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Maserati is an Italian luxury and sports vehicle manufacturer founded in 1914 in Bologna by the Maserati brothers. Renowned for blending timeless Italian design, high performance, and bespoke luxury, the brand’s iconic trident logo (inspired by Roman mythology) symbolizes power and elegance. Now part of the Stellantis group, it produces a range of models including sedans, SUVs, and supercars, exported to over 70 global markets.
Key moments
1 December 1914Founded as Officini Alfieri Maserati in Bologna, initially focusing on car modifications and race cars.
1926Launched its first purpose-built race car, the Tipo 26, and adopted the trident logo designed by family artist Mario Maserati.
1937Acquired by Adolfo Orsi, with headquarters moved to Modena, Italy.
1993Fiat became the sole owner of Maserati.
1997Fiat transferred management control to Ferrari, turning the former rival into Maserati's parent for luxury division operations.
2005Fiat reclaimed Maserati and grouped it with Alfa Romeo, later integrating it into Fiat Chrysler Automobiles (FCA).
2021Became a subsidiary of Stellantis following the merger of FCA and PSA Group.
Competitive Landscape of Maserati
Maserati operates in the ultra-luxury performance segment, competing with brands like Porsche, Ferrari, BMW M Series, Mercedes-AMG, and Aston Martin.
Key Advantages:
Distinctive Italian design heritage and bespoke interior craftsmanship that emphasize exclusivity.
Signature engine sound and balanced performance dynamics that bridge luxury comfort and sports car agility.
Diverse product portfolio covering sedans (Quattroporte, Ghibli), SUVs (Levante, Grecale), and supercars (MC20), appealing to a broad range of luxury buyers.
Challenges:
Narrower market share compared to volume-focused luxury brands like Porsche, which offers more accessible models and larger production scales.
Intense competition from electric luxury vehicles (e.g., Porsche Taycan, Tesla Model S), requiring Maserati to accelerate its electrification transition (with models like the Grecale Folgore).
Perceived overlap with sister brand Ferrari, though Maserati positions itself as a more practical daily-driver luxury option versus Ferrari's pure racing focus.
Competes on design exclusivity and Italian heritage rather than raw performance alone.
Needs to strengthen its electric vehicle lineup to match rivals in the fast-growing luxury EV market.
Benefits from Stellantis group resources for technology and supply chain optimization.
Maserati is a legendary Italian luxury and sports car manufacturer with a 112-year history (as of 2026), founded in Bologna by the Maserati brothers in 1914. The brand has long been synonymous with timeless Italian automotive design, precision performance, and bespoke luxury, with its trident emblem drawing inspiration from the Fountain of Neptune in Bologna to symbolize power, elegance, and automotive prowess. Now part of the Stellantis automotive conglomerate, Maserati produces a diverse lineup of vehicles including sedans, premium SUVs, and mid-engine supercars, sold across more than 70 global markets.
Positioned in the ultra-luxury performance vehicle segment, Maserati differentiates itself through its distinctive design language, handcrafted interior finishes, and signature engine sound that blends daily driving comfort with sports car agility. The brand’s product portfolio bridges the gap between practical daily drivers and high-performance supercars, appealing to discerning buyers who seek both exclusivity and real-world usability. Key competitive advantages include its rich motorsport heritage, Italian craftsmanship, and a broad range of models tailored to different luxury consumer needs.
Despite its strong brand identity, Maserati faces several challenges, including smaller production scales compared to mainstream luxury competitors like Porsche, increasing competition from electric luxury vehicles, and occasional brand overlap with sister brand Ferrari. The brand has responded by accelerating its electrification strategy, launching its Folgore electric vehicle line to transition its entire lineup to electric powertrains by 2030, as it works to maintain and grow its market share in the evolving luxury automotive space.
Brand leadership
Score: 65/100
Maserati holds a respected position within the ultra-luxury performance vehicle segment, recognized by automotive enthusiasts for its racing heritage and craft. However, it lags behind volume-focused competitors like Porsche in global market share, with its leadership primarily concentrated in the niche high-end luxury sports car market rather than the broader luxury vehicle space.
