Maserati: what's new for 2025 at a time when the brand is going through a difficult period?

In 2024, Maserati has also recorded alarming figures, worse than expected. The Italian brand is going through a deep crisis, with a vertiginous drop in production and sales, that no prestige brand can ignore. According to official figures from Stellantis, Maserati saw a 64 % drop in production in 2024, and the fourth quarter was particularly disastrous, registering a 55 % drop on the previous year.

Maserati's factories, such as Mirafiori and Modena, have seen dramatic drops in production, and the company sold just 11,300 cars in 2024, fewer than Ferrari. Even in its traditional markets such as America and Italysales have dropped alarmingly. This is due to a lack of new products, problematic price positioning and poor product communication.

But what about 2025? Maserati has already postponed the launch of new models such as the Levante and Quattroporte until 2027 and 2028, the brand seems to be concentrating on a thorough overhaul of its existing models. Indeed, in 2025, there won't be any major innovations at Maserati, and that's where Santo Ficili, the new CEO, comes in.

Since his arrival in early October 2024, Ficili has quickly taken the reins at Maserati. He recognizes that Maserati's situation is far from ideal, and that radical change is needed. "We need to change the brand's trajectory and start selling differently," he explained in an interview at the Brussels Motor Show.

While Maserati's current product range has been reduced to just a few models, such as the Grecale SUV, the Granturismo/Grancabrio and the MC20 supercar, Ficili and his teams are focusing on a gradual relaunch. Far from waiting for radial novelties, it's more a question of revisiting and upgrading existing models. We can therefore expect new equipment, new colors and more attractive materials. This won't involve a complete redesign of the vehicles, but rather subtle adjustments that should make them more competitive.

The Grecale and Granturismo will also be in the spotlight in 2025, with a strong desire to reinvigorate their communication. For its part, the MC20, which was supposed to breathe new life into Maserati in the autumn of 2024, with its evolution into the MC25, is still awaited. Ficili, who took over the helm of the brand in November 2025, seems to want to wait for a more opportune moment to launch this evolution, with a view to maximizing the impact of the communication. The Folgore version of the supercar is suspended.

In short, 2025 will be a year of transition for Maserati. No revolution in the range, but rather a careful management of existing models with a focus on improving equipment and materials. It seems that the brand's relaunch will be achieved mainly through internal adjustments and a new marketing approach, in the hope of restoring its image. But in the face of increasingly fierce competition, it's legitimate to wonder whether these changes will be enough to relaunch Maserati to the height of its potential.

So the ultimate question remains: what structured, hard-hitting plan Santo Ficili can deploy to bring back Maserati the place it deserves in an increasingly competitive automotive market? Time will tell, but 2025 won't be the year of big news. One big question remains: while Alfa Romeo has given up on its 100 % electric range, will Maserati do the same? This has yet to be confirmed.