Since the second half of 2023, Maserati is slowly but surely slipping towards the bottom of the global luxury brand registration rankings. After 2024 already in the redUnfortunately, the Italian brand confirms the trend in 2025, with a catastrophic first half: -32 % in registrations in the top 10 most important countries, after a -31 % drop in 2024. In two years, volumes have been halved.
A sharp drop in almost all countries
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The U.S. market, historically the brand's largest, fell sharply to 1,830 units from 2,921 over the same period last year, a drop of -37 %. Italy, the cradle of Maserati, is no exception, with sales down 30 %, while the UK has collapsed to -38 %. The only notable exceptions are Germany, up slightly at +12 %, and France, with timid progress (+7 %, but with only... 48 registrations over six months).
Switzerland is a clear case in point: -50 %, as are Japan (-36 %), Spain (-15 %) and Australia (-25 %). Even Turkey, which was still a small growth market in 2024, is down -8 %. Over the half-year, Maserati recorded 4,328 registrations, compared with 6,324 in 2024 and 9,194 in 2023.
| Country | H1 2023 | H1 2024 | H1 2025 | Change n-1 |
|---|---|---|---|---|
| United States | 3811 | 2921 | 1830 | -37% |
| Italy | 2223 | 1445 | 1017 | -30% |
| Japan | 667 | 659 | 424 | -36% |
| Germany | 696 | 300 | 336 | 12% |
| United Kingdom | 544 | 277 | 171 | -38% |
| Switzerland | 312 | 181 | 91 | -50% |
| Australia | 319 | 200 | 151 | -25% |
| Turkey | 307 | 131 | 120 | -8% |
| Spain | 245 | 165 | 140 | -15% |
| France | 70 | 45 | 48 | 7% |
| 9194 | 6324 | 4328 | -32% |
But good products...
The paradox is that the brand offers several very interesting models, especially for sports enthusiasts:
- The GT2 Stradale, the road-going version of the GT2 racing car.
- The MCXtrema, an extreme hypercar not approved for the road, reserved for a handful of collectors.
- The MCPURA, an exclusive supercar produced in Modena, is one of the last without a hybrid engine.
But these models are rare, expensive, and make no difference to Maserati's overall sales situation.
An inconsistent, poorly positioned range
The real difficulties come from the consumer range:
- The Folgore 100 % electric range is a failure.
- The Grecale SUV, which was to be a mainstay of the volume, is still not offered with a V6 hybrid powertrain.
- The new Granturismo and Grancabrio, while technically successful, were launched at prices that were far too high. Price cuts followedbut the damage had already been done.
- The disappearance of the Ghibli, Quattroporte and Levante without replacements has also left a gaping hole in the Maserati offering.
A blurred future... or finally in the making?
Faced with this worrying situation, Maserati's silence over the last few months raises questions. We've been promised a recovery plan since the end of 2024. Initially for February 2025. It was postponed until the end of June. Here we are at the end of July... still no official announcement.
However, according to our information, a product plan has been presented internally to some of the brand's employees. It should reorganize the offering around models more in line with market expectations, and integrate hybrid powertrains.
At the same time, industrial moves are taking place: production of the Granturismo and Grancabrio will move to Modena by the end of 2025, where they will share the line with the MCPURA. A way of rationalizing costs and giving new meaning to artisanal Italian production.
Can Maserati bounce back?
There's every reason to believe that Maserati hasn't yet hit rock bottom... but it's getting dangerously close. In two years, the collapse in sales is real. The strategic mistakes made by Stellantis are taking their toll: an electric range with no market, a poorly powered SUV, abandoned sedans, overpriced sports cars... And the lack of communication is not helping to reassure enthusiasts or investors.
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Unfortunately, STELLANTIS came along for the ride.
Having said that, I'm not going to blame it all on STELLANTIS, it wasn't all euphoria before either.
Rather attractive range, but if we take the MC20, due out in 2020, still. Other brands would be renewing the model, Maserati is releasing limited series and will at some point find itself behind the others.
