For a long time, the United States was the pillar of the Maserati. As with Lamborghini and Ferrari, the American market was the leading global outlet for the trident brand. By 2025, this pillar had cracked to the point of shaking the whole edifice.
The United States, symbol of a brutal collapse
The American figures alone sum up the seriousness of the situation. In December 2025, Maserati registered just 132 cars in the United States, 109 of them Maserati Grecale. For the year as a whole, the brand totaled 2,838 registrations, a staggering drop of 41 %. The comparison is cruel: in December 2023, Maserati still registered 1,146 vehicles in a single month...
In the short term, the only hope identified in this market is the launch of a V6 version of the Grecale, at the same price as the four-cylinder version. In the USA, a Grecale V6 is now available from $84,500, albeit with deliberately reduced power. It's a strategy reminiscent of the Maserati Levante, which was once available in several V6 versions, culminating in a V8. With hindsight, enriching the range earlier with different power ratings would undoubtedly have cushioned the blow better.
Europe is no longer a safe haven
One might have thought that Europe, and Italy in particular, would cushion the fall. Not so. In its domestic market, Maserati is reporting 1,716 registrations in 2025, down 23 %. Even in a country historically attached to combustion engines and national brands, demand is contracting.
Japan follows the same trajectory, with a decline of 31 % over the year, despite 80 registrations in December. The UK had a surprisingly strong December, with 52 deliveries, but this was not enough to mask a year of -21 %, for a total of 372 units.
Switzerland, often perceived as a favorable location for luxury cars, also collapsed: 225 registrations over the year, down 46 %. Australia fell by 30 %, Turkey by 34 %, Spain by 13 %, with December entirely driven by the Grecale.
A few markets were exceptions. Germany grew by 17 % over the year to 635 registrations, but even there, December 2025 was the worst month of the year, with just 21 cars delivered, including 20 Grecale and a single Maserati GranTurismo. France improved modestly by 12 %, on a very small scale, with 109 registrations over the year. Austria and the Netherlands plunged by 52 % and 13 % respectively.
Figures that speak for themselves
Overall, in these key markets, Maserati's total registrations in 2025 were 7,347, down 31 %. The situation is stark: the brand now sells almost half as many cars as Lamborghini and Ferrari, whereas just a few years ago, the situation was strictly the opposite. I had started to write a paragraph expressing my anger at Maserati's management in recent years. I finally deleted it. The figures speak for themselves, and they are much harsher than any comment.
| Country | Registrations 2025 | Evolution |
|---|---|---|
| United States | 2838 | -41% |
| Italy | 1716 | -23% |
| Japan | 756 | -31% |
| Germany | 635 | 17% |
| United Kingdom | 372 | -21% |
| Australia | 264 | -30% |
| Switzerland | 225 | -46% |
| Spain | 250 | -13% |
| Turkey | 182 | -34% |
| France | 109 | 12% |
| Netherlands | 26 | -13% |
| Austria | 12 | -52% |
| 7347 | -31% |
The last chance for the 2026-2030 cycle
Here we are in 2026, with a brand to be almost completely rebuilt. Jean-Philippe Imparato, new CEO of Maseratipromised a return to profitability within two to three years. His roadmap is based on a clear principle: produce as closely as possible to demand and drastically limit dealer inventories. It's a philosophy reminiscent of Ferrari or even Lamborghini, with a few demonstration vehicles, but very few cars sitting on fleets. Early December 2025, Maserati also welcomes Cristiano Fiorio as Marketing and Communications Director. It's not an insignificant name, given his recent experience on the Alfa Romeo 33 Stradale project, which demonstrated his ability to restore desirability and meaning to an Italian brand. Simonetta Cerruti has also joined the brand as Sales Director, after a long career with Fiat, Alfa Romeo and Lancia.
Despite everything, I'm still hopeful. I'm convinced that the teams are working hard behind the scenes. In fact, I wouldn't be surprised if Maserati working on a "tribute" carin the spirit of what Alfa Romeo achieved with the 33 Stradale. But the 2026-2030 cycle will be the last chance. We can't eternally invoke the transformation of the automotive market to explain our difficulties, when at the same time Ferrari and Lamborghini are in insolent health. Maserati needs to rediscover a clear vision, a complete and coherent range and, above all, a desirability worthy of its history.
