Stellantis Says Maserati Stays—For Now
'With all due respect, Maserati is not for sale.'
This official declaration comes amid reports suggesting Stellantis might offload underperforming brands—rumors that gained traction following the brand's financial struggles.
Where Did the Rumors Start?
The speculation was sparked by a Reuters report indicating that Stellantis had enlisted the consulting firm McKinsey to conduct a deep performance review of Maserati. The review, triggered by sharp declines in sales and rising losses, reportedly explored multiple scenarios—including the potential divestiture or restructuring of the brand.
In 2024, Maserati's global sales dropped by more than 50% compared to the previous year, with just 11,300 units sold. Operating losses reached an estimated €260 million, raising concerns among investors and market analysts.
Delays, Electric Setbacks, and Strategic Doubts
Maserati's challenges extend beyond financial performance. The brand's transition toward electrification has hit roadblocks. Development of the MC20 Folgore electric supercar has been paused, and the launches of new-generation Quattroporte and Levante models have been pushed to 2027 or later. According to Stellantis, the delays stem from 'lower-than-expected demand.'
These setbacks have fueled speculation that Stellantis may choose to exit the luxury space and prioritize more stable brands within its 14-brand portfolio, such as Jeep, Peugeot, and Fiat.
Internal Divides and the Future of Maserati
Although Stellantis has made its public position clear, sources suggest diverging views inside the company. Some executives view Maserati as a valuable asset tied to the group's heritage and prestige. Others argue that the brand consumes resources that could be better directed toward higher-growth divisions.
The Road Ahead: Reinvention or Redundancy
While Stellantis continues to back Maserati—at least outwardly—the future of the brand remains uncertain. To remain relevant, Maserati must not only restore profitability but redefine its role within a rapidly evolving market. Whether it emerges as a revitalized icon or fades into legacy, one thing is certain: for now, Maserati stays… but a reinvention is overdue.
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