Maserati, the Italian luxury car brand, has recorded its worst sales year in over a decade. According to documents released by Stellantis, Maserati sold around 7900 cars in its 2025 fiscal year. This is a significant drop from the previous fiscal year, when the brand sold around 11,300 units, and an even more drastic decline from the year before that, when it sold around 26,600 units. The main culprit behind Maserati's struggles is its inability to establish itself as a market leader in any given segment. The brand once had a distinct identity as the world's most dedicated producer of a super-sedan with the Quattroporte, but that distinction became less relevant as various Mercedes-AMGs and BMW Ms picked up exotic engines in the mid-2000s. Maserati ceased production of its flagship sedan in 2023, leaving the brand without a clear identity or market leader. To make matters worse, Maserati's sales were ...
Maserati, the Italian luxury car brand, has recorded its worst sales year in over a decade. According to documents released by Stellantis, Maserati sold around 7900 cars in its 2025 fiscal year. This is a significant drop from the previous fiscal year, when the brand sold around 11,300 units, and an even more drastic decline from the year before that, when it sold around 26,600 units.
The main culprit behind Maserati’s struggles is its inability to establish itself as a market leader in any given segment. The brand once had a distinct identity as the world’s most dedicated producer of a super-sedan with the Quattroporte, but that distinction became less relevant as various Mercedes-AMGs and BMW Ms picked up exotic engines in the mid-2000s. Maserati ceased production of its flagship sedan in 2023, leaving the brand without a clear identity or market leader.
To make matters worse, Maserati’s sales were dwarfed by its competitors in the high-end sports car segment. Porsche, which also offers both high-end sports cars and a lineup of luxury products priced above their more conventional competition, sold more 911s in the U.S. alone than Maserati sold cars globally. Total global Porsche sales hit 279,449, more than 30 times the number Maserati managed.
The Maserati Grecale compact crossover, which was introduced to replace the discontinued Ghibli and Quattroporte sedans, failed to gain traction in the market. Despite offering a more mass-market product, Maserati sold fewer cars this year than it did when the lineup consisted of only the GranTurismo sports car and the Quattroporte flagship sedan in 2008.
Maserati’s struggles are a worrying sign for the brand, which needs to find a way to stand out and establish itself as a market leader in some segment. If it fails to do so, these struggles could continue for a long time.
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