Parent company’s board is reportedly split over whether to jettison its only true luxury brand or try again to revive it
June 20, 2025 at 10:35
- Some Stellantis board members are pushing for a sale of its loss-making Maserati brand.
- Industry analysts think Stellantis could improve its own profitability by axing failing brands.
- Consultant McKinsey, hired by Stellantis in April, is reportedly exploring a sale of Maserati.
Maserati is in a hole and is dragging parent company Stellantis down with it. That’s a view held by some Stellantis board members who are reportedly encouraging the automaker to consider ditching the money-losing Italian luxury brand.
A Maserati sale is one of the options being explored by consultant McKinsey, according to intel Reuters received from two sources with knowledge of the inner workings of the Stellantis machine. Stellantis hired McKinsey in April of this year to give it guidance on how to handle the impact of Trump’s import tariffs on Maserati and sister brand Alfa Romeo, whose cars are all built in Europe.
Related: Maserati’s Future Hinges On Alfa Romeo’s Lifeline
Stellantis has denied the claims made in the report, insisting Maserati is not for sale. But coming off the back of a year in which sales more than halved to a meager 11,300 units, and the brand lost €260 million ($298 million at current exchange rates), the idea must be being given serious consideration.
Analysts spoke to Reuters, saying that slimming down the Stellantis sprawling portfolio of more than a dozen brands would help them improve their profitability going forward. The automaker suffered a 70 percent drop in profits in 2024. But the report says Stellantis board members are split over what to do with Maserati.
Some are pushing for a sale, believing Maserati – which has no models in the pipeline after its most recent product plan was scrapped – can’t be turned around. But other Stellantis suits still think there’s potential and value in the Maserati name, the only true luxury name in the Stellantis garage.
One possible option to help Maserati recover would be to twin its new models with Alfa Romeo’s, an idea we reported on earlier this month. But if Stellantis were to sell Maserati, who would buy it, and what would they do with it? One of the Chinese automakers would seem like the most obvious suitor, attracted by the idea of a name that still has cachet despite cars like the Ghibli doing their best to drag it down to sub-premium level.
And whoever does buy it might attempt a major push upmarket, repositioning Maserati as a Bentley rival. Do you think Stellantis should keep or sell Maserati, and how would you turn its fortunes around?
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