Alexandre
The trend at the start of the year continues to give cause for concern. MaseratiAfter an already historically low earnings year in 2024, the company seems far from bottoming out. Indeed, the first months of 2025, already in the red, amplify this concern.
Further decline in worldwide sales
The figures bear witness to the plummeting number of registrations. While the first two months of 2024 had already been difficult, with a 24% drop in sales, those of 2025 have simply amplified the trend. Indeed, with a staggering 34% drop for the first two months of the year, Maserati appears to be in even more difficulty than last year.
And the fall is worldwide:
- United States : -34%
- Italy: -29%
- Japan: -55%
- Switzerland: -69%
- United Kingdom: -43%
- France, surprisingly, was the exception, with an increase of 111%, albeit in small volumes.
This illustrates the scale of the brand's difficulties, reflected in falling sales in almost all major markets, with the notable exception of France, where growth remains marginal in volume terms.
2025 could be worse than 2024
If 2024 saw a total of 11,300 registrations, down a staggering 57% on 2023, 2025 is likely to set a new record... but unfortunately, in terms of decline. At this rate, Maserati could well fall back to a sales level similar to that of 2012, when it recorded just 6,000 registrations a year. The question then becomes: Is it Stellantis' plan to reduce Maserati to a niche brand selling fewer than 10,000 units a year?
Maserati's gloomy economic picture goes hand in hand with production concerns. The Modena plant, where the MC20 is built, offered its employees work at the Fiat plant in Serbia. And production of the Maserati Granturismo and Grancabrio should be moved from Mirafiori to Modena. These decisions reflect uncertainty about short-term production visibility.
Lack of communication: another challenge for dealers
Despite these alarming results, the lack of communication from Maserati's management weighs heavily. The brand's new CEO, who arrives in October 2024, has yet to present a solid industrial plan. This silence has prompted dealers to play a reassuring role, repeating over and over that the brand will not disappear. But until when? Confusion sets in, and dealers find themselves in an awkward position.