Maserati’s Future Hinges On Alfa Romeo’s Lifeline

The two historic Italian brands could form a closer alliance in a quest to cut costs and secure their future within the Stellantis group

Maserati may boast a rich heritage and iconic branding, but in terms of sales and profitability, it’s one of the weakest links in the Stellantis group, and that’s putting it mildly. Just consider this: it has a larger lineup than Dodge, Chrysler, and Alfa Romeo combined, yet its sales are downright pathetic.

As Maserati struggles to get back on track, it’s looking to join forces with its Italian sibling, Alfa Romeo, in hopes of a much-needed lifeline.

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Santo Filici, who is the CEO of both Alfa Romeo and Maserati, told Australian media that the two historic Italian brands could join forces in an effort to cut costs and streamline operations. A formal proposal will be submitted for approval to Stellantis’s incoming CEO, Antonio Filosa, shortly after he takes office.

According to Australian media outlet Drive, Filici remarked: “We will have the new CEO on June 23. There will be an announcement to define the alignment with him. Then we will go ahead with the presentation of the strategic plan of Alfa Romeo and Maserati, together finding synergies where possible.”

He added, “Of course, we are touching vehicle development. It’s one of the pillars that’s in this plan that we are going to close. For sure, we are also touching other columns … meaning organization structure, meaning our dealer network footprint, and considering our plants here in Italy. There is a big job to do. We are going to close this plan.”

Platform and Component Sharing

While the proposal stops short of a full-scale merger, it will likely intensify platform and component sharing between the two brands in overlapping market segments. The intention is for Maserati and Alfa Romeo to retain their distinct identities and market positions under the Stellantis umbrella.

More: Stellantis Moves Maserati GranTurismo Production For A Good Reason

Of course, this won’t be a first, as the Maserati GranTurismo, GranCabrio, and Grecale ride on a modified version of the Alfa Romeo Giorgio platform that underpins the outgoing Giulia and Stelvio. On the flip side, the limited-edition Alfa Romeo 33 Stradale is essentially a reworked Maserati MC20 supercar with a few custom touches to its exterior and interior.

Both Brands Are Struggling

Maserati, in particular, has had a rough go of it. Its global sales plummeted by half, dropping to just 11,300 units, despite having a relatively fresh lineup. The brand also had to cancel the fully electric MC20 Folgore, and the return of the Quattroporte sedan has been delayed yet again.

Alfa Romeo isn’t in much better shape. While it did hit 62,000 sales in 2024, those numbers still fall short of expectations. The Junior is showing promise, but the Tonale has been a disappointment. To make matters worse, Alfa recently scrapped its plan to go all-electric, which has led to delays in launching the updated Stelvio and Giulia. These models, already a decade old, will now have to fend off more modern competitors for a little while longer.