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Putting the "revival" of such a legendary brand in the hands of Imparato...
How to say...?
If there are two things I can give Imparato credit for, it's: 1- Alfa Romeo's profitability (even with small volumes...), 2- the Alfa Romeo 33 Stradale.
Bof Maserati is a brand of the past now. It's time to cut costs ... or sell. Neither FCA nor stelltruc are in a position to sell luxury. The manager in my company, who owns one, used to say to me, "You might as well buy Chinese!
Maserati has an evil reputation in the US for unreliability, and heavy depreciation.
Seit 2024 geht es abwärts, Schlagzeilen waren Personalrochaden aber echte Innovationen um Kunden zu halten und gewinnen sah ich nicht. Kein Hinweis auf neuen Levante, Quattroporte oder einen größeren Motor um mit der Edelklasse mithalten zu können. Fehlen gute Techniker?
Die Chinesen haben soviel Digitale Technik in ihren Autos, dass es sinnlos ist dies zu kopieren. Maserati sollte die gewohnte übersichtliche Anzeigen beibehalten.
Let's hope Gilles Vidal and his teams can breathe new life into this legendary brand, which has become almost moribund.
Quite a challenge for this highly talented designer, who has so far succeeded in turning around all the brands he has been responsible for, albeit generalist manufacturers.
But we'll have to wait at least three years to see the first results.
In the meantime, it's up to Imperato and his board to keep the flame alive, for example with exclusive small series that are quicker to develop, and to perfect the netuno, which, no pun intended, must be the driving force behind the range.
My wife drives a Grecale and I have a Ghibli, and they are the two best cars I have ever owned. (64 cars in my lifetime, including BMW, Mercedes, Jaguar, Alfa Romeo).
Maserati make wonderful cars, and the unreliable tag is old news and not relevant to the present.
I own a Maserati 2021 Levante Grand Sport albeit I did buy it used with 9000km on it. I just traded it for a 2026 Grecale Trofeo. I have not had any bad experiences with the car infact I loved mine and just wished they would have kept the Levante in production.
Ich fahre den 3. Levante. Ein tolles Auto, das von allen bewundert wird.
Den Kauf eines Grecale habe ich nach einer Probefahrt ausgeschlossen: Zu leicht. Zuviel Plasik. Kein Vergleich zu Levante. Das ist nicht mehr der noble Maserati
We have a 2023 gt ghibli . The car is great but the depreciation 15k in 1 year means i will think twice about buying masi again.
Why the huge drop???
Hi Victor. The $15K drop in one year is due to the GT being a 4 cyl engine which is not really what Maserati is about. The V6 Modena is very sought after in the used market however and holds value much better. Also given that, have a look at what a comparable 5 series BMW or a E class Mercedes would be worth in the same timeframe and see that the Maserait is actually no worse in depreciation when compared to the competitors it competes against.
It's not all Maserati's fault. The world needs more romance. However, without a V8 (even in hybrid form) and prices dropped, they will never sell in North America. If they are truly listening to the demand, the growl of the V8 and affordability are the two biggest concerns for most buyers.
They are excellent cars, beautiful and lovely to drive but the massive depreciation is too much. Maserati must find a way to prevent this then I am sure people would re-buy and sales will begin to increase.
Bought our 17 Levante S w/ 48k miles for about $25,000. We wanted an all-wheel or 4-wheel drive SUV, loaded, with no more than 50k miles. Couldn't afford the $35k plus for a Toyota so we got the Levante and i Couldn't be happier. Best car i have ever owned and its not close
Maserati ghibli is my favorite car no doubt, been a loyal customer for 11 years counting i know have a 24 ghibli, love everything about it, some issues depreciation price,the entertainment system should be like crecale,maybe digital cluster,add some features, looking forward to 2028 ghibli more sound in muffler