June 21, 2025 – Stellantis, the world’s fourth – largest automaker, is reportedly weighing the option of selling its luxury brand Maserati amid operational challenges, according to a recent Reuters report.
Sources familiar with the matter said that discussions about Maserati’s future had already started before the appointment of the new CEO, Antonio Filosa, last month. At that time, the group was still under the leadership of Chairman John Elkann.
It is said that during the CEO candidate interviews, Elkann prioritized the sustainable development of the 14 brands under the Franco – Italian joint venture, which includes well – known names like Chrysler, Peugeot, Jeep, and Alfa Romeo.
Stellantis, like other European automakers, is grappling with the pressure of high U.S. import tariffs and intense competition from Chinese car companies. As the fourth – largest global car manufacturer, it finds itself in a difficult position.
In early April this year, Stellantis hired McKinsey & Company to assess the impact of U.S. tariffs on Maserati and Alfa Romeo. At the time, the group made a clear commitment to fully support these two brands.
Sources told Reuters that McKinsey’s current proposals for Stellantis include the potential option of selling Maserati, the company’s only luxury brand. However, the evaluation is still in its early stages, and it remains uncertain whether the sale plan will come to fruition.
In response to this matter, a Stellantis spokesperson told Reuters, “It needs to be clarified that Maserati is not for sale.” McKinsey, on the other hand, declined to comment.
The former CEO, Carlos Tavares, resigned in December last year due to poor performance in the U.S. market. He had previously refused to consider selling any of the group’s brands. But some investors and analysts believe that streamlining the brand portfolio could help improve Stellantis’ profit margins. Since March last year, the company’s share price has fallen by two – thirds, leaving investors frustrated.
Data shows that Maserati’s sales in 2024 were halved to 11,300 units, and the brand incurred an adjusted operating loss of 260 million euros last year. With the original business plan for last year shelved, there are currently no new model launch plans for the brand, and new strategies are expected to be announced after Filosa takes office.
Sources indicated that Stellantis has recognized the difficulties in resource allocation due to the large number of brands it owns. “An automaker needs to set priorities,” another source added. Although McKinsey has not been specifically authorized to find a buyer for Maserati, its task includes evaluating all options, including a sale.
Regarding the potential sale, there is a significant divide within Stellantis’ board. Some members believe that the group lacks the ability to revive the brand and ensure its sustainable development, insisting that a sale is the best option. Others argue that Maserati still holds value, and selling the only luxury brand would deal a severe blow to the group’s reputation, which Stellantis cannot afford to lose.
Reuters suggests that Chinese automakers such as Chery might be interested in acquiring these European car brands to enhance their market expansion capabilities in the region, similar to SAIC Motor’s acquisition of the MG brand in 2007 or Geely’s acquisition of Volvo Cars in 2010.
