Maserati’s recent struggles, as highlighted in Stellantis’ half-year report, point to a sharp decline in sales, with customer deliveries plummeting from 15,300 units in the first half of 2023 to just 6,500 by June 2024. Carlos Tavares, CEO of Stellantis, attributed this worrying sales drop to ineffective marketing rather than issues with Maserati’s products or pricing.
This decline is particularly concerning given Tavares’ past statements, where he warned that underperforming brands within the Stellantis group could face shutdown if they fail to generate profit. While Maserati wasn’t explicitly singled out, the warning applied to all brands under the Stellantis umbrella.
To counter these challenges, Maserati is working on renewing and expanding its lineup. It recently launched the fully electric GranCabrio Folgore and is planning future releases, including the MC20 Folgore in 2025, a large electric SUV in 2027, and an all-electric Quattroporte sedan in 2028. These efforts are part of a broader strategy to boost sales and position Maserati for long-term success in the evolving automotive market.
Stellantis remains committed to Maserati and its other brands. The company reiterated its pledge to invest in all 14 brands under its portfolio for 10 years, including those facing challenges like Maserati, Lancia, and DS Automobiles. These brands now have until the end of the decade to prove their viability and reverse their fortunes.
