Possible Sale of Maserati: What is Known
Some members of the Stellantis board of directors are proposing to sell Maserati due to the brand’s unprofitability. The consulting company McKinsey, which Stellantis hired in April, is studying the possibility of a sale. However, the automaker itself denies these rumors, stating that Maserati is not up for sale.
In 2024, Maserati sales more than halved — to 11,300 cars, and losses amounted to 260 million euros. Analysts believe that reducing the number of brands in the Stellantis portfolio could improve the company’s profitability. However, there is no consensus within the company itself: part of the management believes in Maserati’s potential as the only true luxury brand in the group.
Possible Scenarios for Maserati
One option for reviving Maserati is the joint development of models with Alfa Romeo. If Stellantis decides to sell the brand, the most likely buyers could be Chinese automakers, who are interested in a prestigious name, despite its tarnished reputation due to models like the Ghibli.
A new owner could try to elevate Maserati to an even higher level, making it a competitor to brands like Ferrari or Lamborghini. The question remains open: should Stellantis keep Maserati or is it better to get rid of the problematic asset?
Recent years have shown that Maserati needs serious strategic changes. With no new models in development and declining sales, the brand risks becoming a burden for Stellantis. At the same time, its historical heritage and potential for revival remain valuable assets that could find a new owner.