
November 2024, Maserati is going through an unprecedented crisis, we have impressive declines in registrations in several key markets. This trend is confirmed worldwide, with catastrophic figures, particularly in countries traditionally strong for the Italian brand. While some markets are showing alarming results, others, such as the United States and Italy, are showing more moderate signs of slowdown.
Widespread drop in sales: a catastrophic November
Maserati's latest registration figures for November 2024 are worrying, with an average fall of 55.87 % compared with November 2023 if we refer to the top countries. Among the countries observed, the UK stands out with a dramatic decline of -68.06 %. This reflects a downward trend also affecting other markets such as Japan (-66.29 %) and Germany (-57.41 %).
For France, the decline is more moderate but nonetheless significant, with a decrease of 33.33 %. Italy and the United States, two historic Maserati marketssaw their registrations fall by -59.49 % and -50.56 %. While France is still a marginal market for the brand in terms of volumes, the situation is much more serious in the United States, where Maserati is posting alarming results: just 307 registrations in November 2024, compared with 621 at the same time in 2023.
Here's a detailed look at the November 2024 figures:
Country | Registrations November 2024 | Change November 2024/2023 |
---|---|---|
United States | 307 | -50,56 % |
Italy | 111 | -59,49 % |
Japan | 60 | -66,29 % |
Germany | 23 | -57,41 % |
United Kingdom | 23 | -68,06 % |
Australia | 26 | -52,73 % |
France | 10 | -33,33 % |
The United States, traditionally Maserati's biggest market, suffers a major setback, with sales down 50 % on the previous year. Similarly, Italy, the cradle of the brand, sees its sales plummet by almost 60 %, whereas in 2023 it occupied second place after the USA in terms of registrations.
Decline over the full year 2024
While the November figures are alarming, analysis over the full year (January to November 2024) confirms this downward trend. Maserati lost 37.35 % in worldwide sales compared with the previous year. If we take the top 6 countries (which excludes France), total registrations for the first 11 months of 2024 amount to 8,970 units, compared with 14,318 in 2023.
Here is an overview of global registrations in 2024 compared to 2023 for key countries:
Country | 2024 (Jan-Nov) | 2023 (Jan-Nov) | Change 2024/2023 |
---|---|---|---|
United States | 4 452 | 6 551 | -32,04 % |
Italy | 2 123 | 3 646 | -41,77 % |
Japan | 1 025 | 1 525 | -32,79 % |
Germany | 488 | 1 001 | -51,25 % |
United Kingdom | 441 | 858 | -48,60 % |
Australia | 355 | 601 | -40,93 % |
France | 86 | 136 | -36,76 % |
Why it was to be expected!
There are many reasons for this dramatic drop in registrations. First and foremost, production at the Modena plant was cut by 75 %. Next, the results financials for the third quarter of 2024 revealed a 58 1TP3Q decline in salesThis confirms that the brand is in trouble, and that the last quarter of 2024 will be no better.
With Maserati facing falling sales in its main markets, the brand's future looks uncertain. The automaker will have to rethink its strategy, particularly in terms of its transition to electric vehicles. We eagerly await the presentation of the new a more structured, powerful product plan.
I'm sorry to see this elec turn out to be such bullshit.
Maserati, hmm, brings to mind arrogant sales personnel, shitty service, prohibitive sales and service prices, and so on. You make your products inaccessible to the mainstream. If you are trying for exclusivity, there you are. You can sell one car for a million dollars, or you can sell a million cars for a lot less. Your choice.
Tavares made his choice, that of stupidity.
This is what it looks like when you adopt an external strategy, bin your heritage, ignore your customers, and try to sell what you want instead of what your customers want.
Jaguar should take note.
It would have sold just by making the front body and exhaust sound cool, so why did you abandon tradition and take on the challenge?
The CEO of Maserati developed a blueprint for extinguishing the brand. ABSOLUTELY NOBODY WILL BUY AN ELECTRIC MASERATI.