September's figures confirm an undeniable fact: the trident brand is sinking.
With an overall decline of 30 % over the first nine months of 2025, Maserati seems to have reached a point of no return.
A general drop in registrations
From January to September 2025, Maserati registered 5,996 cars in its main markets, 2,500 fewer than in the same period in 2024.
The country-by-country breakdown illustrates a major trend:
- United States: 2,432 units (-37 %), still in the lead, but US taxes on imported cars continue to penalize the trident.
- Italy: 1,398 units (-24 1Q3), the domestic market continues to erode despite some positive signs in the spring.
- Japan: 578 units (-37 1TP3Q), the Asian collapse continues without any notable rebound.
- United Kingdom: 274 units (-30 %), Switzerland: 148 units (-45 %), Australia: 216 units (-28 %) - all secondary markets plunged.
- France remains one of the rare exceptions, with 80 units (+25 1TP3Q), an encouraging but still marginal figure.
- Germany confirmed its role as a European stronghold with 531 units (+25 1TP3Q) thanks to a surge in Grecale sales.
In short: of ten major markets, eight are in the red. And even rare growth is no longer enough to reverse the global trend.
Stellantis figures confirm decline
Official data published by Stellantis for the third quarter of 2025 support this finding. Maserati sold 1,700 units in Q3 2025, a vertiginous fall on the 2,100 of Q3 2024. The year-to-date total of 5,900 cars places Maserati on an unprecedented trajectory: at this rate, the brand could end the year below 8,000 worldwide sales, its lowest level since 2012. In other words: the fall is historic.
Still waiting for the product plan
The famous recovery plan promised since late 2024 has still not been unveiled. In the meantime, Stellantis' new CEO, Antonio Filosa, has appointed Jean-Philippe Imparato at the helm of Maseratiand it looks like we'll have to wait and see By the end of the first half of 2026 for the Group's new industrial plan. In other words, 2026 promises to be another very difficult year for the Trident brand.
On the product front, Maserati can currently only count on the Grecale, GranTurismo, Grancabrio and MCPura (rebadged MC20) to keep the showcase going. But these models are no longer enough to compensate for the lack of new products.
The spectre of a return to 2012
The figures are cruel: Maserati is going back more than a decade. In 2012, the brand sold 6,288 cars. If current trends continue, 2025 could be a similar story, wiping out fifteen years of effort, investment and promise in one fell swoop. The symbolism is powerful: the year in which the brand was supposed to begin its "electric renaissance" is finally shaping up to be the year of its most brutal descent since the early 2000s.
The question is no longer whether Maserati should change, but how. Torn between exclusive Ferrari-style luxury and more "accessible" production, the brand seems to have lost its way. Its image remains strong, its design still superb, but its product offering no longer meets market expectations, either technologically or in terms of marketing.
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That's why we've appointed the fat pretentious man to his head🤣.
Given what he's done at Alfa Romeo, what do they expect? In 2 years, we'll have a Grecale based on the ë-C3 with 2 interiors (leatherette or recycled mop), 4 colors (black, dark gray, less dark gray, light gray) and 2 types of wheels.
It's not looking good!
And it's not Imparato who's going to save anything...
La festa è finita!
Maserati and Tavarès, who announced with much fanfare that Maserati would be abandoning its combustion engine and becoming a 100% electric brand, shot themselves in the foot. They scared off potential customers and, as a result of a lack of investment in new combustion-hybrid models, find themselves in the doldrums today. Look no further for Maserati's downfall.
Giusto faranno tutti la fine che sta facendo Jaguar se si continua ad insistere sull'elettrico
x non parlare poi i posti di lavoro persi in tutti settori auto x carità bisogna ringraziare la comunità europea x questo bravi
@amoroso
Most electric Maseratis were launched during the FCA era.
Tavares is right to be responsible for this situation... Especially as it will soon be a year since he took over, and the situation is still deteriorating steadily every month!
It's a global, worldwide problem in the segment!
The disappearance of the Levante from the Ghibli is an appalling disaster. I'm a Maserati fan who owns a Levante S Q4, and it's dramatic because I can't buy anything anymore. To replace it.
Io posseggo una Maserati grecale Modena acquistata nel 2024 e posso tranquillamente dire che la trovo un auto eccezionale al di sopra della concorrenza e con una classe ed un marchio assolutamente distintivi . Non comprendo fino in fondo la crisi del marchio che per me rimane sempre una eccellenza Italiana assoluta . Fare marketing e vendere è difficile e Stellantis tutta in questo è ai minimi storici
Weinen geht jetzt nicht mehr, den Abfall stoppen geht nur mit seriöser Beratung und gutem Service. Der Name Maserati ist ein Synonym für edle, sportliche und hochwertige Autos. Das sollte die Führung im Auge behalten und vorhandene Modelle aufwerten und ergänzen. Ein neuer Quattroprte fehlt, ebenso ein Alternativantrieb z.B. V8.
IMPARATO isn't going to save Maserati the way he bankrupted Alfa Romeo; Maserati needs the Dimello that saved Renault.
Maserati baut wirklich großartige Automobile.
Ich fahre seit 2010 Fahrzeuge dieser Marke, seit 2015 ein Maserati GranCabrio Sport und dazu, seit 2022, einen Maserati Quattroporte GTS.
Mit der richtigen Werkstatt, bei mir ist es das Autohaus Werner Brohl GmbH in Rastatt für Service, Pflege und Werterhaltung, sind das absolute Fahrzeuge der Spitzenklasse zu sehr vernünftigen Preisen (gewesen).
Die derzeitige Modellpolitik und Preisgestaltung der Maserati Führung ist schädlich.
Ich hoffe sehr, dass die Geschäftsführung von Maserati zur Besinnung kommt, und diese herausragende Marke nicht zugrunde richtet.
Maserati should never have gone totally electric, just another mistake by you-know-who.
Ich fahre einen Maserati Levante, das letzte Diesel Model und bin weiterhin begeistert. Nicht allein das Flair, auch die Verarbeitung, das Sitz und das Fahrgefühl sind außerordentlich. Ich möchte ihn nicht mehr missen
The decision to electrify was taken more than 5 years ago... so before Tavares. It was FCA and its gang of lizards, back in power, who shot up the Italian auto industry.
Yes, well, under Tavares no redirection was taken, so in the end it's his fault too.
Selling. A pragmatic imperative. But Maserati's decision-makers have been daydreaming for years. What a pity... At the cost of some useful concessions, Alfa Romeo is waking up. But Fiat is bogged down. In short, the techno-ecolo-bobos of Brussels have taken their toll. Their incantations on the altar of the electricity fairy have not worked. I feel sorry for carmakers who have lost their compass by underestimating what can drive customers into their dealerships: passion for cars!
Brussels has a point, bringing out an electric-only vehicle in 2025 (the new Quatroporte which was due to come out this year but was cancelled last year) when the end of internal combustion was only envisaged for 2035: don't take Portuguese bladders for Belgian lanterns 😉
Fazit nach 2 GTs in USA und einem Modena S in Europa:,
Erstklassige Autos!
Was nicht stimmt ist das sogenannte Management in Zusammenarbeit mit den total bescheuerten politischen Ideen , I/ e Elektrifizierung des Strassenverkehrs per Dekret 🤡 A la Habeck und Genossen .
Vielleicht sollte Stellantis Herrn Blume engagieren, der hat zumindest den Mut Fehlentscheidungen konsequent zu revidieren! Zwar teuer aber es wird funktionieren.
Roland Kunkel