Maserati’s Sales Slump: A Marketing Challenge, Not a Product Problem According to Stellantis CEO

Maserati’s parent company, Stellantis, recently released its half-year report, revealing troubling numbers for the luxury carmaker. Customer deliveries dropped dramatically, plummeting from 15,300 units in the first half of 2023 to just 6,500 by June 2024. According to Stellantis CEO Carlos Tavares, the issue lies not with the cars themselves but with ineffective marketing.

Tavares emphasized that Maserati’s products and technology are on point, offering both traditional and fully electric luxury sports cars. He explained that the sluggish sales aren’t due to product quality or pricing but a failure to effectively reach potential customers. “We have the right cars and the right technologies. If sales are slow, it’s a matter of marketing. We need to generate leads, attract prospects, and deliver the right message for the brand’s positioning,” he stated. Maserati, while improving its quality, must now focus on refining its marketing strategies.

This situation is a far cry from previous comments made by Tavares, where he implied that any brand under Stellantis failing to turn a profit might face closure. While not specifically naming Maserati, his message was clear: “If they don’t make money, we’ll shut them down.” However, Stellantis later reassured the public that none of its 14 brands, including Maserati, were at risk of being cut. In fact, the company reaffirmed its 2021 commitment to invest in all its brands for the next decade, giving struggling names like Maserati, Lancia, and DS Automobiles until the end of the 2020s to improve their performance.

For Maserati, the path to recovery involves a long-term strategy to renew and expand its lineup. After launching the fully electric GranCabrio Folgore earlier this year, the next phase will include the introduction of the MC20 Folgore in 2025, followed by a large electric SUV in 2027. A zero-emission Quattroporte sedan is also set to debut in 2028, signaling the brand’s push towards an all-electric future.

Have you read?
World’s Most Fashionable Countries.
World’s Best Countries For Business Expats.
Best Non-Native English Speaking Countries In The World.
Countries With The Largest Household Size.
World’s Best (And Worst) Countries For Older People To Live In.