Just a few months ago, BMW seemed like one of the most surprising choices to partner with Maserati in the development of its next generation of models. According to new information obtained by Italpassion, this possibility has now been all but ruled out. And the reason, it turns out, is actually quite simple.
Last June, we reported that Stellantis was in talks with BMW regarding a possible industrial partnership involving Maserati. This news came shortly after Antonio Filosa’s remarks before the Italian Parliament. The CEO of Stellantis had confirmed at the time that he was in discussions with two partners who could bring «technology, development, and excellent ideas» to the Trident brand.
Since then, one of these cases appears to have made significant progress. Reports are mounting regarding a possible partnership with Huawei and JAC Motors, with two electric models already mentioned and even a scenario involving production split between China and Italy. But what about BMW?
The project with BMW is now reportedly «all but dead»
Our source, who had already told us a few months ago about discussions with the German automaker, has come back to us with much less encouraging news. According to the source, «the deal with BMW is all but dead.» This information reportedly comes from an internal source and, incidentally, confirms an important detail: the BMW option was very real and had indeed been explored in recent months.
Why might the talks have ultimately fallen through? The answer appears to boil down mainly to a cost issue. According to our source, working with BMW would require a financial investment deemed too large. At this point, it’s important to note that no official announcement has been made by Stellantis, Maserati, or BMW. This information is therefore still unofficial. However, it helps explain why this possibility—which still seemed credible at the beginning of the summer—now appears to be fading.
Maserati needs to invest, but without spending recklessly
The financial issue is particularly sensitive for Maserati. The brand is going through for several years a difficult period, and Stellantis is seeking to rebuild its future while managing the investments needed to develop new models.
A partnership with BMW could have brought particularly valuable technologies, platforms, or even powertrains. But that expertise obviously comes at a price. And if the financial terms demanded by the German automaker required too large an investment, Stellantis ultimately decided not to pursue this path. As a result—barring another unexpected turn of events—the next major Maserati models are not expected to be developed in partnership with BMW.
BMW’s gradual exit from the equation automatically strengthens the other scenario we’ve been discussing for several months. Meanwhile, talks involving Huawei and JAC Motors seem to be becoming increasingly concrete. In early September, reports indicated that most of the obstacles to a partnership had been overcome. And while the German option is fading, the Chinese one has never seemed more credible.
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I am in the process of buying a 2024 Lavnte Trofeo with 69 miles on it, and when I first saw this article about the Chinese connection, I called Maserati USA, and they denied that the company was for sale, but said they could work with another country—most likely China—on software.
Stellantis isn't in the habit of investing to move forward, which is why they're always at the bottom of the pack.
It’s obviously easier and more profitable in the short term to take over an entire Chinese platform and change the logo.
Nothing changes.
Yes, investing in a brand like Maserati requires significant resources, and Stellantis doesn't have them. .
Given that short-term cash flowed in abundantly during Stellantis' first four years, how is it that they are now unable to do so?
It makes sense—they can't afford it anymore, their profit margin on each vehicle has shrunk, and Tavares' strategy has ruined the company; it's easy to understand.
Just look at the botched launch of the upcoming electric Stelvio on the wide STLA platform—with no hybrid engine planned—which led to a delayed launch, lost customers, and lost money.
BMW is one of the best—if not the best—partner for Maserati. Their products have a lot in common but also some interesting differences, such as their sports cars. If Alfa Romeo could join them, the perfect partnership between these brands would be complete.
That's a real shame. The B58 is recognized as one of the three best engines ever produced, and it's revered in the United States, a crucial market for Maserati. Putting a Chinese hybrid engine in a Maserati sports car? That's a guaranteed flop.
The price BMW is asking for is high because it is realistic. Consumers would accept this combination.
Stellantis isn't taking it on because the Maserati brand simply isn't worth the limited capital. This, in turn, means that Maserati should be sold; it has no future within Stellantis.
I think that will only happen after a turnaround at, say, Fiat, because no CEO wants to be known as the one who sold Maserati.
I agree with Potté—shareholders are lining their pockets… But that’s still short-term thinking! If, like VAG, investments were more focused on R&D, the cash would flow more slowly but more sustainably into the pockets of shareholders and the group. This raises serious questions about Stellantis« management! Forming a partnership with a Chinese group… Where on earth is this going?! We’re talking about MASERATI, not FIAT!!! The cars that will shape the future of all these exceptional brands will likely be internal combustion engines, running on so-called »sustainable” fuels. No more soulless, passionless Chinese electric knockoffs… I’m really sick of it.