On October 16, during the 2024 Paris Motor Show, Stellantis Group CEO Carlos Tavares admitted in an interview that the group's luxury brand, Maserati, is currently in poor financial condition and operating at a loss. He pointed out that the root cause of Maserati's problems is not the product itself but rather unclear brand positioning. This dilemma has directly led to a more than 50% year-on-year decline in Maserati's sales in the first half of 2024.
Tavares emphasized that Maserati is not only a brand focused on sports cars but also represents the concepts of luxury travel, high-quality living, a sweet life, and technology integration. He criticized the previous management team for failing to effectively convey the essence of the brand.
To address these challenges, Stellantis announced a series of personnel changes, including the appointment of Santo Ficili as the new CEO of the Maserati and Alfa Romeo brands. Additionally, Maserati China underwent significant personnel adjustments, with Yu Hanbang officially taking over as general manager and being fully responsible for business operations in China.
In terms of sales data, Maserati's global sales in the first half of 2024 totaled only 6,500 vehicles, reflecting a sharp year-on-year decline. In the Chinese market, Maserati's import sales totaled 840 vehicles from January to August this year, marking a year-on-year decrease of 74%.
Despite these sales difficulties, Stellantis has committed to retaining all 14 of its brands and sticking to the 10-year investment plan announced in 2021. This means that brands such as Maserati and Alfa Romeo still have the opportunity to reverse their fortunes and achieve revival at least by 2030.