Stellantis Considers Dumping Maserati as Luxury Brand’s Losses Spiral
Another 'prestige' asset turns into a money pit—Wall Street shrugs while Italian craftsmanship bleeds out.
Stellantis faces a luxury reckoning
The auto conglomerate's trophy brand keeps burning cash faster than a Lamborghini burns fuel. Now execs are weighing whether to cut bait before Maserati drags down their entire earnings report.
When the red ink flows thicker than the leather seats
No numbers disclosed—because when you're losing this badly, you stop counting. The only metric that matters? How fast Stellantis can offload this sinking ship before shareholders notice the deck is underwater.
Bonus jab: Maybe they should accept Bitcoin—at least then the volatility would look intentional.
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Maserati’s Future Now On The Table
The review comes at a tense moment for Stellantis. New CEO Antonio Filosa is set to take over on Monday, while Chair John Elkann continues steering a group that includes Jeep, Alfa Romeo, Chrysler, and Peugeot — all of which face rising pressure from U.S. tariffs and Chinese competition.
According to Reuters, Stellantis quietly hired McKinsey in April to evaluate the future of both Maserati and Alfa Romeo. While no formal sale process has been launched, sources told Reuters that a Maserati divestiture is being actively considered — even if still early in the assessment phase.
Stellantis denies any sale plans. “Respectfully, Maserati is not for sale,” a spokesperson said.
Maserati Struggles while Portfolio Groans
Maserati has been bleeding. Sales fell over 50% in 2024 to just 11,300 units, and the brand posted an adjusted operating loss of €260 million ($298 million). With no new model launches scheduled and its previous business plan on ice, insiders say the brand is drifting while the company juggles too many priorities.
Some members of Stellantis’ board believe a relaunch may no longer be viable. One source told Reuters that “Stellantis has too many brands” and “needs to set priorities.” Another source noted that while the company hasn’t mandated McKinsey to find a buyer, it has told the firm to explore “all options.”
Stellantis’ Board Is Divided
The idea of dumping Maserati is sparking internal division. Some board members argue Stellantis can’t sustainably revive the brand and should sell before conditions worsen. Others say Maserati still holds long-term value and dumping its only true luxury badge WOULD be a reputational hit the group can’t afford.
Either way, Stellantis stock is feeling the strain, shares have dropped two-thirds since March 2024. Analysts say slimming down the portfolio could help restore investor confidence and protect margins in a turbulent global auto market.
China’s Playbook Could Come Into Play
Should Maserati go up for sale, Chinese automakers could be among the first in line. Names like Chery and Geely (GELYF) are actively expanding in Europe but still lack premium brand recognition. A Maserati acquisition would echo past moves like SAIC’s takeover of MG in 2007 and Geely’s high-profile buyout of Volvo in 2010.
Is Stellantis a Good Stock to Buy?
Wall Street isn’t exactly jumping in. According to the latest analyst ratings, Stellantis (STLA) holds a “Hold” consensus, based on 15 analyst reviews over the past three months. Out of those, only three call it a Buy, 11 rate it a Hold, and one recommends a Sell.
The average 12-month STLA price target sits at $11.23, which implies a 17.6% upside from its current price of $9.55.
