Maseratian Italian luxury brand belonging to the Stellantiscontinues its descent into hell. If you're a loyal reader of Italpassion, you won't be surprised. Since the second half of 2023, we've been witnessing a worrying decline in sales and financial results for the trident brand. And the half-year figures published by Stellantis today confirm a chilling trend.
Sales halved in two years
As a reminder, registration figures for the first half of 2025 are clear: 4,328 cars, compared with 6,324 in 2024 and 9,194 in 2023 over the same period for the top 10 countries. This represents a drop of -32 % in one year, after -31 % last year. In two years, Maserati has simply lost more than half its customers.
The breakdown by country is just as chilling:
- United States : -37 %
- Italy: -30 %
- United Kingdom: -38 %
- Switzerland: -50 %
- Japan: -36 %
- Australia: -25 %
- Turkey: -8 %
The only anecdotal exceptions were Germany, with a small increase of +12 %, and France, +7 %... but with only 48 registrations over six months. Stellantis also shared sales figures, which are in line with registrations.
Sales in free fall
Added to these low volumes is a financial catastrophe. By 2025, Maserati could achieve in one year what it did in one quarter just two years ago.
- First half 2025: €368 million
- First half 2024: €631 million
- First half 2023: €1.309 billion
This represents a drop of -72 % in two years.
And that's not all: Maserati lost 139 million euros in the first half of 2025, for an abysmal margin of -37 %. By comparison, the brand was still profitable in 2022, with a margin of 8.7 % and annual sales of almost 2.3 billion euros.
Since 2023, the brand has accumulated net losses:
- 2023: very low profit (+141 M€ for the year)
- 2024: losses of €260 million
- 2025 (H1) : -139 million euros
A poorly thought-out range
This shipwreck did not happen by chance. It is the result of disastrous strategic choices.
- Models withdrawn from the catalog: the Ghibli, Quattroporte and Levante have been discontinued without replacement.
- Prices too high: the new Granturismo and Grancabrio are technically excellent... but overpriced. The price cuts came too late.
- Unsuitable powertrains: the Grecale is still not offered with a V6 hybrid, while the Folgore 100 % electric range is a commercial failure.
- Successful sports cars, but without impact: the GT2 Stradale, the MCXtrema or the MCPURA are the stuff of dreams... but they're rare, and don't change the volume.
Deafening silence as we await a recovery plan
In the face of the storm, Maserati's silence is heavy. A product plan was expected in February 2025, then postponed until June, and now "later". Officially, nothing has yet been unveiled.
However, according to our sources, a plan has indeed been presented internally to certain employees. It calls for a restructuring of the range, with a refocusing on more coherent models and, finally, hybrid powertrains. But for the moment, the whole thing remains vague. Too vague.
At this rate, it's no longer an alert, but a vital emergency. Maserati is a legendary brand, an Italian jewel. But today, it's costing Stellantis a lot of money. Between past unprofitable investments, loss of credibility and financial results, the bill is staggering. If Stellantis still wants to believe in the recovery of his luxury brand, he'll have to take action. Quickly. And hard.
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This is the 2nd article in a row you've mentioned the Folgore range being a commercial failure without backing that statement up with any figures.
I am in contact with several European dealers who tell me that the only registered models are in their showrooms. They also give me unofficial figures for models produced and awaiting buyers. You can also consult the figures in Italy and Germany by brand and energy source to see that this is anecdotal. I invite you to reread my February 2025 article "Electric Maserati: a market that doesn't exist? The latest figures seem to confirm this." I'm not going to track Maserati electric sales every month 😉
When you see the success of Lamborghini and Bentley thanks to VW, and Rolls thanks to BMW, you think MASERATI and ALFA have fallen into the wrong group...
Instead of relaunching LANCIA, STELLANTIS should have brought out a small Alfa (new Mito) to boost sales...
Ditto with ABARTH, they killed the brand with electrics, they couldn't make high-performance hybrid engines... (like CUPRA).
When you think that VW was interested in ALFA a few years ago, FIAT said no, so VW launched CUPRA...Another hit...
