The Maserati show is seen on the New York Worldwide Auto Present on April 16, 2025.
Danielle DeVries | CNBC
Stellantis is contemplating a attainable sale of its struggling luxurious Maserati unit, amongst different choices, two sources with information of the matter mentioned, because the automaker seeks to overtake its sprawling portfolio of 14 manufacturers.
Discussions over Maserati’s future began earlier than new CEO Antonio Filosa, who begins on Monday, was appointed final month, whereas Stellantis was steered by Chair John Elkann. The viability of the French-Italian firm’s 14 manufacturers — which embrace Chrysler, Peugeot, Jeep and Alfa Romeo — was a precedence for Elkann as he interviewed candidates to fill the CEO job.
Like different European carmakers, the world’s fourth largest automaker is going through hefty U.S. import tariffs imposed by U.S. President Donald Trump and combating stiff competitors from Chinese language rivals.
Stellantis employed marketing consultant McKinsey early in April to advise it on the consequences of the U.S. tariffs on Maserati and Alfa Romeo as the 2 manufacturers put together future plans. Stellantis affirmed then that it was absolutely dedicated to each manufacturers.
Nonetheless, a attainable divestment of Maserati, its solely luxurious model, is among the many choices McKinsey is exploring for Stellantis, the 2 sources informed Reuters, including the adviser’s evaluation was nonetheless within the early levels. They spoke on situation of anonymity as a result of they weren’t authorised to debate the matter publicly.
Requested for remark, a Stellantis spokesperson mentioned: “Respectfully, Maserati isn’t on the market”.
McKinsey declined to remark.
Filosa’s predecessor Carlos Tavares, who resigned in December after a poor efficiency within the U.S. market, had refused to contemplate eliminating any of the carmaker’s manufacturers.
However some traders and analysts say a streamlined portfolio would increase Stellantis’ revenue margins. Stellantis shares have misplaced two-thirds of their worth since March final yr.
Falling gross sales
Maserati’s gross sales fell by greater than half in 2024 to simply 11,300 items and the unit posted an adjusted working lack of 260 million euros ($298 million) final yr. The model presently has no new mannequin launches scheduled because it waits for a brand new marketing strategy, after its earlier one was placed on maintain by Stellantis final yr. Model head Santo Ficili mentioned earlier this month the plan could be offered quickly after Filosa begins the job.
One of many sources mentioned Stellantis has been coming to phrases with the truth that it has too many manufacturers, making it troublesome for it to correctly put money into all of them.
The carmaker must “set priorities,” the supply mentioned.
Stellantis has not particularly mandated McKinsey to discover a purchaser for Maserati, however the mandate is to contemplate all choices, together with a possible sale, the second supply mentioned.
All choices are on the desk, the supply mentioned.
Stellantis’ board has been divided over plans for Maserati, one supply mentioned.
Some board members assume Stellantis isn’t ready to sustainably re-launch Maserati and recommend promoting it’s the best choice. Others assume Maserati nonetheless has worth and that promoting its solely luxurious model could be an enormous reputational setback for Stellantis.
Chinese language automakers, akin to Chery, is likely to be amongst these all for shopping for European auto manufacturers, to help their enlargement within the area, the place they nonetheless lack model recognition amongst shoppers.
This might be much like SAIC’s 2007 buy of Britain’s MG Motor or Geely’s acquisition of Sweden’s Volvo Vehicles in 2010.
