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.
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The logical outcome of an incomprehensible marketing strategy that consisted in eliminating the models that were the mainstay of sales - Levante, Ghibli and Quattroporte - without having a replacement product. As a result, it's quite logical that sales are down, primarily due to the absence of the volumes voluntarily abandoned.
And for those who only know Maserati from the 1914-2013 period, the 2024 volume would be a record!
Exactly, you couldnt make it up. And now left with no models apart from overpriced Grecale and Turismo.
Lack of products and novelties...where is the quattroporte!??? Where is the ghibli!??? Where's the Levante!?? It's normal for people to turn away from it.
"Is it Stellantis' plan to reduce Maserati to a niche brand selling less than 10,000 units a year?"
A pertinent question indeed. Perhaps it's deliberate. Perhaps there's a desire to marginalize production, and perhaps also to reduce the range to prestige vehicles (Granturismo, Grancabrio, MC20, possibly Quattroporte), and eventually stop the Grecale and Levante? And concentrate on luxury-prestige. Because those last models I mentioned, Alfa Romeo could actually offer them in its range.
But if it's nothing of the sort. This is an emergency and Stellantis must wake up.
It would be time to drop the negative assumptions about Maserati and be more positive in your comments.
The current range is fantastic, the level of quality and performance of the cars has never been so high.
If Maserati has refocused on luxury and sportiness, it will take time for customers to realize this, so help this fine brand.
Olivier Roux
Leider musste ich bei den Maserati-Händlern im Raum Saarbrücken und Mainz sehr negative Erfahrungen machen. Die Verkäufer treten extrem arrogant und überheblich auf - dabei verkaufen sie Autos, die preislich nicht einmal in der absoluten Luxusklasse spielen. Man hat das Gefühl, dass man als Kunde "würdig" genug sein muss, um überhaupt ernst genommen zu werden. Sowohl bei der Beratung vor Ort als auch am Telefon ist das Verhalten alles andere als kundenfreundlich. Statt Interesse und Begeisterung für die Marke zu wecken, wird einem eher das Gefühl gegeben, nicht gut genug für Maserati zu sein.
Ganz anders ist die Erfahrung in Luxemburg: Hier sind die Verkäufer freundlich, respektvoll und zeigen echtes Interesse an den Kunden. Der Service ist dort deutlich besser, und das spürt man auch in der gesamten Atmosphäre. Dadurch macht es viel mehr Spaß, sich mit der Marke Maserati auseinanderzusetzen und ein Auto zu kaufen.
Ein weiteres Problem in Deutschland ist die Versicherungssituation für Maserati-Fahrzeuge. Viele Versicherungen bieten keine Policen für die Marke an oder verlangen extrem hohe Beiträge - auf dem Niveau eines Porsche 911 oder 992 Turbo S. Das macht die Entscheidung für einen Maserati in Deutschland noch unattraktiver.
Alles in allem ist es sehr enttäuschend, wie Maserati in Deutschland auftritt. Wer einen besseren Service und eine angenehmere Kaufberatung sucht, sollte sich definitiv außerhalb Deutschlands umsehen - Luxemburg ist hier eine klare Empfehlung.