Cancelled US$1.59 Billion Investment Sees Maserati Brand Future In Doubt

The future of the storied Italian brand Maserati is now in doubt as parent Stellantis cancels planned US1.59 billion investment into the brand.

Storied Italian marque Maserati now sees doubt casted over its future. That’s because parent firm Stellantis reportedly cancelled a US$1.59 billion (approx. RM7.1 billion) investment initially planned for the famed trident marque.

The cancellation of said investment comes at perhaps the worse possible time – Maserati is only just starting what many hail to be its “new era”  through distinct new metal like the MC20 supercar, its first all-new GranTurismo is eons, and the arrival of its Grecale ‘bread and butter’ crossover model.

In 2024, the trident marque's sales collapsed to less than half versus what it charted in 2023 - just 11,300 units shifted last year versus 26,600 units sold in the year before.

Despite so, sales for the Italian premium marque hasn’t picked up. In fact, sales collapsed to less than half last year (2024) with just 11,300 units shifted. In contrast, Maserati sales in 2023 totaled far higher with 26,600 units sold.

This explains the marque’s recorded US$271 million (approx. RM1.2 billion+) loss in 2024. No doubt, this also likely added to parent Stellantis’ reportedly staggering 70% drop in profit recorded in 2024 as well.

The sales drop comes despite the fact that Maserati started what is widely touted to be its 'new era' thanks to new metal like the Grecale (top), its first all-new GranTurismo (left), and the MC20 supercar (right).

Additionally, financial documents also reveal this will prompt “the cancellation of certain projects prior to launch.” Details about these projects were not provided, but many expect it to include the long-promised all-electric MC20 Folgore. At risk now too are the proposed electric Quattroporte and Levante models.

Speaking with UK title Autocar, Stellantis CFO Doug Ostermann believes the firm must review the schedule of Maserati’s planned product introductions. The exec had confirmed the cancellation of the US$1.59 billion investment whilst speaking on a recent earnings call.

The cancelled investment also puts the planned electric (EV) replacements of the Levante (left) and Quattroporte (right) models in doubt.

“We have to recognise that the dynamics in that business, particularly in the Chinese market, and our expectations in terms of how quickly that luxury market would transition to electrification,” noted Ostermann further.

No doubt, what the storied Italian trident marque needs are both funding and compelling new offerings to improve its chances of survival. Moreover, this newly casted doubt also prompted concerns from Italy’s powerful trade union, FIM.

Clearly, Maserati will need both funding and compelling new metal if it is to survive.

The union reportedly expressed demands for clarity on Maserati’s future from Stellantis at a meeting scheduled for March 11. “Maserati represents one of the most critical situations,” said FIM General Secretary Ferdinando Uliano.

Certainly, these are more challenges mounting for the trident marque’s multi-national parent Stellantis, which continues operating without a CEO since Carlos Tavares’ shock resignation back in early Dec 2024. A successor is expected to be installed by the first half (H1) of this year.