Stellantis, the parent company of automotive brands such as Jeep and Peugeot, is evaluating the future of its luxury Maserati division, including a possible sale, reported Reuters.
This comes as the auto giant aims to restructure its extensive brand lineup, which encompasses 14 names.
Go deeper with GlobalData
The discussions regarding Maserati’s direction began prior to the appointment of new CEO Antonio Filosa, under the interim leadership of Chair John Elkann.
The company’s 14 brands, including Chrysler, Peugeot, Jeep, and Alfa Romeo, have been a focal point for Elkann, especially during the CEO selection process.
Stellantis is navigating challenges such as significant US import tariffs introduced by former President Donald Trump and increasing competition from Chinese automotive firms.
In early April, Stellantis engaged consultancy firm McKinsey to advise on the impact of US tariffs on Maserati and Alfa Romeo as the brands prepare their upcoming strategies.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAt that time, Stellantis reaffirmed its dedication to nurturing both brands.
However, sources indicate that McKinsey is reviewing various scenarios for Stellantis, including the divestment of Maserati, its sole luxury marque.
Stellantis spokesperson said: “Respectfully, Maserati is not for sale”.
These sources, who requested anonymity, highlighted that the consultancy’s evaluation is still in preliminary stages.
Nonetheless, some investors and analysts believe that a more focused brand portfolio could enhance Stellantis’ profit margins, especially as the company’s shares have plummeted since March of the previous year.
Maserati’s performance has been lacklustre, with sales dropping by over 50% in 2024 to a mere 11,300 units, resulting in an adjusted operating loss of €260m last year.
The brand is currently in a holding pattern, with no new model launches on the horizon as it awaits a fresh business strategy, which was postponed by Stellantis last year.
Maserati’s brand head Santo Ficili has indicated that a new plan will be unveiled shortly after Filosa takes the helm.
One source suggested that Stellantis is recognising the difficulty in investing adequately across its numerous brands, implying a need to prioritise.
While McKinsey has not been explicitly tasked with finding a buyer for Maserati, all possibilities, including a sale, are being considered.
The Stellantis board appears split on the matter, with some members advocating for a sale due to the challenge of relaunching Maserati sustainably, while others see value in retaining the luxury brand.
Potential buyers, such as Chinese automaker Chery, may be drawn to European brands like Maserati to bolster their presence in a market where they currently lack strong consumer recognition.
