- Maserati sales have fallen by 58 percent in just two years.
- Only 11,127 vehicles were delivered last year.
- US tariffs and weak demand in China are among the causes.
Stellantis has quite a few brands that are struggling in today’s hyper-competitive automotive industry. The conglomerate has even had to deny reports of delisting or selling off some of these troubled businesses. It’s no secret that Maserati is going through a rough patch, and the latest sales results show that the downward trend continues.
The Modena-based exotic brand saw sales drop to 11,127 units in 2025, a drop of around 58 percent from 2023. Looking back further, the latest results are a far cry from 2017, when Maserati’s annual sales peaked at around 49,000 units.
What happened? Officially, Maserati claims that several factors caused last year’s slump. Weaker demand for the Grecale is cited as one reason, along with tariffs in the United States and a “reduced demand for Western OEM luxury products in China.”
” width=”16″ height=”9″ loading=”lazy”/>
Photo by: Maserati
The abolition of no fewer than three models in recent years has certainly not helped. The Ghibli and Quattroporte sedans were discontinued in 2023, and, more importantly from a volume perspective, the Levante crossover ended in 2024. It’s also fair to assume that some of the brand’s appeal faded when Ferrari stopped supplying V8 engines a few years ago.
Maserati’s decision to sell cars with four-cylinder engines must have further damaged the brand’s attractiveness. However, the Trident-branded company has since addressed this by replacing the small 2.0-liter engine with a detuned version of its 3.0-liter V6 Nettuno engine. Many will agree that it also made the right move by canceling the electric MC20.
In the future, Maserati will work closely with Alfa Romeo to jointly develop vehicles and merge a number of activities to achieve economies of scale. Bringing back the manual transmission is also being considered, but let’s be realistic: a limited edition special edition can’t solve all the lingering problems. It could boost the brand’s badly damaged image, but Maserati needs a desirable mix of new SUVs and sedans to revive sales.
Speaking of fresh metal: a next-generation Levante is expected as early as 2027. A new Quattroporte could arrive a year later and indirectly replace the smaller Ghibli.However, former Stellantis supremo Carlos Tavares famously said that the company’s demise was not caused by its products or a lack of quality, but by poor marketing:
‘Maserati is in the red. The reason is marketing. The Maserati brand is not clearly positioned and the storytelling is not as it should be. The brand is not just about sports cars, it is about gran turismo, it is about quality of life, dolce vita and technology. We lack prospects and leads, we need to reach potential customers and convey the right message for the right positioning.’
Maserati sales
| Year | Sale |
| 2025 | 11,127 |
| 2024 | 14,725 |
| 2023 | 26,689 |
| 2022 | 23,404 |
| 2021 | 24,269 |
| 2020 | 17,166 |
| 2019 | 26,000 (approximately) |
| 2018 | 35,000 (approximately) |
| 2017 | 49,000 (approximately) |
Taking Motor1s: Hopefully Stellantis’ renewed interest in combustion engines in the post-Tavares era will bring more people back to the showrooms. However, the vehicles must be priced competitively to have a chance in a crowded segment. The rise of Chinese automakers with increasingly expensive vehicles at much lower prices has also taken a toll on demand, not just for Maserati, but for virtually all traditional luxury brands.
A new round of investment is needed to revive sales of a brand that deserves to live, given its historical importance. In the meantime, reports persist that parent company Stellantis is still reviewing its massive portfolio Reuters recently said that CEO Antonio Filosa is “assessing the long-term viability of all fourteen brands.”
Whatever happens, Maserati must continue somehow.
#Maseratis #sales #spiral #bad #worse