Stellantis is coming off a disappointing sales year. Some of the conglomerate’s iconic brands were facing an uncertain future. And that was in the relatively peaceful days before President Trump’s devastating 25 percent import tariffs upturned the entire automotive industry.
Alfa Romeo and Maserati — who build all their vehicles in Europe — look particularly vulnerable. And Stellantis is hiring perhaps the world’s foremost consulting firm to try to sort that out.
Key Takeaways
- Stellantis hired McKinsey to consult on Alfa Romeo and Maserati’s Future
- Both brands look vulnerable to 25 percent U.S. import tariffs
- Rumors last year had Maserati being up for sale
- Neither Alfa Romeo nor Maserati was in a great spot before tariffs
- Tariffs sticking would only exacerbate matters
Stellantis Hired McKinsey To Help Determine Maserati And Alfa Romeo’s Future
Automotive News reports that Stellantis has hired famed consulting firm McKinsey. The conglomerate confirmed it had retained McKinsey to consult on the tariff implications for Alfa Romeo and Maserati. Stellantis tasked McKinsey with assessing options for the brands, including “partnering with other companies to access new technology.”
The report notes that Asian companies have expressed interest in Maserati. But sources indicated that “considerations are at an early stage.” Sources also said that Stellantis chair John Elkann had no plans to sell Maserati to a Chinese company, which has been rumored.
Neither Alfa Romeo Nor Maserati Were In A Great Spot Before The Tariffs
Alfa Romeo sales figures were looking especially bleak in the United States. And the current Giulia and Stelvio models, already ancient in automotive terms, will stick around through the end of 2026. Maserati’s global sales declined by more than half year-over-year in 2024. Stellantis canceled a planned $1.6 billion investment in Maserati in March.
Both Alfa Romeo and Maserati already have what should be multiple, volume-selling crossovers in the lineup. Both face an uncertain future as the industry, in fits and starts, moves toward electric and electrified vehicles.
TopSpeed’s Take
The tariff situation writ large and between America and the E.U. remains uncertain. Motivations are unclear. Negotiations are ongoing. It’s hard to project anything moving forward. Both Alfa Romeo and Maserati face particularly knotty problems without obvious solutions. Resolving that is why McKinsey will earn their presumably hefty payout.
We can say that if the 25 percent tariff on imports sticks, that will exacerbate already present problems at Alfa Romeo and Maserati and move potentially tricky resolutions to the forefront. Alfa Romeo does a relatively small percentage of sales in America and could, theoretically, retreat from the American market and focus on Europe. The new Stelvio is supposed to debut later this year.
Maserati, which sells 35-40 percent of its vehicles in America, does not have the option to withdraw. And the tariffs would make prices rise even further — perhaps a more significant issue for Maserati than marketing.
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