Ferrari, Lamborghini, Maserati: which is the favorite Italian luxury brand in the USA? Find out!

Italian luxury cars have always held a special place in the United States.where passion for the automobile rubs shoulders with the pursuit of refinement, prestige and a touch of the exotic. But among Ferrari, Lamborghini and Maserati, which brand is America's true favorite? By analyzing recent registrations, sales trends and new releases, here's a look at the dynamics shaping the battle between these three Italian giants.

Maserati: a low point after years of glory

Between 2016 and 2018, Maserati enjoyed a real sales boom in the United States, thanks in particular to models such as the Ghiblithe Quattroporte and the Levantewhich were designed to appeal to a wide audience with V6 and V8 Ferrari engines. The objective was clear: make volume. And it paid off: in 2017, Maserati achieved 14,046 registrations, a remarkable peak compared to other Italian luxury brands.

However, after these years of strong growth, Maserati sales began to decline, due to a lack of range renewal. Despite the introduction of the MC20 in 2020 and Grecale in 2023, the brand struggled to revive its sales volume. In 2023, Maserati recorded 7,697 registrations, marking a slight rebound on previous years, but the brand has struggled to revive its sales volumes. forecasts for 2024 remain negative.

This slowdown in sales is mainly due to a lack of model renewal and a move towards a 100 % electric range. Sales of the Grecalealthough promising, are not yet enough to bring Maserati back to its 2017-2018 performance level.

Lamborghini: quiet strength

Lamborghini, for its part, takes a more stable approach. Since the launch of theAventador in 2011, followed by Huracan in 2014 and SUV Urus In 2018, the brand consolidated its position in the high-end luxury segment. These three well-defined, high-performance models have enabled Lamborghini to maintain solid growth without the need to multiply models.

In 2023, Lamborghini recorded 2,862 registrations, an impressive result that testifies to the success of its iconic models. What's more, with the arrival of the Revuelto in 2023, replacing the Aventador, and the Temerario scheduled for 2024 to succeed the Huracan, Lamborghini is well positioned to reach or exceed 3,000 registrations by 2024.. If this threshold is reached, Lamborghini will come very seriously close to Ferrari, a goal the brand seems ready to meet thanks to flagship products that captivate luxury car enthusiasts.

Ferrari: slower, uneven growth

Ferrari's strategy has always differed from that of its competitors. While Lamborghini concentrates on a few flagship models, Ferrari has chosen to diversify its offering, launching several models a year for many years. Yet despite this ambitious strategy, sales figures show slower growth.

In 2015, Ferrari recorded 2,587 registrations in the United States. Although the brand continued to produce incredibly desirable, high-performance vehicles, sales stagnated in subsequent years. In 2017, Ferrari achieved 2,759 registrations, but this figure fell to 2,387 in 2021, marking a significant decline, not least due to the pandemic and the economic slowdown that affected the luxury market. This decline was halted in 2023 with 3,124 registrations, a figure slightly higher than 2022, but still well below expectations.

Ferrari seems to have found its balance, but it's obvious that that reaching or exceeding 3,000 registrations per year is now a real objective. For the brand with the prancing horse, 2024 will be a decisive year. Indeed, with the release of models such as the Romathe 296 GTB the Purosangueand more recently the 12Clindri, Ferrari now expected to top 3,000 annual sales in the U.S. and reaffirm its leading position among Italian luxury brands.

A spaghetti Western to keep an eye on

Although Maserati long dominated the American market for Italian luxury vehicles, the brand has seen its sales slow in recent years, while Lamborghini continues to grow steadily, thanks to a strategy of small-scale, high-performance models. For its part, Ferrari tries to maintain its leading position with an increasingly diversified range, but growth remains slow.

In 2024, sales figures will be particularly interesting to watch. If Lamborghini keeps up its momentum with the arrival of new models, it could well come close to 3,000 registrations and rival Ferrari. As for Maserati, although a slight rebound is visible, the brand will have to offer combustion engines if it is to win back a significant share of the US market.

	Ferrari	Lamborghini	Maserati
2023	3124	2862	7697
2022	2948	2275	6819
2021	2387	2412	7682
2020	2070	2263	5442
2019	2587	2716	8150
2018	2417	1599	11339
2017	2759	1095	14046
2016	2398	1041	12534
2015	2258	1009	11700

Survey by italpassion. Thank you for quoting us.