Maserati can be turned around, says new boss, but it's "not easy"

New Maserati CEO Santo Ficili has insisted that Maserati can be turned around as he embarks on a plan to improve the Italian brand’s cars, marketing and dealers in a bid to return to profitability. Ficili was installed at Modena last October by then Stellantis boss Carlos Tavares, who fired previous CEO Davide Grasso for Maserati’s poor performance, particularly in reference to its marketing. Speaking at Autocar at the Brussels motor show, Ficili said “it was not an easy job to do” at Maserati but “it is a fantastic brand” that could be turned around. “I’m super positive because of the legacy of the brand, and if you have a little fire with a brand like this, you can then have a very different kind of fire," he said. Maserati sold just 8600 cars in the first nine months of 2024, compared with more than 20,000 in the same period in 2023. Revenues more than halved, too; in the first half of 2024, it was more than €80 million in the red. Ficili – who is also now the CEO of Alfa Romeo – said focus areas would be building a strong team to run the Maserati brand as well as improving “product competitiveness”, including the contents of its cars and their pricing. “Then we need to do the right marketing of the cars, meaning advertising events getting close to the customers who buy these kinds of products. “Last but not least, there is the relationship with the [dealer] network. It’s so important to re-engage the network, because we need them to sell the cars and serve customers. “So it’s team, product competitiveness, marketing activities and network.” Ficili hopes but doesn’t expect to return Maserati to profitability in 2025, aiming to “change the trajectory” of the brand and send it upwards. He also confirmed that he would look to cut its costs, “because we can save something” and “to do the right investment”. “Then my hope is to come back to a different economic result.” Ficili also wants to explore entry into other markets as a way to increase Maserati's footprint and sales. “Outside of Europe, I see the possibility to grow," he said. "We need to sell, to make more volume, to save the economic result, and we can then reinvest for new models in the future.” Ficili said the brand would relaunch the new Grancabrio this year, “because the job we did last year was without big success", adding: "It’s a pity, because it’s an unbelievable car. There is a job to do”. Maserati's Formula E racing team is also under review, as Ficili believes fighting it out with another Stellantis brand in DS “seemed a little strange”. “I’m not sure it was the right choice," he said.

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Maserati can be turned around, says new boss, but it's "not easy"

Stellantis-owned premium brand sold fewer than 10,000 cars in 2024 – less than half as many as it sold in 2023

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Maserati can be turned around, says new boss, but it's "not easy"

Stellantis-owned premium brand sold fewer than 10,000 cars in 2024 – less than half as many as it sold in 2023

More from Autocar

Top 10s

Latest car reviews

Top manufacturers

Quick search

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Legal bits

About Autocar