Maserati sales have plummeted 58% in just two years, with only 11,127 vehicles delivered last year. This dramatic decline raises serious questions about the future of the iconic Italian luxury brand, which once sold nearly 49,000 cars annually in 2017. The situation underscores a broader challenge: luxury brands face intense competition and shifting market dynamics.
The Downward Spiral
The current crisis is a result of multiple factors. Weak demand in China – where Western luxury brands are losing ground – combined with U.S. tariffs has hit sales hard. However, the more fundamental issue is Maserati’s own strategic missteps. The company discontinued three key models (Ghibli, Quattroporte, and Levante) in recent years, eliminating significant sales volume.
The decision to replace Ferrari-supplied V8 engines with smaller four-cylinder units also alienated purists, while subsequent attempts to correct this with a detuned V6 have come too late.
Stellantis’ Role and Future Plans
Maserati is part of Stellantis, a conglomerate grappling with underperforming brands. Rumors of potential restructuring or even sales persist, though the company has denied such plans. The problem isn’t just Maserati, but the wider automotive industry—especially as Chinese automakers surge with high-end vehicles at lower prices.
To stem the bleeding, Maserati will now co-develop vehicles with Alfa Romeo, aiming for cost efficiencies. A new Levante is planned for 2027, followed by a Quattroporte in 2028, which may also replace the discontinued Ghibli. However, these plans alone won’t fix the core issue.
The Marketing Problem
Former Stellantis CEO Carlos Tavares pinpointed the root cause: poor marketing. He argued that Maserati lacks a clear brand identity and fails to convey its unique value proposition.
“Maserati is not just about sports cars, it’s about gran turismo, quality of life, dolce vita, and technology. We lack prospects and leads.”
The Path Forward
Resuscitating Maserati requires more than just new models; it demands strategic investment and a compelling brand message. Whether Stellantis will commit the necessary resources remains uncertain. The firm must compete in a crowded segment with aggressively priced rivals.
Maserati’s historic significance warrants a turnaround, but the company faces an uphill battle in a market that rewards clear positioning, competitive pricing, and effective storytelling.
