Without too many surprises, given that Maserati is coming off the most bitter 111th anniversary in its difficult history, lived dangerously as sports car drivers teach, after a very tough 2024 and a forgettable 2025, 2026 certainly did not start any better.
MASERATI’S DIFFICULT START TO THE YEAR
The first quarter records a further drop in registrations even compared to already quite gloomy data used as a second point of comparison: this time the collapse is 41%. The contraction of what some observers call the “forgotten brand,” emphasizing that Stellantis’ top management’s attention is focused elsewhere, is evident in all markets. In the US, it even reaches minus 55%, but it is no better in Italy or Spain, both at -42. Following are Japan at -31%, France at -28%, and Germany at -28%.
A DRAMATIC 2026 IS AT RISK
Faced with such commercial disintegration, there is little to rejoice about small advances recorded in the UK (+2%) or the triple-digit percentage in Switzerland (+128%), a marginal market anyway. Also because at this rate the Italian Trident could really close 2026 sinking below the psychological threshold of 5,000 registrations, even lower than the total in 2025 (7,900). In 2024, which until recently was considered the annus horribilis of the Bolognese stable, sports cars delivered were still above 10,000 units, precisely 11,300 units.
If we want to be harsh, we could also recall that rival Porsche, mired in a deep economic and — it seems — existential crisis, closed the difficult 2025 delivering 279,449 vehicles to its admirers scattered around the globe.
ALL EYES ON FILOSA’S NEXT MOVES
So all that remains is to wait for May 21, when during the Investor Day to be held in the US, Stellantis will unveil the long-awaited 2026 industrial plan, the first signed by Antonio Filosa. There we will have the opportunity to understand where the resources will go (13 billion are already allocated to American plants). The only certainty is that the brand will have to try to restart burdened by an €840 million loss in 2025.
For now, the new CEO shows confidence: Maserati “is a fantastic brand” and for the brand “we have a solid plan and we will talk about it at the Investors Day” in Detroit, Filosa said last week. Adding: “It is the only luxury brand we have the privilege to manage.” A luxury that, however, the Italo-French Group seemed to have forgotten for a long time.
