Global automotive giant Stellantis is reportedly considering the sale of Maserati, its storied Italian luxury car brand, as part of a sweeping review of its vast brand portfolio. The move reflects the group’s evolving priorities amid slowing sales, shifting market dynamics, and mounting pressure to deliver profitability across all its business units.
Formed in 2021 through the merger of Fiat Chrysler Automobiles and France’s PSA Group, Stellantis now controls 14 automotive brands across various market segments. While some, such as Jeep and Peugeot, remain central to the company’s volume strategy, others — including premium and niche brands like Maserati and Alfa Romeo — are facing renewed scrutiny.
Maserati Under Pressure
Once a symbol of Italian automotive prestige and performance, Maserati has struggled in recent years to maintain momentum in a rapidly changing market. The brand has reportedly seen a sharp decline in sales, with global deliveries falling significantly in 2024. The downturn has been accompanied by rising operating losses, putting the brand’s future viability into question.
Maserati’s troubles have been compounded by delays in its transition to electric vehicles. Several highly anticipated electric models, including the MC20 Folgore supercar, have either been postponed or canceled. Meanwhile, the electric versions of the Levante SUV and Quattroporte sedan — key to Maserati’s future lineup — have been pushed further out, diminishing the brand’s competitive edge in the fast-growing luxury EV space.
These developments come as Stellantis scales back investment in some of its less profitable brands, with Maserati reportedly among those hit hardest by cost-cutting measures. Some insiders say that between €1 billion and €1.5 billion in planned investments have been withdrawn from the brand’s product pipeline.
Internal Debate and Strategic Review
The reported sale consideration is part of a broader internal review being conducted by Stellantis as the company seeks to optimize its sprawling portfolio. Under the direction of recently appointed CEO Antonio Filosa, Stellantis is said to be evaluating the long-term strategic value of each brand, especially those that do not contribute significantly to group earnings.
A new business plan for Maserati is expected to be presented in the coming weeks, which may provide clearer insight into the company’s intentions. While some executives believe Maserati still holds untapped potential, particularly in bespoke, high-margin luxury segments, others argue that the brand no longer aligns with Stellantis’ strategic direction.
Notably, Maserati is Stellantis’ only true luxury marque — a status that complicates the decision. Selling the brand would remove the company’s foothold in the luxury car segment, potentially ceding that territory to competitors in Europe, Asia, and the U.S. On the other hand, retaining a money-losing brand could continue to be a drag on overall group performance.
Global Market Headwinds
Stellantis’ evaluation of Maserati comes amid broader challenges in the global automotive industry. Import tariffs in major markets such as the United States have risen, particularly affecting non-domestic brands. These increased costs have squeezed margins for imported luxury vehicles, including those built by Maserati.
At the same time, competition in the premium EV market has intensified, with Chinese automakers aggressively expanding their global presence. This pressure has forced many Western manufacturers to rethink product strategies and reduce exposure to underperforming segments.
A Pivotal Decision Ahead
Though no final decision has been announced, the potential sale of Maserati would mark a significant moment in Stellantis’ corporate evolution. For a brand with more than a century of history — rooted in racing, luxury, and Italian craftsmanship — the possibility of being sold to a new owner could signal the start of a new chapter, or a retreat from the luxury market altogether.
As Stellantis prepares to unveil its updated strategic vision, all eyes will be on how it chooses to balance heritage, profitability, and future growth. Maserati’s fate may ultimately reflect the broader transformation of the global automotive industry — and the tough choices legacy automakers must make to stay competitive.
