When Fiat Chrysler and PSA Group merged in 2021 to form Stellantis, the new automotive giant inherited an unwieldy portfolio of 14 brands. The industry norm typically involves having a mainstream brand alongside a luxury counterpart—think Honda/Acura, Toyota/Lexus, Ford/Lincoln, and Nissan/Infiniti. However, Stellantis decided to give all 14 brands a chance, allowing them to submit 10-year strategic plans.
Fast forward three years, and the situation has changed. Despite cost-saving measures in Europe, Stellantis faces falling sales, market share, revenue, and profit margins, especially in North America. The automaker reported a significant 48% drop in profit for the first half of the year. Tough decisions are now on the table, including the possibility of shutting down underperforming brands.
Maserati, the Italian luxury marque, is one such brand facing uncertainty. Here’s a closer look at its health and fate:
- Sales Decline: Maserati’s global sales plummeted by over 50% to just 6,500 vehicles in the first six months of this year. This decline resulted in a loss of approximately $89 million, a stark contrast to its profitable performance in 2023.
- Financial Struggles: The brand’s financials have been laid bare, and the numbers don’t look promising. Stellantis CFO Natalie Knight has even hinted at exploring Maserati’s “best home,” raising speculation that it could be sold off.
- Production Changes: Stellantis confirmed the end of Maserati Levante production at its Mirafiori plant, with the luxury SUV’s assembly ceasing on March 31. The Mirafiori plant, along with the Pomigliano d’Arco plant near Naples, could also face potential shutdowns.
- Potential Offloading: Analysts suggest that Maserati might be targeted for offloading from Stellantis due to an 82 million euro adjusted operating loss in the first half of 2024, compared to a profit of 121 million euros in 2023.
In summary, Maserati’s future hangs in the balance. While no official decision has been made, the brand’s underperformance and financial challenges make it a prime candidate for restructuring or sale.
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