Maserati, once a symbol of Italian luxury and performance, is facing one of the most challenging years in its history. In 2024, the brand’s sales collapsed by a staggering 60%, with only 11,000 vehicles sold worldwide. While this might seem like a disaster, it was, in some ways, a stroke of luck for the company—Maserati was losing approximately $25,000 on every car sold. The total losses for the year reached a shocking $270 million.
With such financial turmoil, rumors are swirling that Maserati may soon be sold off, potentially to a Chinese conglomerate like Geely. But why is Stellantis, Maserati’s parent company, considering selling one of its most iconic brands? The answer lies in the brand’s declining appeal, lack of investment, and inability to compete in the modern luxury market.
The Decline of Maserati’s Prestige
A few years ago, it became evident that Maserati vehicles contained numerous lower-end components. Many of their interior elements, such as screens and switchgear, were sourced from Chrysler. This led to a significant discrepancy between the brand’s luxury pricing and the actual quality of its interiors.
Car enthusiasts and potential buyers began to take notice. Despite their premium price tags, Maseratis often felt indistinguishable from Chrysler models on the inside.
The lack of a true luxury experience deterred customers, causing a steady decline in interest. Over the years, the brand lost its exclusivity and prestige, leading to its current struggles.
Stellantis Pulls the Plug on Maserati’s Future Investments
Initially, Stellantis had committed to investing $1.6 billion into Maserati’s future product lineup. However, that investment has now been completely scrapped.
For comparison, even smaller Chinese automakers invest significantly more in research and development. This abrupt decision has alarmed the Italian government, which once took great pride in the Maserati brand.
The previous Stellantis CEO was dismissed due to strategic disagreements, particularly regarding the company’s financial performance. Stellantis has been experiencing declining profitability, with company-wide profits shrinking by over 70%. As a result, the new CEO has been tasked with evaluating which brands should be sold off to stabilize the company.
Stellantis’ Brand Restructuring
With 14 brands under its umbrella, Stellantis is facing an automotive survival challenge. The company is now determining which brands will be discontinued or sold off. The abrupt departure of former CEO Carlos Tavares has left the incoming leadership with difficult decisions.
Maserati’s financial performance has been abysmal. Sales dropped from 26,600 units in 2023—a year that was already considered weak—to only 11,000 in 2024.
The brand’s dealerships have struggled to sell cars without offering heavy discounts. Stellantis blamed dealerships for over-discounting, while dealers argued that they had no choice given Maserati’s declining demand.
Stellantis’ Tough Decision and Its Consequences
During a recent earnings call, Stellantis’ Chief Financial Officer Doug Ostman confirmed that the $1.6 billion investment in Maserati had been canceled. This decision means that multiple projects in development will never see the light of day, including the much-anticipated electric MC20 Folgore.
Company executives admitted that their expectations for luxury market electrification, particularly in China, had been overly optimistic.
The reality is that Maserati simply doesn’t have enough competitive products to sustain its future without significant investment.
Is Maserati a Dying Brand?
With a $271 million loss in 2024 and no major product launches on the horizon, the future looks bleak for Maserati. Italy’s powerful trade unions have voiced their frustration, accusing Stellantis of mishandling the brand’s marketing and strategy. A meeting scheduled for March 11 is expected to address these concerns.
Ferdinando Uliano, the General Secretary of one of Italy’s major trade unions, stated, “Despite the quality and high-performance models, the brand suffers from errors and carelessness in terms of marketing. We can no longer waste time.”
However, Maserati’s struggles go far beyond marketing. The brand has lost its identity and relevance in the modern luxury automotive space. Stellantis has publicly acknowledged that it has engaged in discussions with Chinese conglomerates regarding potential brand sales.
Will Maserati Be Sold? What’s Next for the Iconic Brand?
Out of all the brands under Stellantis, Maserati appears to be the weakest link. The company has been losing $25,000 per car sold, and its traditional stronghold—the Chinese market—is no longer a reliable source of revenue.
While Stellantis has multiple brands that could be sold off, Chinese automakers are unlikely to show interest in brands like Dodge, Chrysler, or Jeep. However, Maserati, with its once-iconic luxury heritage, could be an attractive acquisition for Chinese buyers.
The question remains: Can Maserati be revived, or is it destined to be sold off and disappear from the luxury car market? Let us know your thoughts in the comments!
