Maserati in 2025: a black year, everything to be rebuilt

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.