Stellantis is poised to announce a comprehensive recovery strategy for two of its most troubled marques, Alfa Romeo and Maserati, in the coming weeks. The plan aims to arrest declining sales and strengthen the competitiveness of the historic Italian brands through increased collaboration, though a full merger is reportedly off the table.
The strategy, which is nearing final approval, will see Alfa Romeo and Maserati seek operational “synergies” across future vehicle platforms and shared components in overlapping market segments. This collaborative approach is intended to streamline development and reduce costs, though each brand is expected to retain its distinct identity.
The move follows persistent speculation about Maserati’s future, including rumours of a potential sale—claims Stellantis executives have continued to deny. At the same time, concerns are mounting over delays to Alfa Romeo’s next-generation Stelvio SUV, a model seen as crucial to the brand’s revival.
Sales figures paint a grim picture. Alfa Romeo posted an estimated 20 per cent decline in sales last year, while Maserati suffered a more severe drop of over 50 per cent, despite launching new products. Compared to their peak years, both marques have seen sales plummet, with Alfa Romeo now selling just half the volume it achieved in 2018.
