For several months now, Maserati is in a turbulent zone from which it is struggling to extricate itself. Figures from January to August 2025 confirm a worrying trend: the brand with the trident is continuing to fall, despite occasional exceptions in certain markets. Pending the famous recovery plan announced for late 2024 but still not made public, Maserati is living through a pivotal period that could recall the dark hours of the early 2010s.
Figures that speak for themselves
In the first eight months of 2025, Maserati registered 5,537 cars in the top 10 markets, down 28 % on 2024. In detail, the trend is almost across the board:
- United States: 2,288 units (-34 %). Already in difficulty, Maserati's leading market is likely to be further weakened by the 15 % taxes announced by Donald Trump on imported automobiles.
- Italy: 1,302 units (-22 1TP3Q). The domestic market also declined, despite July and August 2025 being less catastrophic than expected.
- Japan: 512 units (-37 1TP3Q), evidence of a brutal collapse in Asia.
- United Kingdom: 217 units (-33 %), Switzerland: 134 units (-46 %), Australia: 192 units (-31 %), Turkey: 140 units (-25 %), Spain: 176 units (-20 %).
- France: the exception, with 73 units (+26 %)... but on an anecdotal volume basis.
- Germany: the only real positive surprise, with 503 units (+33 %). The rebound was driven by an exceptional July: 34 GranTurismo, 42 Grecale and... 27 Levante registrations, proof that dormant SUV stocks were still available.
However, these disparities do not change the overall trend: Maserati is losing ground in almost all its key markets.
The weight of past mistakes
If Maserati has reached this point, it's not just because of unfavorable economic conditions. Above all, the brand continues to pay for the strategic mistakes of the past. In its desire to become a volume brand, Maserati took a step that was perhaps not its own. Its peak, with over 40,000 sales in 2016 and then over 50,000 in 2017, is now proving to be more of a mirage than a model to be replicated. For a luxury brand, achieving such figures meant moving away from exclusivity... and weakening its image.
At this rate, Maserati could fall back to levels of 6,000 annual units by 2026, comparable to those of 2012, before the big growth spurt.
A product plan still awaited
Officially, Maserati was supposed to present a "structured and forceful" product plan before the summer of 2025. Internally, the plan is said to exist, but has not been shared with all teams. As a result, customers, dealers and enthusiasts alike are still waiting for concrete announcements.
In the meantime, Maserati remains faithful to what it does best: cars with a typically Italian design, probably among the most beautiful on the market. But the problem lies in the technical side. Ferrari and Lamborghini are already developing high-performance plug-in hybrids. Maserati, on the other hand, is not expected to offer any until 2027.
In other words, the next few years are likely to be particularly long. 2025 could mark a new low point, and 2026 promises to be just as difficult.
What does the future hold for Maserati?
The question is now existential: what does Maserati want to be tomorrow?
- A luxury brand like Porsche, capable of selling over 300,000 cars a year?
- Or an ultra-exclusive brand, like Ferrari and Lamborghini, which make do with 10,000 to 15,000 units but with outstanding profitability?
The uncertainty remains. What is certain is that in 2027, when the new generations of electrified engines finally arrive, Maserati will have the opportunity to bounce back. For the moment, the Modena-based brand is limiting the damage and closing ranks. But its future is clearly at stake now.
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Maserati doesn't have the "ultra" image of red scrap or Italian Audis 🤣. In short, doing something exclusive doesn't make much sense to me. Making it a kind of Porsche/jaguar is the only option. Stellantis problem. Crappy group.
German Taudi is already like Porscherie, in bright red and firing on all cylinders, and there's more exclusivity and prestige at Maserati than in all the German brands combined, which are being obliterated by the Chinese and lampooned by Lexus in the U.S.A. 🤣
In short, to believe that Porsche or Jaguar are an example is to fail to inform yourself about everyday motoring.
"In wanting to become a volume brand, Maserati has taken a step that was perhaps not its own."
