June 14, 2025 – Maserati witnessed a staggering 57% plunge in sales last year, managing to sell only 11,300 units. This dire situation has left Stellantis in urgent need of a rescue plan for the luxury brand. Earlier, there were rumors circulating that Stellantis was considering selling Maserati, but these were promptly denied.
According to a report by motor1 today, Stellantis has opted for an alternative approach. Instead of an outright sale, the automotive giant plans to “seek internal support” by strengthening collaboration between Maserati and Alfa Romeo.
Santo Felice, the CEO of both brands, revealed that a preliminary draft of the cooperation plan has already been formulated. However, it still awaits approval from Stellantis’ new management team. Stellantis CEO Antonio Filosa is scheduled to meet with representatives from these two Italian brands on June 23 to finalize the details.
In an interview, Felice stated that Alfa Romeo and Maserati will join forces to develop new vehicle models. He emphasized that a brand merger is not on the table, as the two brands have distinct positions within Stellantis. Alfa Romeo is positioned as a “premium brand,” while Maserati is categorized as a “luxury brand.” To cut costs, the two brands will integrate resources in other areas, aiming to “find synergies wherever feasible.”
“Certainly, vehicle development is one of our key focuses. In addition to that, we will also restructure our organizational setup, optimize our dealership network, and re – evaluate the configuration of our factories in Italy. It’s a challenging plan, but we’ll finalize it soon,” Felice said.
Regarding the root causes of Maserati’s struggles, former Stellantis CEO Carlos Tavares pointed out that the issue does not lie with the products themselves. Instead, poor marketing has led to a lack of clarity in the brand’s positioning. Moreover, the originally planned all – electric MC20 has been scrapped. The company found that high – end customers still have a preference for gasoline – powered vehicles. As for the next – generation Quattroporte, which is set to replace the Ghibli, its launch has been postponed until 2028.
Alfa Romeo is also facing its own set of challenges. The development progress of the next – generation Stelvio and Giulia has been slower than anticipated. Initially, these models were only planned to be offered in all – electric versions. However, the latest decision is to also provide gasoline – powered variants, which has added more engineering tasks. Like many other automakers, Alfa Romeo has abandoned its “all – electric only” strategy.
