The Maserati crisis becomes increasingly profound: the historic symbol of Italian automotive luxury crosses the most black period of its centenary history.
The numbers are ruthless: in 2024 the losses reached 701 million euros, almost eight times the red of 2023.
Maserati production at historic lows
Maserati faces a three -headed monster: industrial crisis, suffering commercial network and a brand that risks prickly losing relevance.
Global sales collapsed by 58%, stopping at 11,300 units, with a turnover of 60.6%and an operating margin dropped to -25%.
Stellantis, the group that controls the brand, responded with an injection of capital of 350 million euros, a measure that appears more as an emergency operation than as a relaunch strategy.
The heart of the crisis is reflected in the factories: in Modena, in the first half of 2025, just 45 cars were produced; in Mirafiori 70; in the Cassino plant 10,500 units (-35% compared to the previous year), of which only a quarter relating to the Greek SUV. The use of layoffs became the rule: the production workers have worked just thirty days since the beginning of the year, with heavy repercussions on the Modena employment fabric, already marked by an increase of 44.5% of the hours of social safety nets.
Maserati range considered obsolete
Analysts identify the roots of the crisis in a series of not very far -sighted management choices. Maserati has positioned its range on pure luxury prices, without however offering real added value compared to direct competitors. Models like Ghibli and Quattroporte, launched in 2013, remained on the market for over a decade without a significant renewal, leaving room for Porsche and Ferrari in the high end.
The strategy on electrification, with the Folgore project, accentuated the difficulties: in 2024 just 150 electrical cars in Europe were sold, thanks to an incomplete range, delays in the development of the new electric quattroporte (postponed to 2028) and cancellations of models such as the MC20 Folgore.
The weekly Panorama He collected the opinion of Francesco Zirpoli, professor of Economics at the Ca ‘Foscari University of Venice and director of the Center for Automotive and Mobility Innovation and the Observatory on the transformations of the Automotive Ecosystem: “The company, after the Tavares treatment, made of cuts to the customization options, pricing of product outside Target (a Maserati GT, almost as much as a Ferrari Entry Level), absence of investments for renewal for renewal for renewal. Of the range on key models such as Levante and Quattroporte, he has lost the support of the sales force and production continuity “.
Uncertain relaunch plan for Maserati
Stellantis, led by the new CEO Antonio Filosa and by President John Elkann, promises a new industrial plan for the relaunch of the trident. The synergy with Alfa Romeo should guarantee new platforms and plug-in hybrid engines, while a joint supercar is under discussion. However, the current RoadMap is weak: with Ghibli and Levante out of production, Maserati faces the market with a range reduced to Grecale and Granturismo until at least 2027.
The fate of the Maserati brand therefore appears to be linked to three possible scenarios:
- a structural relaunch with massive investments;
- a transfer to a group specialized in luxury;
- A possible synergy with Ferrari.
Chinese in alert
In the meantime, market rumors remain lively. The Chinese Chery, among others, observes the developments up close, ready to take a possible opportunity to enter the international premium segment. Officially, Stellantis denies any hypothesis of sale, but has entrusted McKinsey to analyze future options for Maserati and Alfa Romeo.