I couldn't agree more! Maserati wanted to be Porsche by diversifying with the Grecale, Levante and Ghibli. Yes, they did well, but that was only temporary. It's not a disaster in itself to lower volumes and refocus on what has always been at the heart of the Maserati range for decades, namely sports coupes (GranTursimo and Cabrio) and supercars (MC20) and the successful little exception, the Quattroporte. And above all, it avoids internal competition with Alfa Romeo.
I fully agree with everything you've written, except that we also need a Levante.
It's better to limit the number of copies and have demand outstrip supply, as well as higher margins. Customers haven't left because of high prices, but because of renewal and loss of exclusivity. You also need to be able to make a product that can be customized ad infinitum, so that each car is unique.
And to think that, a few years ago, I told you that if Maserati tried to do volume, it would collapse like a house of cards. I wasn't specifically trying to contradict you, but knowing the clientele for this type of product, they're looking for exclusivity above all else, and that's why I told you that the Ghibli, which is a magnificent product just like the Grecale, would have been better off coming out under Lancia, because that's what we expect from a premium brand.
guter Gedanke, diese Autos unter Lancia platzieren. Maserati wäre mit regelmäßigen Updates der Sportwagen ausgelastet, z.B. mit alterativem Antrieb V8.
Ich stimme voll und ganz zu, aber Maserati kann den Nettuno als Hybrid mit V8 behalten, da sie beide Motortypen schon lange im Angebot haben.
Lancia und Citroën könnten den alten V6 aus dem Ghibli übernehmen, und Alfa könnte seinen eigenen behalten.
Maserati is to concentrate on a 2-size Quattroporte as planned, and the same for the Levante.
Then the MC20 and Granturismo complete the range... and that's it.
Like Ferrari, the number of models should be limited on purpose, and improvements should be made every year, much as Ferrari did with the Quattroporte V.
Look at Porsche, you can say what you like, but for the past few months they've been in the red and gradually sinking to the point of announcing redundancies (and not just because of the US tax 🇺🇸 as announced before).
Maserati also needs to go back to the V8, and above all (and this is one of the main problems) to have dealerships and after-sales service worthy of the name, because in France 🇫🇷, too many customers complain about it, and that's really not good for the image (same for Alfa with the Giulia and Stelvio, or Lancia when the brand had the Thesis).
It's stupid to have such prestigious brands and make such a mess of them).
You've got to have the technical ability to put yourself on a par with Ferrari or Lamborghini, but we're talking about Stellantis here...
Lamborghini's capabilities come from the VAG Group.
Nothing prevents Maserati and Alfa from copying Ferrari.
To climb so high, Hyundai simply copied Toyota's methodology and Genesis that of Lexus (Citroën, Chrysler and Lancia should do the same).
When a method works, there's no shame in drawing inspiration from it - quite the contrary.
Il problema principale di Maserati è che non ha più una qualita' consona al suo nome.
Kein Wunder wenn die Mitarbeiter von einem Werk zum anderen ausgeborgt werden. Das Qualitätsdenken wäre Voraussetzung für einen Maserati Mitarbeiter. Das muss geschult und eingeimpft werden. Stellantis Denken hat hier nichts verloren. Mitarbeiter müssen Stolz sein bei Maserati zu sein.
There's a film being made called " Maserati: The Brothers " with a famous cast. You'd think Stellantis would have enough sense to hype this, back it with advertising, and basically just state to the world "Hey auto enthusiasts! Maserati is a racing icon!" But no, I haven't seen a trailer, an ad, or anything. There is Acqua di Parma? Fuoriserie? I own three Maseratis and could care less what these are, but I'm sure interested in a feature film with Al Pacino and Anthony Hopkins. I just don't get it. Too bad Alain de Cadenet can't save the day anymore.
Like Jaguar, Maserati betrayed its soul by marketing simple premium models powered by vulgar diesel engines. We can see what happened to Jaguar.
Fortunately, with the MC20 and Granturismo, the brand has retained some of its DNA.
I agree: get rid of the Grecale and Ghibli (nothing to do with the '67 original) and concentrate on the replacement for the Quattroporte, the Granturismo and the MC20, coming back with a V8 hybrid. Possibly a replacement for the Levante, provided it's in the vein of the Purosangue.