‘The only thing more exclusive than owning a Maserati these days is finding someone who bought one in 2024’.
Once a shining symbol of Italian luxury and performance, Maserati faces an uphill battle for survival amidst declining sales, poor marketing, and aggressive discounting.
As the storied automaker celebrates its 110th anniversary, its future hangs in the balance.
In the first half of 2024, sales declined, with vehicle deliveries falling to 58.3% compared to 2023, with only 6,500 units sold.
Maserati posted an €82 million operating loss, contrasting starkly with a €121 million profit in H1 2023.
In July 2024, parent company Stellantis reevaluated Maserati’s future after dismal sales performance.
In September 2024, Santo Ficili, who also heads Alfa Romeo, replaced CEO Davide Grasso.
In October 2024, the Q3 Year-to-date sales hit 8,600 vehicles, a 58% drop from 2023’s 20,600 units.
In November 2024, sharp sales reductions in key markets, including the UK (-68%), Japan (-66%), and Germany (-57%).
In December 2024, Stellantis extended a manufacturing pause at its Mirafiori plant due to weak demand.
The potential factors behind Maserati’s decline:
Ineffective brand storytelling and aggressive dealer discounting diluted its premium image.
Discontinuation of models like the Quattroporte, Ghibli, and Levante left a void in the lineup.
Resistance from traditional customers slowed the adoption of new electric models.
Maserati’s future depends on bold innovation, redefined marketing, and a more potent product lineup.
Without these changes, the Trident risks fading into irrelevance in a fast-evolving industry.
‘Once a symbol of Italian glamour, Maserati is now like a classic opera singer—everyone admires the history, but nobody’s buying the tickets.’
