Stellantis Squashes Rumors of Plan to Sell Maserati
Maserati may be struggling, but its parent company, Stellantis, says it's not ready to cut ties. The automaker reaffirmed its commitment to the historic Italian brand this week, responding to renewed speculation that Maserati could be on the chopping block.
The denial came after Reuters reported that Stellantis had hired McKinsey & Company to help chart a course forward amid sluggish sales and mounting external pressures, including new U.S. import tariffs. Two sources told Reuters that all options-including a potential divestment of Maserati-were on the table. But a Stellantis spokesperson pushed back firmly. "Respectfully, Maserati is not for sale," the company said, signaling it still sees long-term value in Maserati despite recent turbulence.
While Stellantis says it isn't shopping Maserati around, it has engaged consultants to take a hard look at the brand's future. According to sources familiar with the talks, McKinsey is still early in its review process and has yet to deliver any formal recommendations.
One source noted that Stellantis instructed McKinsey to consider "all possibilities," suggesting that even internal discussions may be more open-ended than the company lets on publicly. Meanwhile, there are reported disagreements among Stellantis's leadership. Some board members believe Maserati holds unique value as the company's only true luxury marque, while others question whether Stellantis can afford to give the brand the support it needs.
Part of the problem is Maserati's product pipeline-or lack thereof. The brand discontinued two of its best-selling models, the Ghibli sedan and Levante SUV, with replacements not scheduled until 2028 and 2027, respectively. That's an eternity in a rapidly evolving auto market.
For now, the $80,000 Grecale compact SUV is Maserati's only utility vehicle-a risky position given ongoing consumer demand for crossovers. The GranTurismo and MC20 supercar round out the lineup, but neither is likely to generate meaningful volume in today's market. Former Stellantis CEO Carlos Tavares acknowledged last year that Maserati was "in the red," and the company's performance hasn't improved. Through the first quarter of 2025, sales are down nearly 50% compared to the year before.
The broader issue might be strategic confusion. Maserati is supposed to be Stellantis's halo brand, but it's increasingly caught in a tug-of-war with Alfa Romeo. Both companies are Italian, performance-focused, and eyeing premium segments-but they can't cannibalize each other. That makes lineup planning even more complicated.
If Stellantis is serious about turning Maserati around, it will likely need to invest heavily and clarify the brand's role within the conglomerate. But that kind of long-term bet is hard to square with short-term financial losses, especially as Stellantis faces headwinds on multiple other fronts. For now, the automaker is holding the line. But unless sales turn around or the strategy sharpens, the rumors are unlikely to go away.
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