{"id":41182,"date":"2025-09-10T11:25:46","date_gmt":"2025-09-10T09:25:46","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=41182"},"modified":"2025-09-10T11:25:46","modified_gmt":"2025-09-10T09:25:46","slug":"while-waiting-for-the-recovery-plan-maserati-continues-to-pay-for-the-strategic-mistakes-of-the-past-28","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/maserati\/en-attendant-le-plan-de-relance-maserati-continue-payer-les-erreurs-strategiques-du-passe-28\/","title":{"rendered":"While waiting for the recovery plan, Maserati continues to pay for past strategic errors (-28 %)"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2025\/07\/maserati-mcpura-0.jpg\" alt=\"\" class=\"wp-image-39775\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2025\/07\/maserati-mcpura-0.jpg 1200w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2025\/07\/maserati-mcpura-0-420x280.jpg 420w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2025\/07\/maserati-mcpura-0-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2025\/07\/maserati-mcpura-0-18x12.jpg 18w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>For several months now, <a href=\"https:\/\/www.italpassion.fr\/en\/maserati\/\">Maserati<\/a> 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Figures that speak for themselves<\/h2>\n\n\n\n<p>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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n\n\n\n<li>Italy: 1,302 units (-22 1TP3Q). The domestic market also declined, despite July and August 2025 being less catastrophic than expected.<\/li>\n\n\n\n<li>Japan: 512 units (-37 1TP3Q), evidence of a brutal collapse in Asia.<\/li>\n\n\n\n<li>United Kingdom: 217 units (-33 %), Switzerland: 134 units (-46 %), Australia: 192 units (-31 %), Turkey: 140 units (-25 %), Spain: 176 units (-20 %).<\/li>\n\n\n\n<li>France: the exception, with 73 units (+26 %)... but on an anecdotal volume basis.<\/li>\n\n\n\n<li>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.<\/li>\n<\/ul>\n\n\n\n<p>However, these disparities do not change the overall trend: Maserati is losing ground in almost all its key markets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The weight of past mistakes<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A product plan still awaited<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does the future hold for Maserati?<\/h2>\n\n\n\n<p>The question is now existential: what does Maserati want to be tomorrow?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A luxury brand like Porsche, capable of selling over 300,000 cars a year?<\/li>\n\n\n\n<li>Or an ultra-exclusive brand, like Ferrari and Lamborghini, which make do with 10,000 to 15,000 units but with outstanding profitability?<\/li>\n<\/ul>\n\n\n\n<p>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.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/DKkEjXLotJZ\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/DKkEjXLotJZ\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">See this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/DKkEjXLotJZ\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A publication shared by ItalPassion (@italpassionfr)<\/a><\/p><\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":39775,"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-41182","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":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>En attendant le plan de relance, Maserati continue payer les erreurs strat\u00e9giques du pass\u00e9 (-28 %) - ItalPassion<\/title>\n<meta name=\"description\" content=\"Depuis plusieurs mois, Maserati est dans une zone de turbulences dont elle peine \u00e0 s\u2019extraire. 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