Alexandre
This announcement dates back to last year, but is worth highlighting in an attempt to understand where we're heading. Maserati. The brand plans to a strategy that could lead to a spin-off from its parent company, Stellantis. However, this approach is only feasible under one specific condition: significant improvement in profitability.
In 2021, Maserati returned to profit after a period of losses, posting a positive result of 5.1 %, followed by an increase to 8.7 % in 2022, and falling back to 6 % in 2023. However, these figures are still far behind those of its Italian competitors, Ferrari and Lamborghiniwith margins of 38 % and 27 % respectively for 2023. These results testify to thehe pressure under which Maserati must operate to achieve its objectives set by its management.
Davide Grasso, Maserati's CEO, pointed out around 1 year ago that the company was initially aiming for a margin of 15 % in the next twelve months. He added that Maserati will only consider spinning off Stellantis if it can increase this margin to 20 %.a target the company plans to reach between 2029 and 2030. This strategic move could, in time, result in a spin-off from Stellantis.
In addition, at a recent press briefing, Grasso explained that Maserati would never enter into a price war with its rivals, stating that such a strategy would be "completely unbalanced" for the brand. "Pricing is a very critical element in general, but particularly so for a luxury brand. That's why it's important that we're not driven by volumes," he added. This approach focuses on quality and exclusivity rather than quantity, bringing Maserati into line with the practices of luxury brands that prioritize added value over mass production.
A reminder of why no wonder prices are rising new models in recent years, but also falling volumes, which is probably desired, but not publicly assumed by management, at the cost of a few redundancies. Future Levante and Quattroporte scheduled for 2027 and 2028whether 100 % electric or not, are sure to feature much higher prices than previous models, with a very exclusive positioning.
It's interesting to recall that Maserati's former parent company, FCA, had previously organized a successful spin-off for Ferrari in 2016, which went public in 2017 with a margin of 25 %. This successful precedent could serve as a model for Maserati, although there's still a long way to go.
To be continued.
Maserati is realizing that Stellantis doesn't know how to manage sports brands.
You can't make Maseratis with PureTech engines, and all-electric is a dead end.
Let's hope that Alfa Romeo also understands that Alfa Romeos derived from Peugeot models don't work.
Stellantis (i.e. ex-PSA) can bring nothing to Maserati. They're not even on a par with Alfa Romeo, which claims to be more accessible for most of its models.
In any case, Maserati has to reinvent itself, the MC 20 and the Grecale are no longer enough. The Levante hasn't been touched up in how many years?
Stellantis, sorry...Tavares, keep the fun going, but they're ruining the brand's future.
A while ago, I was criticizing ALFA ROMEO's and LANCIA's proposal delays, but the same is true for Maserati. Meanwhile, the competition is making increasing profits.
A generalist manufacturer of this size does not have the "right software" to manage luxury sports brands,
Designing, developing and producing a luxury niche sports car with a globally applied strategy for a 3008.... doesn't work.
Volkswagen is doing very well with Porsche. It's mainly Tavares who's incompetent in this area.