by Maserati in Crisis: What’s Next?
The situation at Maserati, like some other Stellantis brands, is quite difficult now. Last year, the company’s sales halved — to just 11,300 cars. For a brand with such a history, this is an unacceptably low figure.
The company’s management is aware of the problem and is preparing a new business plan under the leadership of boss Santo Ficili. If it doesn’t work, Maserati could disappear from the market.
During a speech at the Motor Valley Fest in Modena, Ficili stated that the brand plans not only the launch of new models but also a change in approach to dealers and service networks.
Why Are Sales Falling?
One of the main reasons is the lack of new products. For example, the compact SUV Grecale, developed on the same platform as the Alfa Romeo Stelvio, was supposed to be a sales hit. However, in 2024, its sales fell by 58% — only 7,250 cars.
Plans for the Future
We clearly understand what we will do and hope to be able to present the plan very soon.
Ficili also noted that the brand needs to wait until the new CEO of Stellantis, Antonio, officially takes office, as any changes will require his approval.
Antonio loves Maserati, and I am sure we will do big things.
Despite rumors of a possible sale of the brand, Ficili denied such plans. Even though Stellantis has hired consulting firm McKinsey & Co to develop a strategy to reduce the impact of American tariffs.
Recent years have shown that Maserati needs serious changes — from updating the model range to revising the marketing strategy. Success will depend on whether the new leaders can find a balance between the brand’s traditions and the modern challenges of the market. For now, the situation remains tense, and the company’s next steps will be decisive.