Thanks who? It's not Stellantis that's the problem, even if they're perfectly incapable of doing anything about it too, but previous years. Like Alfa, they want to go for bigger, more expensive models and send their "cheaper" customers packing...
In my opinion, the Maserati trident had no place at all in a French automotive group. Maserati made Italy in Fiat with in its range 2 more accessible models like cabriolet or fastback and coupé sedan at ~70 thousand euros thermal and Ital designations of course would have made a commercial hit. And that was very possible. And between you and me, I think Jeep is going to zip in view of the new US rules! It's 2027 tomorrow!
STELLA'NTIS French automotive group !!! It's the best of the year !!! Check it out before you think France runs everything !
Just a few words
Thank you Mr Tavares
Nobody talks about it, but Renault was at the bottom of the hole when Mr Gones fired him.
And he did the same job at Stelantis...he worked only for his salary.
Brush up on your history, and spell the former Renault CEO's surname correctly!
Hi, I'm a big Maserati fan......
. My last one, a 2017 quattroporte, was 3 years old.
despite this, it had many faults, such as the rear shelf coming unstuck, the fitted carpets being too short, etc.
I'll spare you the details, but the well-known dealer in the 92 dept. took me for a fool.
of course, they sent me packing...
finished for me
And yes, it may seem strange to many, but I do without the V8 ......pour the smoothness of the Electric.
In any case, they won't be seeing me back at Maserati anytime soon.......
Serves them right
Maserati has been here before and was successfully relaunched by Ferrari with the 4200 Spyder/Coupe, the last Maserati with an analog soul right down to the drum odometer. This decline started when Ferrari took the 4200/Alfieri naming them the California/Roma. Maserati was left wanting and dressed up the Quattroporte, ending analog ties. Then they chased vain DeTomaso era volume. Maserati needs to build beautiful/practical niche analog cars for enthusiasts. Maserati buyers respond to cars reflecting their heritage. I think they know that now. I hope it isn't too late.
Stellantis is unable to understand the market for sporty luxury sedans.
They discontinued models and imagined that Folgore models would sell.
All wrong. And what's worse, they're doing the same with Alfa Romeo, where an all-electric range was planned, with no combustion engines or hybrids. Result: the release of the new Stelvio and Giulia delayed by 2 years.
Imparato's statement in 2023: "From 2027, all new Alfa Romeo models will be 100% electric". What a visionary! Or rather, what a lack of understanding of the market.
Stelantis' management only saw through the electrics, and now they're having to backtrack, but it's too late.
In the USA, the big step backwards took place just before the disaster, with the announcement of the return of the V8 on Dodge, but over there it's easier: no Co2 tax.
Maserati isn't going to die, but the most worrying thing is Alfa and Lancia...
DS doesn't look so bad all of a sudden?
There's no point in blaming it on the Folgore models or Stellantis leadership - Maserati is not desired by anyone. It's an old Italian brand that has very negative public image in international markets. It's like Alitalia, Parmalat or De'Longhi - you know these used to be prestigious names once, but you better turn around when you hear their names today.
Stellantis does not disclose figures by brand, except for Maserati. You would need to track DS registrations to find out more. But I'm not an expert on French cars 🙂
Che tristezza per Maserati.non merita di sparire.Per il bene del nome unica cosa buona e che Ferrari si metta una mano sul cuore e la salvi.🙏
But of course!
Nobody wants a Stellantis!
It's two-bit Peugeot, nothing that works.
They should never have joined forces, all the brands are going to suffer the same downfall, including Alfa Romeo.
Stellantis should give Maserati back to Ferrari where it belongs. Then Ferrari can release a new Maserati Spyder based on the old California and actually launch the 2014 Alfieri based on the old Roma for their 100th anniversary car and call it the Tipo2k26. Reverse the damage done cheaply and quickly because the tooling is already there for some fantastic last generation practical Ferrari cars that can be rebranded as Maseratis. Just do it. This isn't rocket science. The missile is already ready to launch, somebody just needs to push the SMART button.