Italy's luxury car scene has been anything but a relaxed drive along the Amalfi Coast in recent years. Maserati, once a proud symbol of Italian prestige, is facing an uncomfortable truth - sales fell by a staggering 57 percent last year, meaning that in all its grace, it sold just 11,300 cars. And while many would be turning the wheel towards collapse or a sale, Stellantis insists: "We are not selling, we are not closing." But then comes that magic phrase: "Collaboration."
Alfa Romeo, which is not exactly a hotbed of business success itself, will enter into a partnership with Maserati. The new CEO of both brands, Santo Filici, told Australia's Drive that there is a plan for the collaboration, but it still needs the blessing of Stellantis' new CEO, Antonio Filosa. The meeting to seal the deal is scheduled for June 23 - which in the automotive world is practically tomorrow.
The goal? Joint development of new models, streamlining production and reducing costs by seeking “synergies where possible.” In translation: we will join forces, but without an official marriage. Alfa will remain in the “premium” segment, while Maserati will continue to target “luxury.”
Synergies, strategies and reorganizations
“Of course we are touching on vehicle development. That is one of the pillars of this plan that we will complete,” Filici said. In addition, they will apparently also shuffle the organizational structure, the sales network and – quite possibly – consider what to do with the existing factories in Italy. The work, as Filici emphasized, will be “enormous.” Which is probably a bit of an understatement, considering that both brands have been in their Italian home for quite some time. midlife crisis.
What went wrong with the Maserati?
Former Stellantis CEO Carlos Tavares was quite frank: there was nothing wrong with the products – but the marketing was like advertising for a wine that no one wants to drink. The confusing brand image left customers cold, which – in a segment where emotions often rule – is a pretty big problem.
An additional blow was the decision to cancel the electric MC20, as they realized that wealthy buyers still like to rev a classic internal combustion engine. The next-generation Quattroporte, which is also supposed to replace the Ghibli, has been postponed to 2028. Yes, you read that right – 2028.
Alfa Romeo? Not even on an ideal turn.
Meanwhile, Alfa Romeo is delaying the arrival of the next-generation Stelvio and Giulia. Originally planned as purely electric models, they will now also get petrol versions. Of course, this means more work, more costs and more delays. Essentially, it is another example of how the automotive giants have realized that the world is not (yet) ready for a complete electric revolution. And quite late.
Conclusion: Dolce Vita? Not yet.
The merger of Alfa Romeo and Maserati will not be legal, but it will be practical. Two icons grappling with the realities of modern motoring will have to forget their old rivalries and come together – at least until a (better) future comes along. Whether the collaboration will bear fruit or will it be just another “ambitious plan” lost in Excel spreadsheets remains to be seen.
Until then: if we don't buy a Maserati or Alfa – we can at least cheer for the Italian comeback. Stylistically, of course.
