Maserati sales speculation resurfaces

PERSISTENT rumours about the sale of Maserati by owner Stellantis have bubbled to the surface again, fuelled by information given to publication Reuters from unnamed sources within Stellantis that the struggling Italian premium brand was once again being considered for sale.

Ironically, Reuters says other sources within the Stellantis Group deny Maserati is being looked at for possible sale. Asked for comment, one Stellantis spokesperson said, “Respectfully, Maserati is not for sale”.

Apparently, the Stellantis board is divided over plans for Maserati with some board members thinking Stellantis is not in a position to sustainably re-launch Maserati and suggest selling it is the best option while others think Maserati still has value and that selling its only luxury brand would be a huge reputational setback for Stellantis.

So, who do you believe? Particularly as all the “for sale” talk may turn into a self-fulfilling prophesy.

No doubt offloading Maserati is an option for Stellantis as it seeks to overhaul a sprawling portfolio of 14 brands many of which have been underperforming over the past few years creating a flood of red ink, including from Maserati.

But things are changing to redress the financial pickle some Stellantis brands are in and... prestige nameplates like Maserati aren’t exactly thick on the ground.

However, adding weight to the sale rumours are recommendations from financial analysts engaged by Stellantis itself suggesting a focus be placed on “streamlining” the brand’s portfolio for better profit margins.

According to Reuters, discussions over Maserati’s future started before new CEO Antonio Filosa was appointed last month, when Stellantis was steered by chair John Elkann.

The viability of Stellantis’ brands was a priority for Mr Elkann as he interviewed candidates to fill the CEO job.

Reuters said the world’s fourth biggest vehicle manufacturer, like other European car-makers, is facing hefty US import tariffs imposed by president Donald Trump, and is struggling with stiff competition from Chinese rivals.

“Stellantis hired consultant McKinsey early in April to advise it on the effects of the US tariffs on Maserati and Alfa Romeo as the two brands prepare future plans. Stellantis affirmed at the time that it was fully committed to both brands,” the report said.

However, a possible divestment of Maserati, Stellantis’ only luxury brand, is among the options McKinsey is exploring two anonymous sources told Reuters, adding the adviser's assessment was still in the early stages.

“(Mr) Filosa’s predecessor Carlos Tavares, who resigned in December after a poor performance in the US market, had refused to consider getting rid of any of the carmaker’s brands,” it continued.

“But some investors and analysts say a streamlined portfolio would boost Stellantis’ profit margins. Stellantis shares have lost two-thirds of their value since March last year.”

For reference, Maserati’s sales fell by more than half in 2024 to 11,300 units posting an adjusted operating loss of 260 million euros ($A465 million) last year.

Adding to concerns is the fact that the brand currently has no new model launches scheduled as it waits for a new business plan, after its previous one was put on hold by Stellantis last year.

Brand head Santo Ficili said earlier this month the plan would be presented soon after Mr Filosa starts the job.

One of Reuter’s sources said Stellantis has been coming to terms with the fact that it has too many brands, making it difficult for it to properly invest in all of them.

Maserati needs to “set priorities”, and “all options are on the table”, the source told Reuters.