The descent continues for Maserati. The first quarter of 2025 confirms what had been predicted previous registration data The Trident brand has recorded a historic decline in both sales and revenue, and is approaching pre-2013 levels. Pending the presentation of the new product plan, due before the end of June, the situation remains more worrying than ever.
Sales halved
The financial results published by Stellantis are unequivocal: Maserati sales in the first quarter of 2025 amounted to just €157 million, versus 313 million euros for the same period a year earlier. A staggering drop of -50 %, confirming the brand's inability to halt its downward slide. tariff adjustments announced at the beginning of the year.
As a reminder, Maserati had already finished 2024 with annual sales more than halved compared with 2023 (€1.04 billion versus €2.33 billion). If the current trend continues, 2025 could see even lower revenues, potentially below 700 million euros.
Sales in freefall: back to 2013
In terms of volumes, the situation is equally alarming. Maserati sold just 1,700 vehicles worldwide between January and March 2025, down -48 % on the 3,300 units sold in Q1 2024. This sends the brand back more than ten years, with sales comparable to the first quarter of 2013, when it delivered just 1,304 units.
If this momentum continues, Maserati risks falling below the 10,000 mark in annual sales, a symbolic threshold that would confirm a structural transformation of the brand... or its decline.
A strategy based on exclusivity?
Officially, Maserati has yet to present a new recovery plan, but recent statements by the CEO appointed in October 2024 suggest that a strategic shift is imminent. The executive has promised a product plan "that will make all historical customers happy"This suggests a return to more exclusive models, breaking with the volume logic that accompanied the launch of the Ghibli, Quattroporte and Levante.
The figures speak for themselves: while Maserati had reached a peak of 11,900 sales by the first quarter of 2017, the brand is now falling back to a level seven times lower. Even models considered strategic, such as the Grecale, were not enough to reverse the trend in 2024, and there's nothing to suggest that 2025 will start any differently.
Pending the June plan, the future is still unclear
Hope now lies in the presentation expected by the end of June 2025 a comprehensive industrial plan. It will have to respond to a twofold urgency: reassure investors and convince customers that Maserati has not lost its DNA. If the brand is to make the transition to smaller production runs, it must at the very least propose a clear and inspiring vision, capable of justifying this drop in volume with a qualitative and technological move upmarket.
Between financial losses, falling sales, disinterest in the Folgore electric range and industrial uncertainties (with production transfers to Modena mooted), Maserati is now at a crossroads. Stellantis seems less and less inclined to inject massive sums into the brand, pointing to a more discreet repositioning in the automotive luxury landscape.
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One question remains: why didn't Maserati put the Alfieri, which was presented in 2014 to rave reviews from both the press and the public, into production? it would certainly have been a hit. A mystery!
When you don't go to trade shows and don't show your models, there's no visibility and no surprises.