Maserati is an automotive brand founded in 1914 in Bologna, Italy, with its headquarters in Modena. The company operates in the luxury sports car segment.
Maserati Logo (Official Maserati Website)
Historical Development
Maserati was established in 1914 by Alfieri Maserati and his brothers in Bologna, Italy. In its early years, the company focused on developing internal combustion engines and participating in motorsports. In 1926, it produced the first car under the Maserati name, the Tipo 26, which won its class at the Targa Florio race the same year. During the 1930s, Maserati achieved multiple motorsport successes across Europe, strengthening its technological expertise.
In 1940, the company moved its headquarters to Modena, centralizing production operations. In 1937, ownership was transferred to the Orsi family. During the war years, production was limited to industrial output. Maserati joined the French manufacturer Citroën in 1968, integrating innovations such as hydropneumatic suspension into its models. After the 1973 oil crisis, Citroën’s control ended, and Maserati came under Italian state ownership in 1975.
In 1993, Maserati was acquired by Fiat Group. Between 1997 and 2005, the company benefited from engineering collaboration with Ferrari, leading to improvements in production quality and global brand perception with models such as Quattroporte and GranTurismo. In the 2010s, the product range expanded with the Levante SUV.
From the 2020s onward, Maserati aligned with the global automotive shift toward electrification. In 2022, the company announced all models would have electric variants and introduced the “Folgore” sub-brand for electric vehicles. Maserati aims to cease production of internal combustion engine vehicles by 2030 and produce only electric vehicles, reflecting a strategy that balances traditional performance with environmental sustainability.
Product Range
SUV and Crossover Models
- Grecale (ICE and Folgore BEV versions)
- Levante
GT and Sports Models
- GranTurismo
- GranCabrio
- MC20 (coupe and Cielo roadster)
Sedan Models
- Ghibli
- Quattroporte
Electric Vehicle Technology
The Grecale Folgore features a 400 V lithium iron phosphate (LFP) battery system and dual-motor electric powertrain. The MC20 Folgore is designed as a high-performance electric hypercar.
Global Production and Financial Status
In 2024, Maserati sold approximately 11,300 vehicles, a 57% decline from around 26,600 units in 2023. Production dropped to 9,760 units, the lowest level since 2012. Revenue for the first half of 2024 was €631 million, the operating margin fell from 9% to 1.9%, and an operating loss of €82 million was reported.
Market Performance and Current Situation
Sales in the first nine months of 2024 fell 58% to 8,600 units. In the first quarter of 2025, sales declined 48% to 1,700 units. The decline is attributed to marketing strategy weaknesses and misalignment between price and perceived value. Stellantis temporarily suspended the MC20 Folgore electric project and is revising its strategic planning.
Strategic Goals and Future Vision
Stellantis management is restructuring Maserati’s marketing and product strategies to strengthen its position in the luxury segment. Full-electric Levante and Quattroporte models are planned after 2027, though delays have occurred. CEO Davide Grasso has stated the company intends to maintain its presence in the U.S. and other strategic markets.
