Maserati’s ambitious resurgence, marked by the launch of the MC20 supercar, the new-generation GranTurismo, and the Grecale SUV, has been abruptly slowed as Stellantis reassesses the brand’s future. In an earnings call for the final quarter of the 2024 financial year, Stellantis Chief Financial Officer Doug Ostermann confirmed that the company had written down a $1.59 billion investment in Maserati. This figure includes the cancellation of several projects that were scheduled for launch, as noted in the company’s investor briefing.
Ostermann attributed the decision to a reassessment of Maserati’s electrification strategy, particularly concerning the brand’s performance in China. Stellantis had initially expected the Chinese luxury market to transition rapidly to electric vehicles. However, as these expectations were adjusted, so too were the financial forecasts for Maserati, prompting Stellantis to recalibrate its investment plans for the historic marque.
The announcement follows a challenging year for Maserati, which saw global sales plummet by 58 percent, falling from approximately 26,600 units to just 11,300. The sales decline has intensified scrutiny over Maserati’s long-term viability within Stellantis. In mid-2024, former Stellantis CEO Carlos Tavares warned that underperforming brands faced the threat of closure if they failed to generate profits. Tavares emphasized that Stellantis could not afford to support brands that did not contribute financially, reinforcing the company’s strict focus on profitability.
