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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