Maserati: sales in free fall, Grecale is no longer enough

Don’t think that because we often talk about bad news for Maserati that we don’t like this brand. We love him with all our hearts. But statistics can no longer hide the reality of a brand that has been suffering for several years.

After the year 2023 with a very damaged profit, stable sales, but a drop in the last quarter, all this has already announced the color of the year 2024. If we still do not have figures and countries, it is possible give direction to a few: France, Italy and Germany. Spoiler: he’s not good.

If France, in the past, has been a good customer of the brand, especially during the years of the launch of the Levante, with more than 700 units per year, it is now creating a number with 13 units registered in the first quarter. of 2024.

For Italy, it is the second customer behind the USA. With 802 units in the first quarter of 2024, it is very likely to return to the 2022 figures, unless the trend is still down.

Germany was Maserati’s 4th best customer in 2023 with 970 units, already showing a decrease of 11% compared to 2022! Cold rain for 2024 with only 121 units in the first quarter, compared to 430 units in the first quarter of the previous year.

What can I say, the Maserati brand is a case in point that we have talked about several times. Among our comments where we wondered if Stellantis knew what it was doing, the new product plan for 2028, major changes within management, doubts about the technical direction, or even the question of a 100% electric overhaul…

We can always console ourselves by saying that, for a luxury brand, Maserati still makes more noise than Ferrari and Lamborghini and, knowing Stellantis’ mantra: profit before quantity. So, is this drop a concern or is it intentional? Only Maserati management knows that.