Stellantis May Divest Maserati, But Who Would Be Interested in Purchasing It and Why? | Carscoops

      The board of Stellantis is reportedly divided on whether to divest its only genuine luxury brand or make another attempt to revitalize it.

      Some members of the Stellantis board are advocating for the sale of the struggling Maserati brand, which has been facing losses. Industry experts believe that Stellantis could enhance its profitability by eliminating underperforming brands. Consultant McKinsey, brought on by Stellantis in April, is reportedly looking into a potential sale of Maserati.

      Maserati is facing significant challenges, which are impacting its parent company Stellantis as well. This sentiment is shared by some Stellantis board members, who are suggesting that the company might consider selling off the financially failing Italian luxury brand.

      According to information obtained by Reuters from two sources familiar with internal discussions at Stellantis, a sale of Maserati is one of the avenues being explored by McKinsey. Stellantis enlisted McKinsey's assistance to navigate the repercussions of import tariffs imposed during Trump's administration on Maserati and Alfa Romeo, whose vehicles are all manufactured in Europe.

      Stellantis has disputed the assertions made in the report, maintaining that Maserati is not for sale. However, following a year in which sales plummeted to just 11,300 units and the brand incurred losses of €260 million ($298 million), it seems that the possibility is being taken into serious account.

      Analysts have communicated to Reuters that streamlining Stellantis’s extensive portfolio of over a dozen brands could enhance profitability moving forward. The automaker experienced a staggering 70 percent dip in profits in 2024. Nonetheless, the Stellantis board remains divided on the future of Maserati.

      Some board members are advocating for a sale, under the belief that Maserati – which currently has no new models planned following the cancellation of its last product strategy – cannot be revitalized. Conversely, other executives at Stellantis still perceive potential and value in the Maserati brand as the solo true luxury name within the Stellantis lineup.

      One possible strategy to aid Maserati's recovery could involve aligning its new models with those of Alfa Romeo, a concept we previously reported on. However, if Stellantis decides to sell Maserati, questions arise about potential buyers and their plans for the brand. Chinese automakers appear to be the most likely candidates, drawn to a brand that, despite challenges, still retains some prestige, even as models like the Ghibli attempt to lower it to a sub-premium status.

      Whoever ultimately acquires Maserati might attempt to elevate the brand's profile, positioning it as a competitor to Bentley. What are your thoughts on whether Stellantis should retain or sell Maserati, and how would you improve its situation?