I feel like “Maserati has terrible sales” isn’t really an attention-grabbing headline, despite sounding like negative clickbait. And that’s because it’s not really up for debate, like Ford’s reliability. Even Maserati owners will tell you that this is not a surprising development.
Stellantis shared its 2025 financial results this week, reporting a net loss of $26.3 billion. But given the ongoing tariff debacle and China’s dominance in the EV market, this is basically another nothingburger, despite the astronomical number. While it seemed like Stellantis quickly brushed over Maserati’s abysmal 2025 sales (just 7,900 units sold, a 30% decline from 2024), it is news that Stellantis may be selling the brand after another cruddy year.
Maserati’s luxury lineup doesn’t make sense
I don’t think Maserati ever expected massive sales like Toyota or Ford, given its reputation as a niche luxury brand known for reliability issues. However, it’s sort of unclear at this point where Maserati even fits into the conversation. Like sure, it’s not selling mass-produced cheap commuter cars, but it also isn’t the epitome of luxury by any means. In fact, Ferrari sold 13,640 cars last year and Lamborghini sold 10,747, the third year in a row its sold over 10,000 units. Despite the incredibly high price points, these supercars outsold Maserati by a wide margin.
There’s nothing inherently horrible about Maserati’s fleet, I just don’t really know who it’s made for except already existing Maserati lovers. The Grecale is an actually sporty SUV (sorry Toyota), but it’s about $85,000. That’s insanely more than other luxury compact SUVs, like the $51,000 BMW X3 and $46,000 Mercedes-Benz GLB.
The Maserati GranTurismo is gorgeous, sounds great, and has exceptional attention to detail in its styling. But it’s insanely expensive once more, with the base price starting at $147,500. We’re at some middle area once more that has very few customers: people that want a cost-effective performance car would not pay this price, those that would pay this price probably would get a car with better performance, like a Lotus Emira, and those that like paying luxury prices would just get a Porsche 911 GT3.
The MCPura is a great supercar priced at just $246,000, making it pretty “affordable” compared to other new supercars while offering a stunning, carbon fiber design and a fun, quick performance. If you’re going to waste money on a supercar, I feel you’re not worried about the price or depreciation, so the MCPura is a win. Limited to just 130 units in North America annually, it’s an exclusive choice but probably won’t be saving Maserati from its lackluster sales numbers.
Is Stellantis selling Maserati brand?
With Maserati not really knowing where it stands in the car world or how to really become more than a niche, there are rumors that Stellantis wants to sell the brand.
Reuters first reported this possibility back in early 2025, claiming two anonymous sources told them Stellantis is considering a sale. Now, after the release of the financial report, Stellantis CEO Antonio Filosa told CarBuzz — vaguely — that some changes could be coming: “The overall organizational strategy for Stellantis, starting from H2 of 2025, has been to increase the level of regionalization, since we strongly believe we are a strong global company with even stronger regional roots.”
When pressed about Maserati specifically, Filosa said that there will be an investor day on May 21st that may have more information. Zzzzzz.
While we didn’t get any direct answers on the matter, it also didn’t sound like Stellantis had solid, confirmed plans to keep Maserati either. For the time being, it’s still a rumor. However, Maserati doesn’t seem to have a promising direction as it stands right now.
