Maserati’s sales performance in the first three quarters of 2024 showed a sharp downturn, dropping 58.3 percent, as reported by Carscoops. The figures reflect a luxury brand navigating a shifting market where demand for premium gasoline models remains volatile while buyers increasingly consider electric options. The decline highlights the pressure on premium automakers to balance heritage styling with the rapid pace of electrification and evolving dealer dynamics in North America and beyond.
In the nine months to date, Maserati shifted 8.6 thousand vehicles, a steep contrast to the 20.6 thousand units recorded in 2023. The stark year‑over‑year gap underscores the challenge of maintaining volume while customers recalibrate their preferences and purchase timing. The weak performance coincided with leadership changes, as chief executive Davide Grasso resigned after the quarterly results, signaling a strategic recalibration at the top as the brand pivots toward electrification.
Stellantis chief executive Carlos Tavares attributed the soft results to a marketing approach described as muddy and to dealers pressing for deep discounts to clear inventories. His comments underscored the need for a clearer brand message and a pricing framework that can sustain premium positioning across markets while preserving resale value for future EV offerings.
Industry observers have reported Maserati’s intention to introduce three new electric models by 2027, aligning with a broader push within Stellantis to strengthen its luxury EV lineup. The plan points to a portfolio expansion that moves beyond traditional gasoline models toward high‑performance battery electric options that retain Maserati’s distinctive design language and driving characteristics.
Among the anticipated vehicles is the Folgore variant of the MC20, Maserati’s electric supercar, which is slated for release in 2025. The Folgore line emphasizes high performance with an electric drivetrain, showcasing the brand’s commitment to delivering thrilling dynamics alongside sustainability in its most extreme form.
Looking ahead to 2027, Maserati intends to launch a flagship crossover, provisionally known inside the company as E‑UV BEV. The model is expected to carry a new name as part of a broader branding refresh, and there is indication that a second generation of the Levante may not arrive as part of this cycle, signaling a strategic focus on new architecture and market positioning rather than lineage updates alone.
By 2028, Maserati plans to introduce the Quattroporte BEV, a next‑generation flagship sedan built around an electric powertrain. This move reinforces the brand’s commitment to electrifying its core lineup while preserving the sedan’s luxury proportions, quiet refinement, and Italian design DNA that have long defined Maserati’s identity in North American showrooms and beyond.
Earlier industry notes also touched on the luxury used‑car market, including observed trends among Russian buyers. The discussions outlined which high‑end models have proven popular in the secondary market, illustrating how regional preferences influence overall demand for luxury brands during the shift to electrification and new ownership models.
The broader implication for Maserati is a transition from relying on established gasoline models to building a robust electric portfolio that can compete on technology, performance, and brand promise in the United States and Canada. The company must synchronize product cadence, pricing discipline, and dealer incentives with a clear narrative about sustainability, luxury, and driving pleasure that resonates with premium buyers in North America.
As the company undertakes this transformation, industry watchers will be watching how Maserati preserves its storied heritage while delivering the new technologies and experiences that a modern luxury buyer expects. The balance between nostalgic styling and forward‑looking engineering will likely determine Maserati’s ability to regain momentum in a crowded luxury market where the EV transition is accelerating across the globe.
In summary, Maserati’s 2024 trajectory reveals a brand in the midst of reevaluation and renewal. The sales slide has prompted leadership changes and a renewed focus on electrification, strategic model introductions, and a revitalized brand narrative aimed at the United States and Canada. Observers will look for early signals of whether the revised strategy translates into improved demand, stronger dealer support, and a more compelling lineup that keeps Maserati competitive as electric propulsion becomes central to the luxury segment’s future.