Is it possible for Stellantis to transfer ownership of the brand?
A Italian luxury automaker, Maserati, finds itself in choppy waters, and Stellantis, the company that owns it, can't simply ignore the prospect of selling this coveted brand – one of the 14 it holds in its portfolio.
Recently, as Stellantis appointed its new CEO, John Elkann prioritized the viability of each brand under their wing. Antonio Filosa took the helm as the new CEO of Stellantis just a few weeks ago.
Before Filosa's appointment, in April, consulting firm McKinsey was hired to advise on the implications of US tariffs on Alfa Romeo and Maserati. One of McKinsey's recommendations for Maserati was to consider a possible divestment.
Two sources told Reuters that these recommendations are still in the early stages, with a Stellantis spokesperson stating, "Despite what you might have heard, Maserati is not on the auction block."
On the contrary, one source revealed that Stellantis believes it has too many brands and needs to streamline its portfolio. There seems to be a divide within the management; while some argue to keep Maserati, others see the exit as a risk from a reputation standpoint. McKinsey's recommendation is to leave no stone unturned, even considering the sale possibility.
The skeptics at Stellantis point to Maserati's status as the only luxury brand in their portfolio. They see the potential departure as risky in terms of reputation. Last year, the luxury brand sold merely 11,300 units, posting significant operating losses of 260 million euros. The situation is set to worsen, as there are currently no plans to unveil any new models in the near future.
Maserati was acquired by FIAT in 1993 and joined Stellantis in 2021, following the merger of Fiat Chrysler Automobiles and the PSA Group. The current lineup of the luxury vehicle brand includes the Grecale, GranTurismo, and MC20.
Despite the ongoing uncertainty surrounding Maserati's future, the latest reports from credible Stellantis insiders indicate that a sale is not currently on the cards. Recent investigations suggest that Stellantis is focused on revitalizing Maserati through a new business strategy that emphasizes the launch of new models and improvements in dealership and service relationships. While Maserati faces significant challenges, the focus is on turning the brand around rather than cutting ties.
Footnote:1. No active or confirmed plan for Stellantis to sell Maserati, despite the brand's financial struggles.2. Past divestiture ideas required Maserati to meet stringent financial goals, which have not been met.3. McKinsey’s evaluation includes the sale as a scenario but is still in early stages.4. New CEO Antonio Filosa's arrival coincides with renewed efforts to turn Maserati around rather than sell it.5. Maserati's struggles with sales and tariffs are acknowledged, but the focus is on a strategic business plan to recover rather than divest.
Additional Reading: Afford the elegance of a near-new Maserati: is it really possible?
- What could Stellantis potentially do with Maserati, a struggling luxury automaker within their portfolio, given its financial troubles and the recent evaluation by McKinsey that included the sale as a scenario?
- Despite the ongoing financial difficulties faced by Maserati, their status as the only luxury brand in Stellantis' portfolio, and the potential risks from a reputation standpoint, there seems to be a push within the company towards revitalizing the brand rather than selling it.
- As Stellantis' new CEO, Antonio Filosa, prioritizes the viability of each brand under their wing, the focus has shifted towards launching new Maserati models, improving dealership and service relationships, and turning the brand around, rather than exploring the possibility of a sale.
