Ferrari, Lamborghini, Maserati: who's the king of profitability?

AI illustration (unable to make a proper Maserati) - Italpassion

The year 2024 is well underway, and all the brands have unveiled their figures for 2023. Time to take stock for who enters Ferrari, Lamborghini and Maserati shows the best figures. Without further ado, here they are!

Sales13 66326 60010 112
CA5.97 billion2.33 billion2.8 billion euros
Medium basket436 946 €*87 593 €*276 898 €
Benefits1.25 billion€141 million900 million euros*
Margin38 %6 %32 %*

Note that for LamborghiniDetailed figures will be presented by Audi in March 2024. Estimated sales compared with the first half of 2023Lamborghini's sales figures are based on the number of cars sold, as are profits and margins, in proportion to the number of sales. Lamborghini had sold 5341 cars in the first half of 2023.


Ferrari remains the clear leader, whether in terms of sales, turnover, profits or margins. Nevertheless, we can salute Lamborghini's score which, in just a few years, has caught up with the prancing horse in terms of sales and which, with half the sales, has achieved a very interesting level of profit margin.

Concerning Maseratiafter a rise in profits and margins in 2022, the trident brand sees its efforts wiped out in 2023 with profits down from €201 million to €141 million, and margin down from 8.7 % to 6 %. This is even lower than the Stellantis Group average of 12.8 %.


As a reminder, this Maserati is all about the 100 % electric and changed its marketing, communications and sales directors at the beginning of the year. In our opinion, the average shopping basket is too low. If Maserati wants to become a luxury brand, the solution lies in increasing the average basket and reducing the number of units sold.

As a reminder, here are the financial statements for each brand:



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  1. Ferrari remains by far the most profitable car brand. They know what their customers want, they regularly release new models, and they know where they're going.
    It's a pity that other brands like Alfa Romeo or Maserati seem to be constantly looking for their own way: one minute I'm making premium sedans for Alfa, the next I'm moving downmarket, and then I decide to go all electric in the space of 2 or 3 years, without going through hybridization (except for the Tonale).
    Today's news: the Giulia and Stelio Quadrifoglio end their careers in the USA in June. Why so early? It's not the malus that's holding back sales - there are none in the USA.

    • Another mistake by Stellantis if that's the case, but I haven't heard about it because the brand has to be left until there's something to replace it, and the Tonale isn't going to change anything, given that the Hornet sells better.

      • If the Dodge Hornet sells better, it's for at least two reasons: there's more choice of engines, and it's much less expensive than the Tonale.
        Why buy the Alfa Romeo Tonale when you can get almost the same car for less with a better choice of engines?
        Imperato doesn't seem to decide much; he's a Tavares executor.

    • What's more, Imperato has reduced the list of possible options, even though this is vital for Alfa, Lancia and Maserati. This proves once again the incompetence of the new management team, and that we need to do what we did with Maserati. Thank them and put back the old hands who were there when the Giulia and Stelvio were launched.

  2. Alexandre
    That's great to read. Maserati also needs to start tailoring its products to each of its customers, with an unlimited options book, and have an after-sales service worthy of the greatest (like in Switzerland, where they're attached to the Ferrari showroom, but it should be everywhere). We also need to rethink the launch of an Alfieri to replace the 4200GT, which doesn't compete at all with the Granturismo, and win back customers from Jaguar, Aston and others, and as you said, raise the base price of the models.

    Ferrari is still the market leader, and is not about to be overtaken by Lamborghini, since the latter is limiting its sales, but is still gaining more and more fans, and its pre-owned products are steadily increasing in value, whereas Lamborghini's, like Maserati's, tend to plummet, but only recover after 30 years, as the market shows.

    If Stellantis understands the need to limit Alfa's sales and the number of models, as well as Lancia's, and builds on Maserati's by making pure sports products for Alfa Romeo, pure premium products for Lancia and pure luxury products for Maserati... the money will flow!

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