t serving to both. Maserati had no different method however to abort plans for an electrical MC20, fearing folks wouldn’t purchase it:
‘Market research for the tremendous sports activities automobile phase and particularly for MC20 prospects has demonstrated that they’re very eager on driving highly effective ICE engines just like the Maserati Nettuno V-6, which includes F1-derived applied sciences, however should not prepared to change to BEVs for the foreseeable future. We’ve got determined to discontinue the MC20 BEV Mission because of a perceived lack of economic curiosity.’
Earlier than abruptly resigning in late 2024, former Stellantis CEO Carlos Tavares mentioned Maserati’s issues weren’t concerning the automobiles. As an alternative, he blamed poor advertising and marketing and an absence of clear positioning:
‘[Maserati 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.’
Let’s not overlook that somebody inside Stellantis hinted a sale wasn’t off the desk. Final yr, then-CFO Natalie Knight let it slip: “There could possibly be some level sooner or later after we have a look at what’s the most effective residence for [Maserati].” Stellantis swiftly denied such plans and issued a press launch confirming the Modena-based model would keep within the household.
And whereas I imagine within the saying “there’s no smoke with out fireplace,” Stellantis appears adamant about holding Maserati. Ficili has additionally dominated out a merger with Alfa Romeo, explaining that whereas Alfa is “premium,” Maserati is “luxurious.” Nevertheless, he did acknowledge the opportunity of nearer collaboration, although with out going into element. Whereas full-on badge engineering appears unlikely, sharing extra components to additional minimize prices could be on the desk.
Stellantis has reiterated its 2021 dedication to maintain all 14 manufacturers for at the least 10 years, together with Abarth, DS Cars, Lancia, Chrysler, and the remainder of the gang. In the meantime, the group is finalizing its seek for a brand new CEO to switch Tavares. An announcement is predicted through the first half of the yr.
