June 9, 2025 – Several brands under Stellantis, including the iconic luxury marque Maserati, are currently grappling with significant hurdles. In 2023, Maserati witnessed a dramatic slump in sales, plummeting to just 11,300 units, nearly a 50% drop from previous figures. For a luxury brand with a storied heritage, such a performance is far from satisfactory.
Stellantis has swung into action, with new CEO Antonio Filosa and brand chief Santo Fichili taking the lead in crafting a fresh business development strategy for Maserati. If this strategy fails to deliver results, Maserati could be pushed to the brink of exiting the market.
As reported by Reuters on the 5th, Fichili recently revealed at the Motor Valley Fest held in Modena, Italy, that in addition to launching new models, Maserati is also planning to revamp its relationships with dealers and its after – sales service network.
The general consensus outside the company is that the lack of new, compelling models has been the major stumbling block preventing Maserati from achieving a breakthrough. In recent years, Maserati’s most significant offering has been the compact SUV Grecale, which was built on the Alfa Romeo Stelvio platform. It was initially expected to replace the decade – old Ghibli and was seen as a potential game – changer. However, the Grecale has failed to live up to expectations, with global sales in 2024 reaching only 7,250 units, a 58% year – on – year decline.
“We have a clear vision for the brand’s future and hope to get everything in place as soon as possible,” Fichili stated. He added that Maserati still needs to “wait for Antonio to officially take office,” as any revitalization plan requires his approval.
Fichili expressed confidence, saying, “Antonio has a passion for the Maserati brand, and I believe we will make a difference.” When asked by Reuters about recent rumors suggesting that Stellantis might sell Maserati or reduce its control, Fichili denied any plans for a sale or an adjustment of the ownership structure. Stellantis will continue to engage McKinsey & Company to provide strategic advice for both Maserati and Alfa Romeo, aiming to mitigate the impact of the recent U.S. tariff hikes.
