Who Owns Maserati?

Maserati operates under Stellantis's comprehensive sustainability framework while implementing its own ambitious electrification strategy focused on sustainable luxury mobility. As the only luxury brand within Stellantis, Maserati is committed to maintaining its Italian heritage while transitioning to electric vehicles and implementing environmentally responsible manufacturing practices that align with global sustainability goals.

100% Engineered and Made in Italy Strategy: Maserati maintains its commitment to having all current and future models 100% designed, developed, and manufactured in Italy. This strategy combines traditional Italian craftsmanship with innovation, reinforcing the brand's bond with its roots in Modena while ensuring sustainable manufacturing practices. The historic headquarters on Viale Ciro Menotti continues to serve as the beating heart of the House of the Trident after more than 80 years of operation.

Electrification Roadmap and Challenges: Maserati is the first Italian luxury brand to develop and produce all-electric vehicles. The current Folgore range includes the GranTurismo Folgore, Grecale Folgore, and GranCabrio Folgore. However, in February 2025, Stellantis wrote off €1.5 billion in Maserati electrification investments, cancelling several planned electric models including the MC20 Folgore and electric successors to the Quattroporte and Levante. The Folgore designation identifies Maserati's all-electric range, but the brand's future EV roadmap is now uncertain pending a new business plan from CEO Santo Ficili.

Stellantis Carbon Net Zero Strategy: As part of Stellantis's FaSTLAne 2030 strategic plan presented in May 2026, Maserati contributes to the parent company's carbon neutrality targets. Stellantis's electrification roadmap includes a significant shift to low emission vehicles across its brand portfolio. Maserati benefits from Stellantis's multi-energy platforms designed for flexibility, scalability, and future-readiness, though the brand's specific EV investment levels remain under review.

Formula E Racing Innovation: Maserati is the first Italian brand to compete in Formula E starting in 2023, leveraging motorsport innovation to develop cutting-edge technical solutions for its electric vehicles. The GranTurismo Folgore features technical solutions derived from Formula E, demonstrating how racing innovation translates to sustainable luxury road cars.

Sustainable Manufacturing Practices: Maserati invests in new facilities within its Modena plant and specific training programs for staff working on the Fuoriserie Personalization Program. The plant hosts the "Atelier of the Fuoriserie Personalization Program" for creating bespoke Maserati models, combining traditional craftsmanship with sustainable manufacturing processes and reducing waste through personalized, made-to-order production.

Integrated Battery Ecosystem: Maserati benefits from Stellantis's integrated battery ecosystem, which focuses on minimizing the environmental impact of battery production through advanced technology, sustainable raw material sourcing, gigafactory expansion, and battery recycling. The dual chemistry strategy includes nickel-free and cobalt-free LFP batteries and higher energy density nickel-based batteries to optimize performance and environmental footprint.

Engineering Excellence and Innovation: The Maserati Engineering Team, consisting of roughly 130 professional engineers and technicians, operates in strong connection with the Engine Lab where full-electric powertrains are developed and tested. This team focuses on steering the brand to higher luxury positioning while maintaining sustainable development practices and environmental responsibility.

Environmental Compliance and Regulatory Standards: Maserati adheres to stringent environmental regulations across all operating regions while implementing ethical business practices throughout its global operations. The brand's electrification strategy aligns with international emissions standards and regulatory requirements for luxury automotive manufacturers.

Customer Education and Sustainable Mobility: Maserati believes in electric future mobility and organizes itself across all fields to transform its competitiveness and exceed the needs of the new luxury consumer. The brand educates customers about the benefits of electric luxury vehicles while maintaining the performance and luxury characteristics expected of Maserati vehicles.

Supply Chain Sustainability: As part of Stellantis, Maserati participates in comprehensive supply chain sustainability programs, ensuring that suppliers meet environmental and ethical standards while supporting the transition to electric mobility and sustainable luxury automotive manufacturing.

Maserati has received significant recognition for its automotive excellence, design innovation, and luxury vehicle performance. The brand's awards validate its position as a leading ultra-luxury sports car manufacturer while demonstrating its ability to combine Italian craftsmanship with modern automotive technology and sustainable innovation.

Car and Driver Editors' Choice Awards (2025-2026): Maserati's GranTurismo and GranCabrio have been consistently recognized as Car and Driver Editors' Choice Honorees in the Luxury Sports Car segment. The GranTurismo Trofeo and groundbreaking GranTurismo Folgore received prestigious 2025 Editors' Choice Awards, while both the GranTurismo coupe and GranCabrio convertible were named 2026 Editors' Choice Honorees. This recognition from one of the world's most prolific automotive review outlets represents the automotive world's "honor roll" and great achievement for the Trident brand.

Quattroruote Magazine Recognition (2026): The new Maserati MCPURA triumphed in Quattroruote magazine's annual "Novità dell'Anno" competition, which has been organized since 2000. Since 2022, the prestigious readers' poll has awarded special prizes in Concept, Dream, Lifestyle, and Volt categories, with Maserati consistently receiving recognition for innovation and design excellence.

Formula E Racing Achievements: As the first Italian brand to compete in Formula E starting in 2023, Maserati has received recognition for its pioneering role in electric racing and the transfer of racing technology to road vehicles. The brand's involvement in Formula E demonstrates its commitment to electric innovation while maintaining its performance heritage.

