Maserati Sales Collapsed in 2024

It may be almost March, but sales figures for last year are still coming in. Predictably, Maserati had a terrible year, and after seeing the numbers, many would argue it was actually worse than expected. Today, parent company Stellantis released full-year results, showing the company with the trident logo fell by a whopping 57%. Deliveries decreased from 26,600 cars in 2023 to just 11,300 units last year.

To put that into perspective, domestic rival Ferrari shipped 13,752 cars with the prancing horse last year, an increase of 0.7%. Yes, as crazy as it sounds, Ferrari outsold Maserati. Another exotic Italian brand, Lamborghini, nearly matched Maserati’s sales in 2024. The raging bull saw demand jump by 5.7% to 10,700 vehicles.

So, what happened? Before stepping away, Stellantis supremo Carlos Tavares blamed bad marketing for the sales slump. In an interview last month, newly appointed Maserati CEO Santo Ficili echoed his sentiments. The new boss in Modena estimates the company will still be in the red this year, but he hopes 2026 will be profitable.

Let us not forget that former Stellantis Chief Financial Officer Natalie Knight hinted in July 2024 that Maserati could be sold: “There could be some point in the future when we look at what’s the best home for [Maserati].” However, Stellantis quickly denied such plans in a statement to Motor1: “Stellantis has no intention of selling the Trident brand, just as it has no intention of aggregating Maserati with other Italian luxury groups.”

In October 2024, weeks before resigning from Stellantis, Tavares said struggling brands would have a few years to save themselves. He didn’t give any names, but logic tells us he was at least referring to Maserati if not additional brands as well. After all, cars from Lancia and DS Automobiles are not exactly selling like hotcakes, either. On this side of the pond, Chrysler has certainly seen better days, especially since its lineup has shrunk to just the Pacifica/Voyager minivan.

In February 2025, Stellantis is still looking for a new CEO, and rumors have reemerged about streamlining the brand portfolio. The family portrait currently includes 14 members, but Automotive News reports that Stellantis chairman John Elkann will ask Tavares’ successor to decide which brands stay and which must go.

It’s too soon to say whether Maserati will make the cut. A new CEO was appointed just months ago, so Stellantis is likely still patient with the troubled Italian brand. Jean-Philippe Imparato, Chief Operating Officer for Europe at Stellantis, recently said that Maserati deserves a relaunch plan. This year and the next one are probably crucial. The company’s future also depends on the decisions taken by Tavares’ replacement, who will be announced in the first half of 2025.