Italian Icons on the Edge of Reinvention Under New Boss
Maserati and Alfa Romeo share a great deal of history; these two iconic marques are two of the hottest names in the premium segment. But things have become lukewarm for both brands, with uncertainty lying in their future within the Stellantis umbrella. With sales declining, Italian production plunging, and no new products on the horizon, Maserati is currently stagnant with no clear path forward. The same goes for Alfa Romeo, which is also having issues with its best-selling SUV.
Needless to say, both Italian marques are in dire need of a concrete turnaround plan. It's happening soon, according to Maserati and Alfa Romeo CEO Santo Ficili, just in time for the appointment of Stellantis' new CEO, Antonio Filosa, who will start his regime on June 23, 2025.
In an interview with Reuters, Ficili said that Maserati will reveal a business plan, just as soon as Filosa steps up to the plate. He's quite optimistic about the future of the brand and confident that Filosa, an Italian national, will back whatever is in place for the iconic marque. He also denied that Stellantis is planning to sell Maserati – a rumor that circulated last year but has been refuted since.
"We have clear ideas about what we want to do, we hope we can be ready very soon. Let's wait for Antonio to take up his job," Ficili told the publication. He shared that new products are on the horizon, along with restructured relationships with dealers and improvements to its service network.
Ficili added that all Maserati models will continue to be designed, engineered, and manufactured in Italy – a bold move, considering the current tariff woes in the U.S., where a substantial portion (30%) of the brand's sales come from.
But what about Alfa Romeo? Ficili, also the head of Alfa Romeo, has confirmed that Stellantis will review its strategy, too. He didn't share further details about this, as it seems like the automaker is focusing on Maserati first. We should know more by the end of the month.
Alfa Romeo is currently struggling, not only with sales but also with the development of its upcoming products. Specifically, the next-generation Stelvio, Alfa's best-selling model, is in doubt since the company backpedaled from its full-electric lineup strategy, now heading to a hybrid path. However, a new post today suggests something new will be revealed next week:
Of note, 15% of Alfa Romeo's sales are from America, the world's second-biggest automotive market. Again, tariffs will play a significant role in both automakers' business plans, for which Stellantis hired the consulting firm McKinsey.
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