Stellantis Will Not Stop or Sell Maserati Despite Sales Decline

Cars – Maserati has not had a strong beginning in 2024, and despite Stellantis CEO Carlos Tavares threatening to stop brands from the Stellantis lineup that are not profitable, the Italian luxury brand Maserati is not at risk of being halted.

From January to June, Maserati's sales fell by more than 50% compared to the same period last year, with only 6,500 units sold. The company also reported an adjusted operating loss of €82 million (approximately $88 million). This is detrimental for any brand, especially one with the heritage of Maserati, putting it behind its competitors.

However, Stellantis stated that it remains committed to keeping Maserati in its vehicle lineup. The company said: “Stellantis has reaffirmed its firm commitment to Maserati's bright future as a unique luxury brand among Stellantis's 14 brands.”

In late July, Tavares told reporters that poorly performing brands would be shut down. He said: “If it doesn't make money, we will close it. We cannot afford to have brands that do not generate profits.” Maserati's recent financial performance, along with Tavares's latest statements, led some to speculate that Stellantis might target selling the Maserati brand. However, this does not seem to be the case.

The decline in Maserati's sales comes as something of a surprise, as the current GranTurismo is distinct from the model it replaces. Additionally, the compact Grecale was expected to be one of the brand's best-selling cars, helping it achieve annual sales of 100,000 units. However, the Italian brand has been slow to replace the aging Quattroporte and Ghibli sedans and needs to do something to reawaken interest in its lineup.