If Maserati are not introducing updated or new models every 3 yrs they will fail. The biggest success was the Levante, a new updated or complete new model should've been on the market 2 yrs ago. Going electric was their biggest mistake, it's not in the Maserati DNA, people like myself won't buy an electric Maserati, there is no heart, no Passion, and no joy driving an electric Maserati I don't care how good it looks
The situation with Maserati is the same as with all the Italian brands in Stellantis. Not enough investment in new products, models are allowed get too old so no one wants them & management errors all over the place. Do you have figures on the Folgore range as you call it a failure?
Stellantis, recognised for the takeover of a once reliable Vauxhall, have produced nothing but failure vehicles in its shiny range: A one bullet proof Peugeot engine now an unfortunately an example of publicly known avoidance. Cars with key failures, dash display concerns, engine replacements galore. What do we expect from Maserati? More failure until somebody gets a grip of its line-up range, and re-intriduce best sellers Ghibli and quattroporte replacements with the V engines everyone loved. Maseratis sit below Ferrari and Lamborghinins but well above BMW, Jaguar and Mercedes. Make it happen, but not with stock Stellantis rubbish.
Non-production of the Alfieri in its day (a mystery), focus on electrification to the detriment of combustion engines, no hybridization, abandonment of sedans, engines unworthy of the badge, absent communication, etc etc...Look no further.
Ich bin seit meinem erstem Maserati ( Ghibli Diesel ), meinem Levante ( 430 PS Benziner) und der Probefahrt mit dem Grecale Trofeo absoluter Fan...... was Preise und Service betrifft eher weniger.... Oft unterirdisch im Vergleich zu anderen Marken ..... dennoch würde ich mir gern wieder einen Dreizack zulegen.... Das ist einfach Dolce Vita und nur der Weg morgens zur Arbeit war schon ein Stück Lebensfreude.... Etwas was mein Range Rover bei aller Liebe nie erreichen wird... Mensch macht eure Hausaufgaben, eine tolle Marke so kaputt zu machen... schade
1. Put V8 into the GranTurismo and GranCabrio.
2. Make Levante 2 (V8 & V6 engine) on STLA Large together with Alfa and Lancia E class SUV (R4 hybrid & V6).
3. Make E class Ghibli 2 sedan (R4 hybrid V6 & V8) on STLA large together with Alfa and Lancia E class sedans (alfa and lancia in SW and coupe versions, R4 hybrid & V6)
4. Make Quatroporte on STLA Large (V8 & V6)
Genau so! Es ist mir völlig unklar, dass was jedem Händler der Marke und vielen Kunden völlig klar ist, im Konzern keiner erkennt. Vor lauter unnötigem Gedöns, so wie bei Jaguar auch. Es zeichnet sich doch schon lange ab, dass die Elektroautos, und ganz sicher bei dieser Marke, keiner will. Und auch keine Autos, die das doppelte kosten wie sein Vorgänger....
Ständige Probleme helfen nicht weiter, eher wird das minus noch größer. Maserati muss da durch und an vernünftigen Lösungen arbeiten. Eigenständig denken und die faszination Maserati darstellen.
Just not enough enthusiasts...
I love them...
Who are your target Maserati consumers? Do you really know them? . Your savers will be the upper middle class who want more than Mercedes and BMW but not interested in grandturismo or MC20 as their families are always riding along. Levante offers them the extra space needed while quattroporte and Ghibli gives them the elegance and satisfaction they seek. Get these 3 magnificent models back with surprising updates and shocking sharp technology and you will see how this magnet will attract thousands more than what you target.
By the way, hire a psychologist who can help you read the market and understand us. Please.
I don't know why you put the American flag next to my name. I'm writing from Qatar.
it's automatic with the IP, but sometimes there are errors. We'd need to develop a way of giving everyone the choice of flag, but it's not a priority at the moment.
Absoluter Schrott.
Nie wieder Maserati!
Best regards Gilbert Elstermann.