Alexandre
Let's take advantage of the presentation of Stellantis' figures for 2023 to take a closer look at the group's luxury brand: Maserati. To sum up, we can say that the brand saves earnings despite a very complicated second half.
First, Maserati confirms the production figures unveiled by the unions a few weeks ago, namely that the brand will register 26,600 units in 2023. This still represents an increase of 1,000 units compared with 2022.
Maserati also recorded slight increase in sales compared with the previous year. But as far as profits and margins, the luxury brand regresses back to 2021 levels. The efforts of 2022 have been swept away...
| Sales | CA | Benefits | Margin | |
|---|---|---|---|---|
| 2023 | 26 600 | 2.33 billion | €141 million | 6 % |
| 2022 | 25 900 | 2.32 billion | 201 million | 8,7 % |
| 2021 | 24 200 | 2.02 billion | 103 million | 5,1 % |
If we look at the figures quarter by quarter, we can see that it's all good. the second half of 2023, which is in sharp decline. Both in terms of sales and below.
| Year | Q1 | Q2 | Q3 | Q4 | Total |
|---|---|---|---|---|---|
| 2023 Sales (€ million) | 700 | 600 | 500 | 535 | 2335 |
| 2022 Sales (€ millions) | 400 | 540 | 600 | 780 | 2320 |
| 2021 Sales (€ millions) | 2020 |
As with the registrations - 28 %, and margin, which falls from 10.1 % to 1.9 % if we compare the two half-years 2022 and 2023...
These figures certainly explain the major changes in Maserati's communications, marketing and sales departments.
As much as we love this brand, it's hard to see the light at the end of the tunnel for 2024 with postponement of the Levante and Quattroporte to 2027 and 2028the brand would have to make do with the Grecale, Granturismo and Grancabrio Folgore. It's going to be complicated!
By way of comparison, the figures for Ferrari, Lamborghini and Maserati.
| Ferrari | Lamborghini | Maserati | |
|---|---|---|---|
| 2023 | 13 663 | 10 112 | 26 600 |
| 2022 | 13 221 | 9 233 | 25 900 |
| 2021 | 11 155 | 8 405 | 24 200 |
| 2020 | 9 119 | 7 430 | 16 900 |
Maserati should limit itself to 25,000 all-inclusive and offer an excessive customization service, customer care and after-sales service worthy of the best. That's how margins will swell, thanks to unique customization services, because that's what this type of customer is looking for: a unique Maserati!