Maserati Isn't Going Anywhere—Two New Models Are On The Way

Why It Matters

The expansion aims to revive Maserati’s dwindling sales and secure its position in the ultra‑luxury segment, while a China partnership could unlock a fast‑growing market and share development costs. Success would bolster Stellantis’ overall profitability and diversify its premium portfolio.

Key Takeaways

• Stellantis adds two large E‑segment Maserati models to its lineup
• Maserati sales fell 57% in 2024, hitting 11,300 units
• New models may be co‑developed with Huawei and JAC in China
• Detailed Maserati roadmap slated for December presentation
• Current lineup includes Grecale, GranTurismo, McPura; two slots open

Pulse Analysis

Stellantis’ renewed commitment to Maserati comes at a critical juncture for the storied Italian marque. After a steep 57 % sales decline in 2024, the brand’s volume slipped to just over 11,300 units, underscoring the urgency of a revitalization plan. By positioning Maserati as a “pure luxury” label and earmarking two new E‑segment sedans, Stellantis hopes to broaden the model range beyond the Grecale crossover, the GranTurismo coupe, and the upcoming McPura hyper‑car, thereby attracting affluent buyers seeking larger, more versatile luxury vehicles.

Industry observers note that the rumored collaboration with Chinese tech giant Huawei and automaker JAC could be a game‑changer. Huawei’s expertise in connectivity, autonomous driving software, and battery management, paired with JAC’s manufacturing capacity, would allow Maserati to tap into China’s rapidly expanding premium market while mitigating development costs. The partnership may produce a China‑specific “Maextro” badge, signaling a localized luxury identity that aligns with regional consumer preferences. Such a strategy mirrors other Western brands leveraging Chinese alliances to accelerate product rollout and achieve scale.

If the new models deliver on performance, design, and cutting‑edge tech, Maserati could reverse its sales slide and contribute meaningfully to Stellantis’ earnings. A successful Chinese entry would also diversify the conglomerate’s geographic revenue streams, reducing reliance on mature European markets. Moreover, the addition of large E‑segment vehicles positions Maserati to compete directly with established luxury sedans from Mercedes‑Benz, BMW, and Audi, potentially reshaping the competitive dynamics of the high‑end automotive segment.