Red is a great color for many Italian cars, but the problem for Maserati is that it has been seeing the color more in its finances than on an exciting new car. Despite losing more than half its sales last year and seeing further declines this year, Maserati’s parent company, Stellantis, says it’s still devoted to the brand.
Maserati CEO Santo Ficili said, “Stellantis confirms its commitment towards Italy, its workers, and all its brands, including Maserati. The United States remain a strategic market for Maserati.” His confidence still needs to contend with reality. The storied Italian brand imports 100 percent of the vehicles it sells in the U.S., putting all of them in the crosshairs of recent tariff actions. Maserati also has to contend with trends impacting the auto industry as a whole, including shifting EV demand and softening buyer enthusiasm for expensive exotic cars.
Shaky performances have made many question Stellantis’ ownership of other brands, including Chrysler, Alfa Romeo, and Lancia. Former CEO Carlos Tavares blamed lousy marketing for the brand’s problems, saying that its issues were not related to the vehicles, but the automaker has acknowledged that people aren’t as hot on EVs as it had hoped, leading it to cancel an electric MC20 project.
Never say never with these sorts of things. In the past, company executives have been cautious but realistic when talking about Maserati, with the former CFO saying last year that the future could hold a new home for the brand, though Stellantis quickly backed away from those remarks. We’ll note here that the brand does have a press conference planned at this week’s New York Auto Show.
[Images: Maserati]
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