Stellantis plots lifeline for Alfa and Maserati

One of the world’s biggest car makers has hatched a desperate plan to save two of its most iconic vehicles.

Stellantis has announced a new strategy aimed at securing the future of two of its most loved brands: Alfa Romeo and Maserati.

The two brands, both known for their rich heritage and performance, have been among the weakest performers in Stellantis’ 14-brand portfolio.

Both are facing declining sales and increasing pressure from global rivals.

In 2024, Alfa Romeo delivered just 8,865 vehicles, a drop of 19 per cent year-on-year.

Maserati was worse, with sales slumping more than 50 per cent despite the launch of new products.

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2025 Maserati MC20 GT2. Picture: Supplied

Rather than axing each brand, Stellantis appears to be offering a more streamlined approach, hiring global consulting firm McKinsey and Company to evaluate a strategy for both brands.

The new plan could see Alfa and Maserati jointly develop electric platforms, share infotainment systems and even streamline manufacturing processes.

However Stellantis is adamant that the brand identities will remain distinct.

The strategy is expected to be formally announced after Stellantis’ new CEO, Antonio Filosa, takes over later this month.

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Stellantis CEO Antonio Filosa is changing strategy in order to secure the future of the two iconic brands. Picture: AFP

Speculation around the future of Maserati intensified last year after then-CEO Carlos Tavares warned that Stellantis – who is the world’s fifth largest carmaker via sales, after Toyota, the Volkswagen Group, Hyundai and the Renault Nissa Alliance – “cannot afford to have brands that don’t make money.”

His comments sparked rumours that Maserati could be sold or axed altogether.

Stellantis has previously stated that each of its 14 brands would be given a decade to prove their viability.

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Alfa Romeo’s massive success with the Alfa 33 now seems a million years ago.

Maserati still has a foothold in popular culture. The Quattroporte starred in the hit TV series The Penguin. Picture: Getty

But both brands even under this new alignment will continue to face aggressive competition from Chinese and European entrant, with rivals offering advanced technology at affordable prices.

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Originally published as Stellantis plots lifeline for Alfa and Maserati