Maserati’s challenges go beyond its vehicles, according to Stellantis CEO Carlos Tavares, who has acknowledged that the iconic Italian brand is facing significant difficulties, with sales plummeting by more than 50% in the first half of 2024. Speaking at the Paris Motor Show, Tavares stated that Maserati is “in the red,” meaning it’s currently losing money, but he stressed that the problem does not lie in the quality or appeal of the cars themselves.
According to Tavares, the core issue is marketing and brand positioning. He emphasized that Maserati’s identity as a luxury marque rooted in the “gran turismo” spirit and embodying “la dolce vita” has not been effectively communicated. The Stellantis boss, who is set to step down in early 2026, remarked that the previous management failed to deliver the right message about what Maserati stands for—combining performance, lifestyle, and advanced technology.
As part of Maserati’s leadership shakeup, Davide Grasso has been replaced by Santo Ficili, who now oversees both Maserati and Alfa Romeo. Ficili’s main task will be to “change the mindset and the ideas” within Maserati, with a clear focus on refining its luxury appeal and improving sales. Tavares made it clear that Maserati and Alfa Romeo, while both struggling, will not merge as they occupy distinct positions in the Stellantis brand hierarchy—Maserati as a luxury brand and Alfa Romeo as a premium one.
Alfa Romeo, too, is dealing with its own difficulties, as U.S. sales have dropped by 10% in 2024, despite the introduction of the Tonale crossover. Despite the setbacks faced by both Maserati and Alfa Romeo, Stellantis remains committed to its 2021 strategy, which involves a 10-year investment plan for all 14 brands in its portfolio. Maserati, therefore, has time to recover, with Stellantis affirming that the brand is not for sale, despite former CFO Natalie Knight’s previous suggestion that the company might evaluate Maserati’s future. Knight has since left Stellantis after an 18-month tenure as CFO.
For Maserati, the focus now will be on reshaping its public image, refining its marketing approach, and aligning its identity more closely with the luxury market to regain profitability and market presence.
