Stellantis (colloquially, people still call it Chrysler) is a constellation of 14 different automotive brands, everything from Alfa Romeo and Dodge, to Fiat, Lancia, Peugeot, and a bunch of others. Naturally, some of these divisions are more successful, like Jeep and Ram Truck, though others including Lancia and Vauxhall; well, probably not so much. Arguably, one of the more troubled companies in this pantheon of marques is Maserati, an Italian maker of exotic cars. Despite its woes, Stellantis remains committed to this high-dollar brand.
Financial Troubles, An Uncertain Future
Last year, Maserati reportedly only delivered 11,300 vehicles, half as many as in 2023. This disappointing showroom performance resulted in an operating loss of nearly $300 million. This financial collapse is, not surprisingly, what’s largely fueling speculation about the brand’s future. But this might not be the end of the road.
According to a story published by Reuters, parent company Stellantis has no plans of walking away from Maserati, even as U.S. automotive tariffs threaten to make life much more difficult for the brand. To help make sense of all the market turmoil, Maserati hired consulting firm McKinsey to provide advice on what to do going forward, something that was confirmed by a Stellantis spokesperson.
In a letter released by Uilm Union, the Italian metalworkers’ union, Santo Ficili, Maserati’s chief executive and the head of Alfa Romeo said, “Stellantis confirms its commitment towards Italy, its workers and all its brands, including Maserati,” a pretty unambiguous statement. Ficili, however, also noted that the U.S. remains a strategic market for Maserati, likely one that is absolutely critical to the brand’s future. Any tariffs, market uncertainty, or other unforeseen issues in North America could derail any progress this famed brand makes.
Future Launches Are On Hold
One potential issue here is that Maserati doesn’t appear to have any new products on the horizon, and no launches are scheduled. Parent company Stellantis is also reportedly reviewing the brand’s business plan, which sounds rather ominous.
It’s unclear why well-heeled buyers aren’t gravitating towards Maserati. The brand has a small SUV, the Grecale, which is available with combustion engines and a full-electric powertrain; there are also the GranTurismo and GranCabrio models, which have dramatic styling and plenty of appeal; and then there’s the exotic MC20 range, which looks great and goes like hell thanks to a Nettuno 3.0-liter turbocharged V6 engine. Perhaps drivers aren’t as familiar with Maserati as they are with Ferrari, Lamborghini, or Mercedes-AMG, or maybe this brand’s vehicles are too expensive.
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