Maserati’s 2025 sales figures reveal a sharp downturn, with the Italian luxury brand shipping just 7,900 vehicles worldwide. This represents a 30% drop from 2024’s 11,300 units and is the lowest total since 2012. This decline places Maserati behind competitors like Ferrari (13,640 units) and Lamborghini (10,747 units) in luxury vehicle sales.
Porsche’s Dominance
In stark contrast, Porsche delivered 279,449 cars in 2025. This means Porsche sold more cars in approximately 10 days than Maserati did in an entire year. The disparity highlights the diverging fortunes of these two brands, with Porsche thriving while Maserati struggles.
Maserati’s Recent Decline
Maserati reached its peak in 2017, with 51,500 sales driven by the Ghibli sedan and Levante SUV. Post-COVID, sales stabilized around 25,000 units annually from 2021 to 2023. However, deliveries plummeted by 57% in 2024 and another 30% in 2025, indicating a severe and accelerating decline.
The Grecale’s Failure to Revitalize
The launch of the Grecale SUV in 2022 was intended to boost sales, but demand has failed to materialize. After 14,500 deliveries in its first full year (2023), sales have stalled. The current Maserati lineup consists of the MC20 and MCPura supercars, GranTurismo/GranCabrio, and the struggling Grecale. Production shifts, including moving grand tourers to Modena, reflect restructuring efforts, yet sales continue to fall.
Financial Impact
Maserati’s revenue fell from €1.04 billion in 2024 to €726 million in 2025. While Adjusted Operating Income (AOI) improved slightly (loss narrowed to €198 million), the AOI margin deteriorated to -27.3% due to reliance on incentives in North America.
Stellantis’ Explanation
Stellantis attributes the decline to a streamlined lineup after discontinuing the Levante and Ghibli, as well as trade issues and cooling demand in China. These factors, combined with broader market conditions, have created a challenging environment for Maserati.
This downturn raises questions about Maserati’s brand positioning and future viability. The company’s inability to compete effectively with Porsche and other luxury brands suggests a need for significant strategic adjustments to regain market share.
