Maserati sales slump: Stellantis weighs sale to Dongfeng
Maserati's future at a crossroads: sales crash as Stellantis weighs Dongfeng sale or JV
Maserati sales slump: Stellantis weighs sale to Dongfeng
Maserati sales plunged from 26,600 to 11,300 in 2024 as Stellantis taps McKinsey and explores a sale or joint venture with Dongfeng amid EV woes and V6 focus.
2025-11-01T05:19:07+03:00
2025-11-01T05:19:07+03:00
2025-11-01T05:19:07+03:00
Maserati has hit its toughest spell in years. Italian media report that the brand’s sales almost halved, dropping from 26,600 vehicles in 2023 to 11,300 in 2024. Even with a refreshed lineup that includes the Grecale, GranTurismo, GranCabrio and MC20 Pura, the marque keeps losing ground. The range reads well, yet showroom demand hasn’t followed.Stellantis, Maserati’s parent company, has asked McKinsey to prepare a report on the brand’s future. Options under review include a partial or full sale to Chinese auto giant Dongfeng, a scenario that has already moved into negotiations. The tone suggests this is a search for concrete solutions rather than a theoretical exercise.Such a deal could face pushback from the Italian government, which sees Maserati as a brand of national importance. As an alternative, a joint venture with Dongfeng is being weighed to attract investment and technology. That path could preserve identity while unlocking resources—if the political and economic pieces align.Amid waning interest in electric cars, Maserati is leaning into models with the V6 Nettuno engine. Analysts caution that if the downturn continues, even fresh metal won’t be enough. The real test lies beyond powertrains: it’s about rebuilding momentum and giving buyers a reason to return.
maserati, sales slump, stellantis, dongfeng, mckinsey, joint venture, brand sale, italian government, v6 nettuno, ev demand, grecale, granturismo, grancabrio, mc20 pura, market outlook
2025
Michael Powers
news
Maserati's future at a crossroads: sales crash as Stellantis weighs Dongfeng sale or JV
Maserati sales plunged from 26,600 to 11,300 in 2024 as Stellantis taps McKinsey and explores a sale or joint venture with Dongfeng amid EV woes and V6 focus.
Michael Powers, Editor
Maserati has hit its toughest spell in years. Italian media report that the brand’s sales almost halved, dropping from 26,600 vehicles in 2023 to 11,300 in 2024. Even with a refreshed lineup that includes the Grecale, GranTurismo, GranCabrio and MC20 Pura, the marque keeps losing ground. The range reads well, yet showroom demand hasn’t followed.
Stellantis, Maserati’s parent company, has asked McKinsey to prepare a report on the brand’s future. Options under review include a partial or full sale to Chinese auto giant Dongfeng, a scenario that has already moved into negotiations. The tone suggests this is a search for concrete solutions rather than a theoretical exercise.
Such a deal could face pushback from the Italian government, which sees Maserati as a brand of national importance. As an alternative, a joint venture with Dongfeng is being weighed to attract investment and technology. That path could preserve identity while unlocking resources—if the political and economic pieces align.
Amid waning interest in electric cars, Maserati is leaning into models with the V6 Nettuno engine. Analysts caution that if the downturn continues, even fresh metal won’t be enough. The real test lies beyond powertrains: it’s about rebuilding momentum and giving buyers a reason to return.
