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According to Motor1, Stellantis is facing an urgent need to revive Maserati following a significant decline in the brand’s sales, which stood at 11,300 units last year, representing a drop of 57%.
Stellantis has denied rumors of a potential sale of Maserati and reaffirmed its commitment to the Italian luxury brand. The group’s strategy involves rescuing Maserati through closer collaboration with Alfa Romeo, another prestigious Italian carmaker also owned by Stellantis.
Santo Filici, the CEO of both Maserati and Alfa Romeo, stated that a plan has been drafted but awaits approval from Stellantis’ new management. The newly appointed Stellantis CEO, Antonio Filosa, is expected to meet with representatives of the two luxury brands on June 23 to finalize the details.
In an interview with Drive, Santo Filici revealed that Alfa Romeo and Maserati will work together to develop new models. A merger between the two brands is unlikely, as the Stellantis CEO recently emphasized their distinct roles within the group.
Antonio Filosa referred to Alfa Romeo as a “premium” brand, while positioning Maserati as a “luxury” brand. The two carmakers will collaborate in certain areas to reduce costs.
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Regarding Maserati’s brand strategy, former Stellantis CEO Carlos Tavares attributed the brand’s challenges to ineffective marketing, resulting in a lack of clear brand positioning, rather than issues with the product lineup.
Maserati has scrapped plans to launch a fully electric MC20 after recognizing customers’ preference for internal combustion engines. The next-generation Quattroporte has also been delayed until 2028.
Alfa Romeo faces separate challenges related to the development and launch of the next-generation Stelvio and Giulia models. Similar to other automakers, Alfa Romeo has recently abandoned its plans to become a fully electric car brand.
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