Maserati's 2024 figures: the brand is sinking into the red... when will there be an electroshock?

Maserati is going through a particularly difficult period. The latest figures published by Stellantis leave no room for doubt: the Trident brand is in trouble, with net losses, falling sales and an electric range that has failed to meet its targets. After a first half of the year marked by alarming results, the second half of 2024 is even worse. What can be done to turn the brand around and avoid total failure?

Catastrophic results

The first half of 2024 had already hinted at difficulties for Maserati. Revenues had fallen from 1.31 billion euros in 2023 to 631 million euros, with a net loss of 82 million euros. But the figures for the second half of the year are even more worrying. Indeed, thehe brand recorded a loss of 178 million euros over the July-December period, bringing total losses for 2024 to 260 million euros. This represents a catastrophic deterioration in the situation compared with 2023, when the brand still posted an overall profit of 141 million euros. Sales decline by -55% between 2023 and 2024.

Profit margin, already weak in the first half of 2024 at 1.9 %, has completely collapsed, recording a -25 % over the full year. A staggering drop compared to the 6 % margin in 2023 and the 8.7 % in 2022.

The Folgore range: a costly failure

One of the main reasons for this seems to be the Folgore electric range. Maserati had bet on this new range to be the first electric luxury car brand. And yet, with barely 150 electric vehicles registered in 2024 in three major markets (Italy, Germany and France), it's clear that the Folgore hasn't been as successful as expected.

This fiasco weighed heavily on Maserati's finances, The development costs of these models were not offset by sales. Especially as competition in the high-end electric vehicle sector is increasingly fierce, but not in luxury.

An alarming drop in sales

Sales figures are just as worrying. In 2024, Maserati sold 11,300 vehiclesThis represents a dramatic fall from the 26,600 registered in 2023. That's a drop of over 50 % in just one year. Although this trend began in the third quarter of 2023, the brand has been unable to reverse the situation.

The Grecale, despite being a strategic model for the brand, was not able to compensate for this loss of volume with production down -58 % in 2024. The model did not meet with the success expected, and the product range remained insufficient to meet the expectations of a market increasingly focused on electric vehicles and SUVs.

A plan for the future? Not yet

Maserati seems to have taken the measure of its mistakes and has begun to lower its model prices for 2025 with the aim of boosting sales. However, this initiative appears to be more of a Band-Aid than a genuine long-term turnaround strategy.

We're still waiting for strong announcements, an electroshock to wake up the brand. The figures have been falling since the 3rd quarter of 2023, and the situation is now critical. It is becoming urgent for Maserati to adopt bold measures to save its future.

The new CEO of Maserati has been in place for 5 months, the a structured, hard-hitting product plan announced several months ago is still not here. The countdown is on. Maserati must react if it is to avoid irreversible decline. Accumulated financial losses, the poor performance of recent models and the lacklustre success of the Folgore range suggest that 2025 will be another difficult year for the brand. The next announcements will have to be strong, and an electroshock is more than expected.