Maserati: 4 major decisions that will have a decisive impact on the brand's future

The trident brand Maserati is at a crucial turning point. After four years under the aegis of Stellantis, the balance sheet gives cause for concern for sales figures in freefalland dealers closing their doors and an uncertain future, with no new models available before 2027. The arrival of Santo Ficili appointed new CEO of Maseratiafter the departure of Carlos Tavares, ex-CEO of Stellantis, place the Italian brand faces strategic choices that will have a decisive impact on its future.

1. The platform

platform-stla-large
STLA Large platform

Before the merger with PSA, FCA had already begun developing flagship models such as the MC20, Grecale, Granturismo and Grancabrio.. These cars, now available, are based on dedicated platforms. The MC20, for example, benefits from a specific carbon monocoque, while the other models use the Giorgio-evo platform, which makes it possible to consider 100 % electric motors for Folgore models.

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However, with the integration into Stellantis, a major objective has been platform rationalizationand the future of Maserati's top-of-the-range models may well lie with the STLA Large platform. Although initially planned, the switch to STLA Large was delayed, and about a year ago it was announced that Maserati had not yet made a final decision on the matter..

The dilemma is clear: Maserati continues with dedicated Giorgio-evo platformsnow compatible with electric motors, or does it choose to share a common platform with other Stellantis Group brands, such as STLA Large? On the one hand, Maserati enjoys independence with its dedicated platforms, but this represents higher production, maintenance and evolution costs. On the other hand, sharing a platform would reduce these costs, but without guaranteeing the same dynamism as Giorgio-evo. A hybrid model, along the lines of Porsche and Audi, with shared platforms for some models (such as the PPE platform used for the Taycan and Audi A6) and dedicated platforms for others (such as the 911 or 718), was also envisaged. Santo Ficili also mentioned potential synergies between Alfa Romeo and Maserati, suggesting that this option has not been ruled out.

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2. Engines

3.0L V6 Nettuno engine

A few years ago, Maseratis such as the Ghibli, Quattroporte and Levante were powered by Ferrari V6 and V8 engines, a guarantee of performance, driving pleasure and sound. But since the termination of the Ferrari contract under the FCA era, Maserati has had to reinvent itself with its own engine, the Nettuno V6, derived from the Alfa Romeo 2.9L V6. Since the creation of Stellantis, the strategy has changed: Maserati must now become a 100 % electric brand.

This shift to electric was a surprise for many enthusiasts.A large part of the appeal of Maseratis lay in their engines and the sound associated with them. While Maserati's new electric models are not bad, they have lost that raison d'être that many found irresistible. Plus, the residual value of electric vehicles remains a cause for concern. Today, Maserati must decide whether to go down the 100 % electric road, despite the hesitations of other brands, such as Lotus, which are reversing their decision to abandon combustion engines. Conversely, brands such as Porsche, McLaren, Ferrari and Lamborghini continue to offer combustion-powered alternatives.

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Maserati could also take the gamble of investing in hybrid powertrainsGME T6 PHEV or a V6 PHEV, with the sound that goes with this type of engine, offering customers an alternative to electric power.

3. Price list

One of the first consequences of the FCA-Stellantis merger was price increases on Italian models, including those from Maserati. As soon as it was launched, the MC20 was deemed too expensive, a sentiment later repeated for the Grecale, Granturismo and Grancabrio. Despite the negative feedback, Stellantis persisted with its pricing policy. Today, it's difficult to lower prices without upsetting dealers who have bought their models at higher prices.

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That said, we can see that Maserati has priced the Grecale Folgore 2025 rightwith a decline that seems more in line with market expectations. The latest example ishe Maserati GT2 Stradale starts at €350,000 while a Lamborghini Huracan STO was sold in 2020 for €320,000 and a Porsche GT3 RS for €250,000. For future models, Maserati will have to be more realistic and not let itself be guided by pride. To regain competitiveness, it's crucial to match the prices of direct competitors with the same characteristics.

4. The range

Maserati's range, already incomplete under FCA, remains insufficient at present. Since 2013, with the launch of the Ghibli and Quattroporte, then in 2016 with the Levante, Maserati has not really renewed its offering. Stellantis has launched, sometimes somewhat belatedly, MC20, Grecale, Granturismo and Grancabrio models whose development had already begun under the FCA era. Meanwhile, apart from the MC20 and its evolution with the MC25 that has to happen, Maserati's range lacks competitive innovation.

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If Maserati really wants to succeed in the future, it will have to expand its range quickly. Why not take a leaf out of Porsche's book? With diversified models such as a 2-seater coupé (the Alfieri), a supercar for image, an SUV like the Grecale, a large Levante SUV, and a Quattroporte sedan, Maserati could establish itself as one of the world's leading automakers. a solid, coherent range. Then, like Lamborghini, it would be wise to regularly update these models with special versions, a recipe that has worked well for the bull brand over the past ten years, with only three models in its catalog: URUS SE, URUS Performante, URUS S, etc.

Maserati's new management has a big responsibility

Once again, Maserati finds itself at a pivotal point in its history. The decisions that will be taken and announced in the coming weeks and months will determine not only its survival, but also its return to the market. As 2024 draws to a close, Maserati leaves behind the sensation of 4 years lost since the birth of Stellantis. Let's hope that by 2028 the brand will once again be the icon it has always been.

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One Comment

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  1. Stellantis with Tavares, or a series of big mistakes. Maserati has paid the price, and so has Alfa Romeo, unless the situation changes.

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