by Maserati and Alfa Romeo May Join Forces
Maserati, despite its history and prestige, has shown weak sales results in recent years. Even with a larger range than Dodge, Chrysler, and Alfa Romeo combined, their performance remains unsatisfactory. Therefore, the company is looking for ways out of the crisis, including through cooperation with Alfa Romeo.
The CEO of both brands, Santo Ficili, stated that the strategic cooperation plan will be presented to the new head of Stellantis, Antonio Filosa, after his appointment. The plan involves joining forces in car development, optimizing the organizational structure, and the dealer network.
“We are considering the possibility of joint car development, as well as other aspects such as the organizational structure and production facilities in Italy. This is a large-scale work, and we plan to complete this plan,” Ficili noted.
Shared Platforms and Components
Although a full merger of the brands is not envisaged, the idea is to have closer integration of technologies. Maserati and Alfa Romeo will continue to exist as separate brands but with shared technical solutions. Some models, such as the Maserati GranTurismo and Alfa Romeo 33 Stradale, already use shared platforms.
A Challenging Period for Both Brands
In 2024, Maserati sold only 11,300 cars, which is half as many as before. Delayed launches of new models, such as the electric MC20 Folgore and the updated Quattroporte, further complicate the situation. Alfa Romeo is also not achieving the expected results: sales amounted to 62,000 cars, but new products like the Tonale have not lived up to expectations. Delays in updating the Stelvio and Giulia add uncertainty.
This cooperation could be a key step for both brands, especially against the backdrop of a general decline in demand for premium cars. At the same time, preserving the uniqueness of each brand remains a priority so as not to lose customer loyalty. The future will tell whether it will be possible to implement these plans without losing identity.
