Stellantis would be considering the possibility of selling Maserati. This was revealed by an indiscretion from the agency Reuters, which cites two confidential sources with knowledge of the internal dossiers. The Italian-French group would in fact be evaluating a range of strategic options for the future of the Trident brand, including (but not limited to) the sale.
Maserati has been in trouble for a long time: sales are at an all-time low and some models are now being offered on the market at prices never before seen. Profitability is constantly declining, to the point that the brand is in real danger of being cut from the Stellantis portfolio.
According to reports from Reuters, discussions on the future of the Modena-based company began even before the appointment of the new CEO Antonio Filosa, whose official inauguration is scheduled for next Monday. During that period, the operational leadership of the group was entrusted ad interim to the president John Elkann, who, during the selection process of the new CEO, would have indicated as profitability assessment is a priority of the individual divisions of the group.
Too many brands to manage: Stellantis reviews priorities
The reflection on the fate of Maserati is part of a broaderlarge rationalization process initiated by Stellantis, which currently controls 14 brands and aims to concentrate resources and investments on brands considered to be more strategic. The group is operating in an increasingly complex market scenario. Like many European manufacturers, the group must make dealing with growing competition from Chinese brands and with uncertainties related to US trade policy (a market which alone represents 32% of sales for Maserati). Trump's tariffs, which are also currently subject to continuous fluctuations and revisions, contribute to a climate of instability that penalises medium-long term strategies.
To address these critical issues, at the beginning of April Stellantis has entrusted McKinsey with an exploratory assignment aimed at evaluating the impact of US measures, in particular on two brands that are symbols of Italian production, the house of the Trident and Alfa Romeo, another historic brand of the group currently in difficulty.
According to the sources cited by Reuters, the aim of the analysis it is not explicitly the transfer of trademarks, But a overall strategic assessment on the available options. Among these, the possibility of selling Maserati is not excluded. “All possibilities are on the table,” the sources explain. The analysis entrusted to McKinsey is however still in the preliminary stages and there is no evidence that a direct mandate was given to search for potential buyers.
Maserati in crisis: sales down and no new models
I Recent numbers do not smile on Maserati. In 2024 the Trident sales have more than halved, dropping to 11.300 units. Financially, the brand recorded a Adjusted operating loss of 260 million of euros. A situation aggravated by thelack of new models in the launch phase. The previous industrial plan was, in fact, suspended by Stellantis last year and a new roadmap is now expected, which according to the brand manager, Saint Ficilli, will be presented after Filosa's official inauguration.
Secondo Reuters, there is a real strategic dilemma going on within Stellantis. On the one hand, there is a growing awareness that Keeping 14 brands active requires significant resources and an investment capacity that risks being diluted. On the other hand, the board of directors would be divided: one part considers the Maserati sale as a pragmatic solution, given the difficulties in sustaining a credible recovery. Others, however, believe that sell the only luxury brand of the group would constitute a symbolic and reputational loss too relevant, which would weaken the very identity of Stellantis.
But Stellantis denies: “Maserati is not for sale”
As has already happened in the past when faced with similar rumours, Stellantis promptly denied the rumors. "With respect, Maserati is not for sale” the company responded in response to Reuters. This is the same formula used last April 30, when similar rumors circulated about a possible divestment of Tridente. Even McKinsey, questioned on the subject, chose to remain silent and did not comment.
