{"id":34690,"date":"2024-09-18T20:35:23","date_gmt":"2024-09-18T18:35:23","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=34690"},"modified":"2024-09-18T20:35:26","modified_gmt":"2024-09-18T18:35:26","slug":"maserati-lacks-prospects-and-leads-according-to-stellantis-ceo-here-are-the-latest-figures","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-manque-de-prospects-et-de-leads-selon-le-ceo-de-stellantis-voici-les-derniers-chiffres\/","title":{"rendered":"Maserati \"lacks prospects and leads\" according to Stellantis CEO: here are the latest figures"},"content":{"rendered":"
\"\"<\/figure>\n\n\n\n

Maserati, the brand with the trident, is going through a difficult period. The figures don't lie: 2024 shows a significant drop in sales<\/strong>A shortage of leads and prospects, and a marketing positioning problem despite quality new products.<\/p>\n\n\n\n

Carlos Tavares, CEO of Stellantis<\/strong>On the occasion of the inauguration of Pro One's new offices in Mirafiori, Maserati's owner group recently declared: \"We have the right cars and the right technologies, whether internal combustion or 100 % electric, but our sales are falling. The problem is marketing. We lack prospects and leads. We need to reach the right customers and get the right message across.\"<\/p>\n\n\n\n

Worrying figures for Maserati in 2024<\/h2>\n\n\n\n

Maserati sales trends in the first five months of 2024<\/strong> only accentuates this concern. According to our figures, results in key markets (top 10 countries) are down sharply.<\/p>\n\n\n\n

\"\"
Maserati registrations. Top 10 countries from January to May 2024.<\/figcaption><\/figure>\n\n\n\n

These results show a decline in sales of between 20 % and 50 %, depending on the country. Should this trend continue, Maserati could end the year with an overall drop of more than 20 %<\/strong> compared with 2023. While the United States remains the number 1 market, it has declined significantly over the past 10 years.<\/p>\n\n\n\n

\"\"
Maserati registrations in the USA, from 2015 to 2024.<\/figcaption><\/figure>\n\n\n\n

The current situation: a marketing failure?<\/h2>\n\n\n\n

Tavares pointed to a marketing failure. According to him, Maserati is well armed in terms of products. \"The brand offers a range of luxury sports cars like the GranTurismo, available in combustion and 100 % electric versions. The production lines at Mirafiori are working well, as are the activities linked to the circular economy and the production of gearboxes for hybrid units\".<\/p>\n\n\n\n

However, the first-half 2024 financial results<\/a> were alarming. With sales of \u20ac631 million, compared with \u20ac1.31 billion in 2023, and profits down from \u20ac121 million to just \u20ac20 million, Maserati in deficit (-82 million euros)<\/strong> 349 million in exceptional expenses. Profit margin plunged from 9.2 % to just 1.9 %.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

What does the future hold for Maserati?<\/h2>\n\n\n\n

The challenge is immense for Maserati. Lack of clear marketing positioning<\/strong> weighs heavily on its performance. The Stellantis restructuring plan, including thehe sale of plants<\/a> and redundancies<\/a>illustrates the seriousness of the situation.<\/p>\n\n\n\n

A spin-off or a Ferrari takeover<\/a> was discussed in the media, and then denied by the Stellantis Group<\/a>. Maserati needs to turn things around to avoid sinking any further. The market is waiting for a strategic repositioning to rekindle the flame. <\/p>\n\n\n\n

The Group Stellantis sticks to its 100 % electric strategy,<\/strong> while brands like Ferrari and Lamborghini, which are posting record figures year after year, including in Europe, are deploying a strategy with PHEV models. Models such as the Maserati MC20 GT2 Stradale<\/a> will remain in the niche. <\/p>\n\n\n\n

In our opinion, Maserati's lack of prospects and leads can be explained quite simply by a lack of investment in new PHEV powertrains<\/strong> (e.g. on the Nettuno V6 or the L6 GME) and by a overly pretentious pricing<\/strong>. Here are a few examples. At the entry-level of the range, an electric Porsche Macan (800V architecture) starts at \u20ac90,000, compared with \u20ac125,000 for a Maserati Grecale Folgore (400V architecture). At the other end of the range, a Lamborghini Huracan STO was launched at \u20ac300,000, while the Maserati GT2 Stradale is priced at around \u20ac385,000... enough to scare off the few prospective customers.<\/p>\n\n\n\n

Remaining in the 100 % electric range, Maserati's future will be to compete with brands like Lotus (Geely) or Jaguar (Tata)...<\/strong> while Aston Martin, McLaren, Ferrari and Lamborghini will continue to offer a thermal range wherever possible. Read more: why the electric 100 % is a risky bet for Maserati<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":34694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[27],"tags":[],"class_list":["post-34690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maserati","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"\nMaserati "manque de prospects et de leads" selon le CEO de Stellantis : voici les derniers chiffres - ItalPassion<\/title>\n<meta name=\"description\" content=\"La marque au trident, Maserati traverse une p\u00e9riode d\u00e9licate. 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