Maserati, a luxury car brand under the Stellantis group, has recently reported disappointing sales and revenue figures. This comes shortly after Stellantis CEO Carlos Tavares warned that the group cannot afford to have brands that are not profitable. While no decisions have been made yet, there is speculation that selling the Maserati brand is not off the table.
According to Automotive News Europe, Maserati sold approximately 6,500 cars worldwide between January and June 2024, a significant decrease compared to the roughly 15,300 units sold during the same period last year. Additionally, the brand posted an adjusted operating loss of €82 million (about $88.7 million) in the first half of the year, compared to a profit of €121 million (about $130 million) in 2023.
Natalie Knight, the chief financial officer at Stellantis, acknowledged the disappointing performance during a call with journalists. She attributed part of the decline to Maserati discontinuing three models: the Ghibli and the Quattroporte were retired in late 2023, and production of the Levante ended earlier this year. Currently, Maserati only has the Grecale, the MC20, the MC20 Cielo, the GranTurismo, and the GranCabrio in its lineup. Among these models, only the Grecale is expected to generate significant sales, as European sales have dropped by approximately 42%.
The future of Maserati remains uncertain as the brand plans to introduce new models, although their release dates are not imminent. The Levante is slated to be replaced by an electric model, which is tentatively scheduled for release in 2027. Likewise, the next Quattroporte will also receive electric power when it arrives in 2028. However, insiders suggest that the timing of these models may change, with the possibility of the Quattroporte launching before the Levante.
During the call with journalists, Natalie Knight hinted at the potential for a sale of Maserati, stating, “The future is about how we maintain best value. There could be some point in the future when we look at what’s the best home for [Maserati].” While no official decision has been made, her comments suggest that selling the brand is a possibility worth considering.
In conclusion, Maserati’s disappointing sales and financial performance have raised concerns for the Stellantis group. With the discontinuation of several models and a decline in European sales, the brand’s future hinges on the success of its remaining models and the introduction of upcoming electric vehicles. The possibility of a sale adds another layer of uncertainty to Maserati’s future, highlighting the need for strategic decision-making to ensure the brand’s continued success and profitability.
