The electric car market seems to be a difficult playing field for luxury brands. While Porsche is posting positive figures for their electric models, the brand with the Trident is struggling to find its place in this segment. The latest figures for sales of electric models in 2024 have raised doubts about the future of the company. Maserati in this niche.
Maserati's electric model registrations in 2024 are indicative of the difficulty faced by the brand. In Italy, only 43 Grecale Folgore vehicles were sold, with a total of 57 electric vehicles registered. In France, only 72 registrations were recorded, and in Germany, the situation is even more worrying, with 25 registrations. Not all countries report on new registrations of electric cars, but we know that Japan is not keen on this technology,
| Country | Grecale Folgore | Granturismo Folgore | Grancabrio Folgore | Total 2024 |
|---|---|---|---|---|
| Italy | 43 | 14 | 0 | 57 |
| Germany | NC | NC | NC | 25 |
| France | 52 | 18 | 2 | 72 |
We can also observe the second-hand market: 53 Maserati electric vehicles in Italy, while France and Germany have 19 and 11 cars on the market respectively. In comparison, Porsche is recording almost 40,000 electric registrations in 2024, with models such as the Taycan (20,836 units) and the electric Macan (18,278 units). Considering Porsche's position in the market, Maserati's figures are perplexing. Especially since the Folgore models are good products. Is it simply a question of price, or is Maserati targeting a different clientele?
Maserati's 2024 production figures confirm the scale of its difficulties facing the brand. In a context where production at the Mirafiori, Modena and Cassino plants has fallen drastically (from 74% to 58% depending on the model), the inability to get sales of electric models off the ground seems to be adding to an already bleak picture. Production difficulties are directly reflected in sales figures: in 2024, Maserati recorded an overall drop in sales of 57%with steep falls in key markets such as the United States and Italy.
If Maserati is to pull through, the brand will have to make some radical decisions in 2025. Price readjustment, as Maserati did with the Grecale Folgore at the end of 2024But will it be enough to boost sales? Maserati needs to rethink its approach to electric vehicles, and perhaps rethink its customer target. Can the brand really compete with Porsche, or should it focus on a specific niche of its own, more upmarket and less volume-dependent? In any case, we await further information, the launch of the MC20 Folgore supercar is currently on hold.
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For electric vehicles, you need a sedan, and possibly an SUV, which by definition is comfort-oriented and family-oriented, not a coupé with a sportier vocation.
It's just the basics...
What's more, the Taycan, even though it bears a striking resemblance to the magnificent Panamera 2, is a model in its own right. The Folgore is just an electric version of an existing model.
Add to that Tavarian prices that are not in line with a technology that lags slightly behind Porsche's... and the result is ridiculous sales.
The departure of Tavares should be a big boost to the team, and it's up to them to seize their chance to get back on track, even if Imparato is still around...
Ma il progetto folgore con Grecale era già fallimentare fin dall'inizio.Come si può pensare di insistere sui s piattaforma a 400 volt su una vettura con una batteria da 100 kWh.Inoltre la linea e le forme pur gradevoli erano quelle di diversi anni prima .Il prezzo esagerato ben oltre i 100.000 euro non ha aiutato la diffusione di questa vettura .Per non parlare della Grecale ibrida ,solo mild Hybrid scelta anche in questo caso molto infelice .Prevedere una versione plug in sarebbe costata troppo ,ma allora lascia perdere .L' idea iniziale di fare concorrenza a Porche con un prodotto tecnicamente altrettanto valido e con finiture di un certo livello ci stava anche .Ma non con quei prezzi e quella tecnologia
I'm not surprised by this failure: it's a technical evolution imposed by political bobos and incompatible with the pleasure that comes from a good internal combustion engine. It would have been wiser to ask the oil industry to join forces with the car industry and think about a technical evolution of fuels and engines, and I remain convinced that there are things to be done, especially now that Carlos Tavares has left.
Powerful electric cars are a huge flop, with ridiculous sales of the Maserati Folgore.
And to think there's going to be an electric Ferrari, and the new Stelvio and Giulia, which are initially planned as electric versions!
We need hybridization and other non-polluting technologies, such as synthetic fuel and hydrogen.
It's bad enough that Maserati's internal combustion sales are melting like snow in the sun year after year, so don't be surprised if electric sales are a total washout.
The problem isn't with electric models (Porsche is proving it) but with the fact that Maserati, since leaving Ferrari, is no longer a brand with a good image for its target clientele. Stellantis is a "crap" group. I'm sorry, but it has to be said, and that's the main problem. Stellantis first needs to restructure and cut off its sickly branches and create a real, well-defined high-end pole, not a kind of glouiglouba where you mix rotten stuff like DS or finished old-timers like Lancia (note that I love Lancia and I have an old collector's car) with ultra high-end stuff like Maserati.
Recently, DS declared that they wanted to become a luxury brand in the long term (i.e. positioned above the premium brands Alfa Romeo and Lancia). I find this alarming. It's the exact opposite of what's needed in terms of investment and marketing!
That's exactly what it is. And what's worse is that DS is coming to dealerships that until now have been Fiat-Abarth-Alfa Romeo-Jeep.
If I've understood correctly, there will be DS alongside Alfa Romeo. Who decided this at Stellantis?
Do the Italians have their say, or are we still applying what Tavares decided?
The brand should have understood that you buy a car as much for the music as for the acceleration!