Maserati is facing one of its most challenging periods in recent memory. In 2025, the storied Italian luxury brand delivered fewer than 8,000 vehicles worldwide — a steep decline from roughly 11,300 units the previous year and more than 26,000 in 2023.
This represents one of the lowest annual sales totals for Maserati since it expanded beyond ultra-exclusive volumes over a decade ago. The brand posted an adjusted operating loss of around €198 million last year, highlighting the financial pressure on parent company Stellantis.
Several factors have contributed to the downturn. Intense competition in the luxury segment from Porsche, Audi, and others, combined with past reliability concerns and inconsistent marketing, has hurt momentum. The broader industry shift toward electrification has also played a role, as Maserati has moved cautiously with its Folgore electric variants while maintaining strong internal-combustion options.
However, there are signs of renewed focus. On June 18, 2026, Maserati unveiled refreshed versions of its core models: the GranTurismo coupe, GranCabrio convertible, and Grecale SUV. These updates feature sharper, more aggressive front-end styling inspired by the track-focused MCXtrema, with revised rear designs across the range.
Powertrains have been enhanced as well. The GranTurismo and GranCabrio Trofeo models now deliver up to 590 horsepower from the 3.0-liter twin-turbo V6 Nettuno engine (an increase of about 40 hp), paired with standard all-wheel drive and adaptive air suspension. The Grecale gains a new 390-hp V6 option for its petrol versions, while Folgore electric models benefit from improved range and efficiency. Updated interiors, enhanced technology, and expanded personalization options round out the changes.
These mid-cycle updates arrive just ahead of a pivotal strategic reset. Stellantis CEO Antonio Filosa has stated that Maserati is “not for sale” and will be strengthened as a “pure luxury brand.” The company is exploring technology partnerships and plans to introduce two new large-sized vehicles. A dedicated capital markets day in December 2026 will outline the long-term roadmap, including a new Grecale variant expected in 2027.
The refreshed lineup offers immediate visual and performance appeal while the brand returns production emphasis to its Modena roots and leans into its heritage of elegant, high-performance grand tourers. With petrol, hybrid, and electric powertrains available and starting prices positioned in the luxury segment (around $80,000+ in the U.S.), Maserati is attempting to reclaim its exclusive positioning rather than chase volume.
Predict the outcome of this Maserati reset. Will it work or is their demise inevitable?