Maserati could 'stand on its own' in the future

Maserati could be a stand-alone brand in the future if it can become sustainably profitable, Stellantis Chief Financial Officer Richard Palmer said, adding that no decision has been made.

In recent years, a number of Maserati’s high-end competitors have been spun off from their parent companies as separate listings, including Ferrari (from Fiat) at the end of 2015 and Porsche (from Volkswagen Group) at the end of September. Aston Martin went public in 2018. 

VW Group has also asked several of its separate brands to model what they would look like as public companies. Other recent market debuts include Geely and Volvo’s Polestar brand.

But the record is mixed for these new entrants. As of Thursday, Ferrari’s market capitalization nearly equalled that of Stellantis; Porsche’s share price has largely held value despite a larger market selloff. Aston Martin and Polestar, however, have struggled. 

Maserati’s performance as part of Fiat Chrysler Automobiles ahead of the merger with PSA Group that created Stellantis was uneven, with ever-shifting product plans and sales forecasts that failed to pan out.

The brand has fared better under Stellantis, which was formed at the end of January 2021. Global sales rose 41 percent in 2021 to 24,300 units.

Maserati revenue was up 47 percent in 2021 to more than $1.9 billion. Adjusted operating profit was $100 million compared with an $88 million in 2020. Operating margin was 5.1 percent – and 6.5 percent in the second half after the MC20 supercar entered the market.

Third quarter revenues this year were up 23 percent this year over 2021, Stellantis announced Thursday. Shipments rose 14 percent.

Palmer credited the launch of the Grecale midsize SUV, as well as higher sales of the MC20, for those gains. He said Maserati was well positioned to break what one analyst called the “boom and bust” cycle of previous years.

“I’m pretty confident we can break that pattern with the new team and product plan we have,” he told analysts Thursday on Stellantis’ third-quarter earnings call. “The frequency of launches is a big focus. In the past that has been our biggest issue, because we would launch a vehicle and leave an extended gap to the next one.”

“The important thing is to maintain enough novelty value in the lineup and continue to refresh it,” he added. 

Asked whether Stellantis was planning to list Maserati separately, Palmer said the answer is “no” at the moment, as the group focused on building out the luxury brand’s product plan, which emphasizes a shift to full-electric models in the coming years.

“I am very optimistic and confident that we can build a very interesting luxury car business, and eventually at some point in time that could be an asset that can stand on its own,” he said. “Clearly it has a very strong brand, its own network and a very independent type of business, even in the way we run it inside Stellantis.”

Following the Grecale, Maserati will launch its most expensive model, the MC 20 Cielo, a roadster version of the sports car that will cost $254,000. It will be followed by the lightweight GranTurismo coupe, on a new platform, as a serious competitor to Ferrari.

The GranTurismo will use the new Nettuno V-6 engine also found in the MC20 rather than the V-8 used in previous models. 

It will be followed by the Gran Cabrio convertible, as well as a full-electric Folgore variant that tops the Porsche Taycan in acceleration. 

By 2025, Maserati will launch full-electric versions of the MC20, as well as a new generation of the Quattroporte sports sedan and Levante large SUV, both as electric-only cars.

The Ghibli midsize sedan will not be replaced because of changing customer tastes, Maserati said earlier this year.