Maserati’s Future Uncertain as Sales and Profits Decline
Maserati, the luxury car brand owned by Stellantis, recently reported disappointing sales and revenue figures for the first half of the year. This comes shortly after Stellantis CEO Carlos Tavares warned that the group cannot afford to have brands that are not profitable. Automotive News Europe revealed that Maserati sold only 6,500 cars globally between January and June 2024, a significant drop from the 15,300 units sold during the same period in 2023. The brand also posted an operating loss of €82 million in the first six months of the year, compared to a profit of €121 million in 2023.
Challenges Faced by Maserati in the Market
Natalie Knight, the chief financial officer at Stellantis, acknowledged the disappointing performance of Maserati in a call with journalists. She attributed part of the decline to the discontinuation of three models – the Ghibli, Quattroporte, and Levante – leaving the brand with a limited lineup. With only a few models generating volume, European sales dropped by 42%.
Future Plans and Uncertainties for Maserati
Despite the current setbacks, Maserati has new models in the pipeline with plans to introduce an electric version of the Levante by 2027 and an electric Quattroporte by 2028. However, these models have faced delays, leading to uncertainty about their future release dates. Insiders suggest that the next Quattroporte might debut before the next Levante, complicating the brand’s product strategy.
Potential Sale of Maserati
In light of the challenges faced by Maserati, Stellantis executives are considering all options for the brand’s future. Natalie Knight hinted at the possibility of selling Maserati to ensure its long-term viability. While a sale is not confirmed, it is not off the table, signaling a potential shift in ownership for the iconic Italian brand.
Conclusion
The future of Maserati remains uncertain as the brand navigates declining sales, profit losses, and delayed product launches. With Stellantis evaluating the brand’s performance and strategic options, Maserati may face significant changes in the coming years. Whether a sale or restructuring is on the horizon, Maserati must adapt to survive in a highly competitive luxury car market.