Maserati is preparing to launch a revamped business plan shortly after Stellantis appoints its new CEO, Antonio Filosa, later this month.
The Italian luxury automaker, which has struggled with losses and lack of fresh products, is hoping this strategic refresh will mark a turning point in its fortunes.
New Leadership Sparks Strategic Overhaul
Stellantis recently announced that Antonio Filosa, its North American chief and an Italian national, will assume the role of CEO effective June 23.
Maserati CEO Santo Ficili confirmed that the company’s updated roadmap is in the final stages of development and will focus on more than just introducing new vehicles.
“The plan is being finalised,” Ficili said at the Motor Valley Fest in Modena.
“It’s not just about new products; we’re also rethinking how we work with dealers and our support network.”
Ficili stressed that Maserati will continue its tradition of designing, engineering, and producing its cars in Italy.
He expressed optimism about Filosa’s leadership, saying, “Antonio loves the (Maserati) brand, I am sure we’ll do great things.”
Maserati Denies Sale Rumors
The brand, the only luxury offering under Stellantis’ umbrella, has faced increasing scrutiny due to ongoing financial underperformance and declining sales.
With no new models currently scheduled for release, Stellantis placed Maserati’s previous strategy on hold last year, prompting speculation about the marque’s future.
Responding to market chatter about a potential sale, Ficili was clear.
He stated there are “no plans at all” to divest from Maserati, signaling Stellantis’ continued commitment to the brand.
Consultants Brought In Amid Challenges
Maserati and Alfa Romeo—another premium brand within Stellantis—are under review, with consulting firm McKinsey enlisted to help guide their strategic direction.
This review comes amid new pressures from potential U.S. tariffs, which could impact sales significantly.
Maserati currently makes about 30% of its sales in the U.S., while Alfa Romeo’s American market accounts for around 15%.
Ficili also hinted that Alfa Romeo’s business plan would soon be reviewed, suggesting a broader shift in Stellantis’ premium brand strategy.
As Stellantis begins a new chapter under Filosa’s leadership, Maserati’s future will likely hinge on the success of this forthcoming strategic reset.