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Maserati in free fall: from 49.000 sold cars to barely 11.127
28/02/2026
There are bad years. And then there are structural crises. For Maserati, 2025 unfortunately appears to fall into the latter category.
The numbers do not lie. Worldwide, the brand sold just 11,127 cars. By comparison, that figure still stood at 26,689 in 2023. In its peak year 2017, Maserati even came close to 49,000 vehicles sold. This is not a dip. This is a collapse. And the most worrying part? There is no quick fix in sight.
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What went wrong
Officially, parent company Stellantis points to several factors:
Weaker demand for the Maserati Grecale
US import tariffs
Reduced demand for Western luxury brands in China
These are valid elements. But they do not explain everything. In a short period of time, Maserati discontinued three volume models: the Maserati Ghibli, Maserati Quattroporte, and most importantly the Maserati Levante. The latter, in particular, was crucial for sales volume.
On top of that, the collaboration with Ferrari for V8 engines came to an end. And however you look at it, a Maserati without Ferrari DNA is a harder sell. The brand also experimented with four‑cylinder engines in a segment where emotion and status matter more than CO₂ figures. Strategically, that may have made sense. Emotionally, it was problematic.
Is the product really the problem
Former Stellantis CEO Carlos Tavares previously stated that the issue was not the products themselves, but marketing and positioning. He was partly right. Maserati now finds itself stuck between two worlds:
Too expensive to be a rational choice
Not exclusive enough to sit above Porsche or Ferrari
Not technologically dominant like some German competitors
And not price‑aggressive like emerging Chinese luxury brands
That is a dangerous place to be. The brand no longer clearly defines whether it wants to be sporty, lifestyle‑oriented, luxurious or technologically cutting‑edge. And in the premium segment, positioning is everything.
What does the future hold
Work is underway on a new generation Maserati Levante planned for 2027, and a new Maserati Quattroporte expected in 2028. Maserati will also collaborate more closely with Alfa Romeo to achieve economies of scale. At the same time, the brand appears to be returning to more powerful V6 engines (Nettuno), while the fully electric MC20 has been cancelled.
That last point is particularly interesting. Stellantis seems to be allowing more room again for internal combustion engines instead of pushing forced full electrification. But even with new models on the horizon, the core question remains: who actively wants a Maserati today
The real challenge: identity
In 2017, Maserati sold nearly 50,000 cars. That was no coincidence. It was the result of a clear strategy: luxury SUVs with Italian character, backed by strong marketing and emotion. Today, the brand feels diluted. Not bad enough to fail. Not strong enough to be truly desirable. And that may be even more dangerous.
AutoNext take
Maserati must not disappear. Full stop.
The brand carries too much historical value, too much design DNA and too much emotional weight to be reduced to an accounting footnote within a conglomerate. But emotion alone does not sustain volume. Maserati urgently needs:
A clear positioning (Gran Turismo luxury? Sport? Lifestyle?)
One truly desirable halo model that redefines the brand
Competitive pricing against Porsche
And above all: consistent storytelling
Because let’s be honest: when spending €120,000 on an SUV today, most buyers will choose a Porsche over a Maserati. Not because Maserati is bad, but because Porsche is clearer.
The next 3 to 5 years will be decisive. If the new Levante and Quattroporte fail to convince, Stellantis will have to confront the difficult question already looming over the group: which of its 14 brands are truly viable in the long term. And in that discussion, you do not want to be the brand that just lost 58% of its sales.
