Maserati's 2025 sales volume was 11,127 units, hitting a new low in nearly 8 years, a decline of approximately 58% compared to 2023.

IT Home news on February 27: In today’s fiercely competitive automotive industry, multiple brands under Stellantis are facing serious challenges. Stellantis has even issued a denial in response to rumors about selling or shutting down some of its brands. According to foreign media motor1’s report today, Maserati is in a clear downturn, and the latest sales data show that the downward trend has not yet stopped.

Maserati’s sales in 2025 were only 11,127 units, down about 58% compared with 2023. Looking back further, the current performance stands in stark contrast to the peak period in 2017, when it sold about 49,000 units.

Maserati says multiple factors have led to a sharp decline in sales. These include demand for the Grecale falling short of expectations, the impact of U.S. tariffs, and weakening demand in the Chinese market for traditional luxury car brands.

Shrinking the product lineup has also had a serious impact. The Ghibli and Quattroporte sedans were discontinued in 2023, and the sales pillar Levante SUV also exited the market in 2024. In addition, after Ferrari stopped supplying V8 engines a few years ago, Maserati’s brand appeal declined as well, which is also seen as an important reason.

The decision to introduce four-cylinder engine models further weakened the brand image, but Maserati has already made adjustments—replacing the previous 2.0-liter four-cylinder engine with a low-power version of the 3.0-liter V6 Nettuno engine. At the same time, scrapping the all-electric MC20 project is widely viewed as the right decision.

Looking ahead, Maserati will strengthen cooperation with Alfa Romeo, jointly develop new models, and integrate parts of its business to reduce costs and improve efficiency. At the same time, Maserati is also evaluating the possibility of reintroducing manual transmissions.

In terms of product planning, the next-generation Levante is expected to arrive as early as 2027, while the next-generation Quattroporte is expected to debut in 2028, also indirectly replacing the lower-positioned Ghibli.

IT Home learned from the report that Stellantis’ former CEO, Don Wei Shi, believes the core issue with Maserati is not the product or quality, but a failure in brand marketing. “Maserati is currently operating at a loss, and the reason is marketing issues. Maserati’s brand positioning is unclear, and its brand storytelling approach is also incorrect. Maserati is not just a sports car brand—it also represents luxury travel experiences, a lifestyle, a sweet life, and advanced technology. Maserati lacks potential customers and market opportunities. It needs to reach out to the target customers and communicate information that aligns with the brand positioning.”