{"id":49634,"date":"2026-05-04T12:32:42","date_gmt":"2026-05-04T10:32:42","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=49634"},"modified":"2026-05-04T12:32:42","modified_gmt":"2026-05-04T10:32:42","slug":"maserati-returns-to-the-volumes-it-had-15-years-ago-as-if-nothing-had-happened","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-revient-aux-volumes-quelle-avait-il-y-a-15-ans-comme-si-rien-ne-setait-passe\/","title":{"rendered":"Maserati returns to the volumes it had 15 years ago... as if nothing had happened"},"content":{"rendered":"
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At the beginning of 2026, the Maserati<\/a> no longer really comes as a surprise. It simply confirms, in figure after figure, what we had been seeing coming for several years. After a conclusive 2025 to just 7,800 cars sold worldwide<\/a>, With 1,321 registrations in the main markets monitored by Italpassion, the first quarter of 2026 is a continuation of the trend... a decline of -41 % compared with 2025.<\/p>\n\n\n\n

An unsurprising fall<\/h2>\n\n\n\n

In detail, all or almost all markets were down. The United States, long a pillar of the brand, fell by a further -55 %. Italy is down -42 %, Japan -31 %, Germany -28 %. Even normally solid markets such as Australia and Spain are plunging. There are a few exceptions, such as the UK (+2 %) or Switzerland (+128 %), but they remain marginal and do not alter the overall trend: the contraction is global, uniform and structural. This point is essential. Maserati is not suffering from a localized problem, or a simple product blip. The brand is in difficulty everywhere.<\/p>\n\n\n\n

Country<\/th>Q1 2026<\/th>Evolution<\/th><\/tr><\/thead>
United States<\/td>466<\/td>-55%<\/td><\/tr>
Italy<\/td>277<\/td>-42%<\/td><\/tr>
Japan<\/td>152<\/td>-31%<\/td><\/tr>
Germany<\/td>107<\/td>-28%<\/td><\/tr>
United Kingdom<\/td>104<\/td>2%<\/td><\/tr>
Switzerland<\/td>66<\/td>128%<\/td><\/tr>
Australia<\/td>54<\/td>-39%<\/td><\/tr>
Turkey<\/td>33<\/td>-33%<\/td><\/tr>
Spain<\/td>45<\/td>-42%<\/td><\/tr>
France<\/td>17<\/td>-29%<\/td><\/tr>
Austria<\/td>3<\/td>200%<\/td><\/tr>
Netherlands<\/td>0<\/td>-100%<\/td><\/tr><\/tbody><\/table>
italpassion figures<\/figcaption><\/figure>\n\n\n\n

A trajectory written a long time ago<\/h2>\n\n\n\n

If the first-quarter pace continues, Maserati could end 2026 between 5,000 and 6,000 units. A level that takes the brand... back to the early 2010s. In other words, the entire growth cycle driven by Quattroporte<\/a>, Ghibli<\/a> and Levante<\/a> has been wiped out. More than ten years of industrial strategy swept away, with the added bonus of a weakened brand image. And yet, it's hard to speak of surprise.<\/p>\n\n\n\n

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Italpassion graphics<\/figcaption><\/figure>\n\n\n\n

What is happening today at Maserati is no accident. It is the logical outcome of questionable strategic choices accumulated since the beginning of the decade. The brand has introduced 4-cylinder MHEV engines that are totally out of step with the expectations of the luxury segment. At the same time, it failed to anticipate the arrival of high-performance V6 or V8 PHEV hybrids, unlike its direct competitors.<\/p>\n\n\n\n

The Folgore range was an attempt to go electric, but it didn't really meet the needs of its clientele. Relying on a wealthy urban clientele for electric 100 % models was more of a gamble than a sound strategy.<\/p>\n\n\n\n

On the product side, the picture is just as complex. The supercar MC20<\/a> is still interesting on paper, but it's already entering its sixth year without any major changes. The Grecale is a good SUV, but lacks a truly attractive range. As for the new Granturismo and Grancabrio, they are positioned in a segment that has become extremely narrow.<\/p>\n\n\n\n

2026: the year of the reset<\/h2>\n\n\n\n

Against this backdrop, 2026 appears to be a pivotal year. A year of transition, almost reconstruction. The arrival of Jean-Philippe Imparato at the helm of the brand a few months ago marks a turning point. After turning Peugeot around and then stabilizing Alfa Romeo (with the launch of the Tonale and Junior), he has inherited a much more complex task.<\/p>\n\n\n\n

The message is already clear: the electric 100 % will not be the only horizon. A strategic rethink is underway. Internally, the message is deliberately positive. COO Santo Ficili insists on team cohesion and the need to move forward together. CMO Cristiano Fiorio talks of trust, a shared vision and a \u201cbright\u201d future. Strong, almost mobilizing words. But at this stage, they stand in stark contrast to the reality of the figures.<\/p>\n\n\n\n

The real question is no longer whether Maserati is doing badly. It's what Maserati wants to become. Ultra-luxury \u00e0 la Ferrari? Volume control \u00e0 la Porsche? Premium in-between like in the 2010s? Until now, the brand has oscillated between these positions without ever making a clear decision. And it's precisely this vagueness that has brought it to where it is today.<\/p>\n\n\n\n

More than two years ago, a question was asked: \u201cMaserati: does Stellantis know what she's doing with this luxury brand?<\/a>\u201dLooking back, the answer seems obvious. No. This observation is not an attack. It looks more like a form of weariness. For this situation was largely foreseeable. The signals had been there for a long time. To see Maserati today returning to volumes close to 2010 is inevitably frustrating, almost sad, given the brand's potential.<\/p>\n\n\n\n

One last chance?<\/h2>\n\n\n\n

While the brand is currently celebrating the centenary of its emblem, the Trident, the period 2026-2030 will be decisive. With a new management team, a strategy being redefined and a clear desire to start afresh on a sounder footing, Maserati is probably embarking on the most important chapter in its recent history. But make no mistake: 2026 will not be the year of the rebound. It will be the year of reset.<\/p>\n\n\n\n

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