Alexandre
Unsurprisingly, in 2024, Maserati is going through a particularly difficult year. Trident brand suffers dramatic drop in worldwide sales. According to our figures, Maserati sales down 39.55 % worldwideThis has affected key markets such as North America and Italy.
A sharp decline in the United States and Italy
The United Statestraditionally one of Maserati's biggest markets, saw their sales fall by nearly 37 1TP3Q. In all, Maserati sold 4,819 units in the country, a figure which, although still superior to Lamborghini and Ferrarimarks a significant decline on previous years.
Italythe historic heart of Maserati, was also hard hit, with a vertiginous drop of 41 %. Only 2,242 units were sold in 2024, a far cry from previous performances. The Italian market has traditionally been very loyal to the brand, but the loss of interest in flagship models with the 100 % electric, coupled with a more limited range of vehicles and rising prices, explains this downturn.
A worrying trend in Europe and elsewhere
Other European markets, such as Germany and the UK, also suffered. Germany recorded a drop of 48 %, while the UK saw a fall of 47 %. Even traditionally less critical markets, such as Switzerland and Australia, saw sales fall by 21 % and 40 % respectively. As for France, the collapse is even more flagrant, with a 50 % drop in sales compared to 2023.
A worldwide decline
The registrations table shows that the fall of 39 % is reflected across almost all Maserati markets. According to our estimates, in 2024, the brand could well sell only around 15,000 vehicles worldwide, a figure that comes close to that of Ferrari and Lamborghini, compared with 26,000 in 2024.
Maserati's Italian factories saw production plummet by 64 %. The historic plant, which used to produce models such as the Ghibli, Quattroporte and Levante, now manufactures only GranTurismo and Grancabrio, with volumes dramatically reduced to just 2,250 units. In Modena, production of the MC20 has fallen by 79 %, and in Cassino, production of the Grecale has dropped by 58 %.
| 2023 | 2024 | Evolution | |
|---|---|---|---|
| US | 7697 | 4819 | -37% |
| Italy | 3841 | 2242 | -42% |
| Japan | 1734 | 1103 | -36% |
| Germany | 1047 | 541 | -48% |
| United Kingdom | 892 | 469 | -47% |
| Swisse | 531 | 417 | -21% |
| Australia | 638 | 377 | -41% |
| Turkey | 533 | 276 | -48% |
| France | 194 | 97 | -50% |
| 17107 | 10341 | -39% |
An urgent call to action
We've been warning about Maserati's difficult situation for more than a year now. First with sales down in Francethen in Chinaor the 3rd quarter 2023 sales decline that we considered worrying. The poor figures for 2024 reflect a situation that has been detectable since 2023. The trend shows no sign of reversing by 2025This is especially true when you consider the horizon for future models. The next-generation Levante isn't expected until 2027, and the Quattroporte won't arrive until 2028.
However, Maserati's decline occurred in in a context where Lamborghini and Ferrari, two other Italian luxury brands, are experiencing continuous growth. Although Maserati is still ahead of Lamborghini and Ferrari in the USA, the trend could well be reversed by 2025. Without new models to rekindle customer enthusiasm, Maserati is likely to lose its leadership position in certain key markets. By 2025, the brand could even fall behind its competitors in terms of worldwide sales.
Maserati must quickly unveil a clear strategy to turn things around. If the brand wishes to avoid an even deeper decline, it must announce a structured product plan, particularly as regards new models capable of seducing its public.
Innanzitutto bisogna abbassare i prezzi, rispetto ad altri brand c'è circa tra il 20-30% in più....che sicuramente non aiuta la vendite, anche sull usato Maserati approved , poi le continue immagini e servizi televisivi lesivi che danneggiano la reputazione del brand Maserati e la sua collocazione nei vertici dei brand automobilistici e nessuno addetto alla comunicazione che difende il brand anche nelle sedi opportune. Lavorate in silenzio e risollevate il brand con intelligenza ed attenzione. Povero Marchionne....si rivolterà nella tomba per i danni che state facendo signori dirigenti CEO ed entourage.
When managers don't listen to customers. The Italian prestige brands have a heart called "belles mécaniques", with the noise and sensations that go with it.
Maserati should build what Ferrari refuses to build, i.e. 4 or 5-door models, hunting wagons, SUVs, 2 or 4-wheel drive, et basta! .... but with superb Ferrari-designed V8s.
The wealthy people who buy these dream cars don't give a damn about electric motors.
Maserati should sell... Maseratis, not lower-range cars... that's for another brands.
Electrification shouldn't be an issue, but luxury car brands should listen to their clientele as well.
Lastly, its name is associated with competition... which is quite absent these days (vs. Ferrari which is on the spotlight all the time with F1, for instance...) plus non-existent marketing campaigns for products that are also losing the train of innovation and a nuch-needed re-birth of Italian design.
It's all about poor (very poor) management.
Hello,
Passionate about exceptional, top-of-the-range automobiles, MASERATI has lost many of its customers.
I myself have sold my QUATTROPORTE
When I saw the mentality of the after-sales service
I quickly understood who to run to and above all to flee from. I strongly advise anyone not to buy one, the parts are almost impossible to find and if by chance it is available, it's overpriced.
Absolute joke of a company, they destroyed completely the brand. Whoever was in charge was absolutely blind. Pure greed and unawareness of the market led to the end of Maserati. Now they question themselves how to turn this mess around. Not sure how they dig themselves in such a deep whole. In India they just launched the brand at the Four Season Hotel as a display, and they had models like Quattroporte and Levante on display. What does that tell you? They got stock coming out of their ears. These two mode were produced 2 years ago, and yet they are try to sell them. What a mess, almost laughable