Alexandre
While Maserati has recently been generating enthusiasm with exclusive sports models, such as the the GT2 Stradale or the MCXtrema, whose deliveries to customers have begun for the latter, the Trident brand continues to sink into a period of doubt and uncertainty. At the same time, Maserati announced that sales would be halved by 2024, that revenues would also be halved, and that the company would be able to continue its growth. a deficit of around -260 million euros for the same year.
In the face of long-standing difficulties, Yet Maserati distinguished itself in 2024 by an almost deafening silence. Several changes at various levels of the brand's management only fuelled the confusion, until Maserati was completely obliterated during the Stellantis Investor Day in June 2024. In the end, the most significant event was the announcement, in early October 2024, of the Maserati appoints new CEO. But, almost six months later, no concrete communication has followed. All we know is that this new leader has been holding a series of internal meetings to plan projects for 2025.
At a recent Stellantis 2024 results conference call, CFO Doug Ostermann confirmed that a 1.5 billion euro investment in Maserati had been written off. Financial documents reveal that this will result in "the cancellation of certain projects prior to their launch", and, although details of these projects have not been provided, they are expected to include the electric MC20 Folgore. According to Autocar, Ostermann believes the conglomerate needs to re-examine the timing of future Maserati product introductions. "We need to recognize the dynamics of this sector, particularly in the Chinese market, as well as our expectations of how quickly this luxury market will transition to electrification," he stressed."
Among the deleted projects, it is therefore highly likely that the MC20 Folgore, the long-awaited electric version of the sports coupé, will never see the light of day, confirming the information from project suspended 2 months ago. Other electrified projects in the Maserati range could also fall by the wayside, leaving the future of the Folgore range in doubt. And then, in our opinion, blaming China again is too easy an excuse (read Maserati in China: the story of an Italian brand that went from euphoria to tears).
This situation is becoming untenable for all stakeholders: Maserati employees, customers, shareholders and even dealers, who face a total lack of visibility. The fact that the only official statement comes from the CFO of Stellantis, who has come to announce the cut in investments, is seen as a general lack of respect. It is simply no longer possible to remain so silent: such a prestigious manufacturer deserves a clear and reassuring statement of direction.
We dare to hope that March 2025 will finally see Maserati make an official statement, with credible and ambitious announcements about its future. Let's hope the brand doesn't wait for yet another reorganization or the agreement of a new CEO from Stellantis (currently being recruited) to shape its future. Time is running out, and more than ever, silence is no longer an option.