Alexandre
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.