Final month, Stellantis CEO mentioned Maserati’s issues stem from unhealthy advertising, inflicting gross sales to drop by greater than 50% within the first half of 2024. Carlos Tavares had extra issues to say in regards to the troubled Italian marque this week on the Paris Motor Present. The top honcho admitted that the corporate with the trident brand “is within the pink,” that means it is spending more cash than it is making.
The problems Maserati is having are apparently not associated to the vehicles: “We’ve no drawback with the merchandise.” As a substitute, the difficulties it has been having come from not being “clearly positioned.” Tavares, who will step down from the helm of Stellantis in early 2026, instructed Autocar what Maserati is all about: “It is a model that’s not nearly sports activities vehicles; it’s about gran turismo, it’s about high quality of life, ‘la dolce vita’ and know-how.”
The 66-year-old govt born in Portugal admitted the earlier administration staff at Maserati did not ship that message. Davide Grasso is not the CEO, having been changed by Santo Ficili, who can be the brand new boss of Alfa Romeo after succeeding Jean-Philippe Imparato. Ficili’s activity is to “change the mindset and the concepts” at Maserati, based on Tavares.
The newly appointed high brass at each Maserati and Alfa Romeo mentioned the 2 corporations will not merge as a result of one is “luxurious” and the opposite is “premium.” Nonetheless, the 2 might collaborate ought to the chance come up. Alfa is not having an incredible yr both as gross sales in the USA are down by 10% via September regardless of the launch of the Tonale crossover.
Though Maserati and Alfa Romeo are going via a tough patch, Stellantis has vowed to maintain all 14 manufacturers in the interim. It’s sticking to its unique plan introduced in 2021 to put money into all manufacturers for 10 years, so the 2 have at the very least till the top of the last decade to get their act collectively.
Nonetheless, Stellantis’ former Chief Monetary Officer Natalie Knight did say just a few months in the past that “there could possibly be some level sooner or later once we have a look at what’s one of the best house for [Maserati].” Shortly after her assertion, Stellantis issued a press launch to make clear Maserati will not be on the market. Final week, the automotive conglomerate introduced Natalie Knight is leaving the corporate after solely 18 months as CFO.
