Maserati Q3 2024 figures: the Trident brand in its worst years?

Third-quarter 2024 figures recently released by Stellantis confirm Maserati's worrying situation. With only 195 million euros in revenues for the quarterthe trident brand continues to plunge. Compared with the €496 million in revenues recorded in the third quarter of 2023, this down nearly 61 % highlights Maserati's current weaknesses, despite its efforts to maintain its place among luxury brands. These results leave little room for doubt: the brand is going through one of its most difficult periods.

Falling sales and plummeting revenues

Maserati sales worldwide continue to plummetsales, reaching just 2,100 vehicles in the third quarter of 2024. With a total of 8,600 vehicles sold since the beginning of the year, Maserati posts 58 % decline compared with 20,600 units last year.

Sales figures third-quarter sales of 195 million euros is historically low, comparable to the crisis periods of the worst years. Indeed, with only 826 million euros in cumulative revenues for the first three quarters, Maserati is critically behind schedule, making it difficult to envisage a satisfactory annual result for 2024.

Colossal losses

Maserati's net losses continue to mount. Already in the first half of 2024, Maserati posted a deficit of 82 million eurosan already alarming figure. Unless there are drastic cost reductions (which have already been made) or an unexpected rise in demand, we can estimate a total deficit of between 50 and 100 million euros for the second half of the year. This scenario would be disastrous for Maserati, unable to halt this downward spiral despite restructuring and new strategic orientations.

Efforts to reduce costs

Faced with this situation, Stellantis implemented several cost-cutting measures, such as closure of Grugliasco plant, redundancies in Modenaand even Maserati Innovation Lab ceases operations. But these measures have had only a limited impact on Maserati's profitability. Efforts to cut costs have not offset the decline in sales. lower demand for models that struggle to win over competitors.

The failure of the electrical strategy and the lack of new products

Maserati's positioning on the all-electric market also appears to be a risky gamble. The Folgore series, though visionary, is struggling to find favour with buyerseven more so with rate increases, and no new products before 2028 is not helping matters. Fans of the brand are desperate for innovation, but cumulative delays and gaps in the current range are not encouraging sales growth or brand appeal. The Grecale Folgore model, which was supposed to revitalize sales, compares unfavorably with competing models, especially in terms of price/performance ratiowhich reinforces customer skepticism.

Maserati: a brand adrift?

Maserati's absence from Stellantis' Investor Day in 2024 added to the general uncertainty. Rumors of a spin-off or even a takeover by Ferrari have been circulating, Maserati's future remains unclear. The new CEO, Santo Ficili, faces many challenges in stabilizing the brand. Despite recent successes in motor racing, such as the GT2 European Series winsBut the enthusiasm of enthusiasts is not enough to reverse the trend. Visit production dropped by 75 % at Modena, and changes in management, while essential, have so far failed to breathe new life into the brand.

Can Maserati bounce back?

Maserati's financial results for the third quarter of 2024 are unambiguous: the brand is going through a very difficult period. With accumulated financial losses, declining production and a lack of new products, the pressure on Stellantis is greater than ever and the new management team to save Maserati from collapse. The challenge is immense, but Maserati's history is marked by periods of resilience. Only time will tell whether this legendary Italian brand will once again succeed in rising from its ashes, or whether it will continue to fall in an increasingly ruthless market.