Luxury Automotive Design Awards: Maserati's vehicles have received recognition for their distinctive Italian design, combining essential aesthetics with high performance. The brand's ability to maintain design leadership while transitioning to electric powertrains has been acknowledged by automotive design organizations and luxury lifestyle publications.

Engineering and Technology Innovation: Maserati's engineering excellence, particularly in developing cutting-edge electric powertrains and advanced vehicle technologies, has received recognition from automotive engineering organizations and technical publications. The brand's ability to maintain performance characteristics while embracing electrification has been widely acknowledged.

Customer Satisfaction and Luxury Brand Recognition: Maserati maintains strong brand loyalty and customer satisfaction in the ultra-luxury segment, receiving recognition for customer service excellence and luxury brand positioning from automotive industry associations and market research organizations.

Italian Manufacturing Excellence: The brand's commitment to 100% Italian manufacturing has received recognition for preserving Italian automotive craftsmanship while implementing modern sustainable manufacturing practices. This balance of tradition and innovation has been acknowledged by Italian cultural and industrial organizations.

Performance Vehicle Awards: Maserati's high-performance vehicles, including the MC20 supercar and Grecale SUV, have received recognition for their driving dynamics, engineering excellence, and performance capabilities from automotive enthusiast publications and testing organizations.

Note: While Maserati maintains its prestigious position in the ultra-luxury automotive sector, the brand faces significant challenges in 2025-2026 that may impact future recognition. However, Maserati's historical achievements in automotive excellence, design innovation, and performance engineering continue to be acknowledged across various automotive and luxury contexts.

Maserati has faced significant challenges and controversies in 2025, primarily related to dramatic sales declines, financial losses, and Stellantis's decision to cancel major electrification investments. These issues reflect the broader challenges facing ultra-luxury automotive brands in the transition to electric mobility and the complex dynamics of multi-brand automotive conglomerates.

€1.5 Billion Investment Write-Off (February 2025): Stellantis announced it had written off €1.5 billion ($1.57 billion) worth of investment in Maserati's electrification efforts, triggering the cancellation of certain projects prior to launch. This decision, confirmed by Stellantis CFO Doug Ostermann, puts at risk future electric models including the long-promised electric MC20 Folgore and electric successors to the Quattroporte and Levante. The write-off represents a major setback for Maserati's electrification strategy.

Catastrophic Sales Decline (2024): Maserati's global sales collapsed from 26,600 units in 2023 to just 11,300 units in 2024, representing more than a 50% decline. This dramatic sales drop occurred despite the brand's positive financial recovery that began in 2021, indicating fundamental challenges in market positioning, customer demand, and competitive dynamics in the ultra-luxury segment.

Significant Financial Losses (2024): Maserati lost €260 million ($271 million) in 2024, creating severe financial pressure on the brand and raising questions about its long-term viability within Stellantis's portfolio. The combination of declining sales and substantial losses has made Maserati one of Stellantis's most problematic brands.

Chinese Market Challenges: Stellantis CFO Doug Ostermann acknowledged that the dynamics in the Chinese market and expectations regarding how quickly the luxury market would transition to electrification were miscalculated. Maserati's performance in China, a critical luxury market, has been particularly disappointing, contributing to the brand's overall struggles.

Trade Union Concerns and Job Security: Italy's powerful trade union FIM has demanded clarity about Maserati's future from Stellantis, with General Secretary Ferdinando Uliano stating that "Maserati represents one of the most critical situations" and noting that "despite the quality and high-performance models, the brand suffers from errors and carelessness in terms of marketing." The union scheduled a meeting for March 11, 2025, to seek answers about Maserati's future.

Brand Viability Questions: Automotive industry analysts have raised serious questions about Maserati's future within Stellantis, particularly whether the conglomerate needs another Italian luxury car brand that can't sell cars. The brand's fate may hinge on a single question: "Do we need another Italian luxury car brand that can't sell cars?" This existential threat reflects the severity of Maserati's challenges.

Leadership Transition Resolved: Following Carlos Tavares's abrupt departure in December 2024, Antonio Filosa officially took over as Stellantis CEO in June 2025. Filosa has been direct about Maserati's challenges, confirming in June 2026 that Stellantis is in talks with two potential partners for the brand's future. The resolution of the CEO situation provides more stability, but Maserati's specific future within Stellantis remains uncertain pending the outcome of partner discussions and the new business plan.

Marketing and Strategic Errors: Trade union criticism has highlighted "errors and carelessness in terms of marketing" as contributing factors to Maserati's struggles. The brand's inability to effectively communicate its value proposition and electrification strategy to luxury consumers has been identified as a significant weakness.

Electrification Strategy Reversal: The cancellation of electrification investments represents a complete reversal of Maserati's previously ambitious strategy to become an EV-only brand by 2030. This strategic pivot undermines the brand's credibility and commitment to sustainable luxury mobility, potentially damaging its reputation among environmentally conscious luxury consumers.

Current Strategic Position: Despite these severe challenges, Maserati maintains its position as an ultra-luxury sports car manufacturer with strong engineering capabilities and Italian heritage. However, the brand faces an uncertain future within Stellantis, requiring significant strategic intervention and investment to restore its market position and financial viability.