Customer and stakeholder interaction
Score: 60/100
The brand offers personalized ownership experiences, including bespoke customization options and dedicated customer support networks, leveraging its parent Stellantis' global service infrastructure. While it has made strides in digital customer engagement, it still has room to improve its direct-to-consumer interactive tools to match the standards of its key competitors.
Brand growth momentum
Score: 58/100
Recent product launches such as the Grecale SUV have helped drive modest sales growth, and the brand's electrification push with Folgore series models positions it for future expansion. Still, ongoing supply chain disruptions and intense competition from electric luxury vehicles like the Porsche Taycan and Tesla Model S create headwinds to rapid growth.
Brand operational stability
Score: 62/100
As a member of the Stellantis group, Maserati benefits from shared research and development resources, manufacturing capabilities, and global distribution channels, which enhance its operational stability. However, fluctuations in luxury vehicle demand, rising raw material costs, and the rapid shift toward electric vehicles introduce ongoing risks to its stable operations.
Brand heritage and age
Score: 92/100
Founded in 1914, Maserati boasts over a century of automotive history, including a storied motorsport legacy with numerous racing victories. This long heritage has cultivated strong brand loyalty among automotive enthusiasts and cemented its status as an iconic Italian luxury automotive brand.
Industry niche positioning
Score: 70/100
Maserati occupies a unique niche between mainstream luxury brands and ultra-exclusive supercar makers, offering a range of vehicles that balance daily usability with high-performance capabilities. Its diverse product portfolio covering sedans, SUVs, and supercars allows it to target multiple segments within the luxury performance market, though the overall size of this niche remains smaller than the broader luxury vehicle market.
Global market reach
Score: 68/100
Maserati distributes its vehicles to over 70 global markets across Europe, North America, Asia-Pacific, and other regions, with a well-established retail network in major luxury vehicle hubs. While it has a solid presence in mature markets, it is working to expand its footprint in emerging markets to further increase its global reach.
This brand valuation analysis is generated using AI-assisted reasoning, and all included metrics and figures are for illustrative educational purposes only. For officially audited and verified brand valuation data, please reach out directly to World Brand Lab.
area served
Worldwide
industry
Automotive
products
Luxury vehicles
production
19,000 units (2019)
35,000 units (2018)
revenue
€1.603 billion (2019)
€2.663 billion (2018)
net income
–€199 million (2019)
€151 million (2018)‡R1R‡
num employees
1,100 (2013)
parent
Stellantis
homepage
www.maserati.com
Maserati S.p.A. is an Italian luxury car manufacturer.Established on 1 December 1914 in Bologna, Italy,[2] the company's headquarters are now in Modena, and its emblem is a trident.The company has been owned by Stellantis since 2021.
History
The Maserati brothers
The Maserati brothers, Alfieri (1887–1932), Bindo (1883–1980), Carlo (1881–1910), Ettore (1894–1990), and Ernesto (1898–1975), were involved with automobiles from the beginning of the 20th century.Alfieri, Bindo, and Ernesto built 2-litre Grand Prix cars for Diatto. After Diatto suspended the production of race cars in 1926, the brothers founded the Maserati marque. One of the first Maseratis, driven by Alfieri, won the 1926 Targa Florio. Maserati began making race cars with 4, 6, 8, and 16 cylinders (two straight-eights mounted parallel to one another).
The company's trident logo, designed by Mario Maserati, is based on Neptune's trident of the Fountain of Neptune in Bologna's Piazza Maggiore. In 1920, one of the Maserati brothers used this symbol in the logo at the suggestion of family friend Marquis Diego de Sterlich. It was considered appropriate for the sports car company because Neptune represents strength and vigour and the statue is a symbol of the company's original home city.[3]
Alfieri Maserati died in 1932, but Bindo, Ernesto, and Ettore kept the firm going.
Orsi ownership
In 1937, the remaining Maserati brothers sold their shares in the company to the Adolfo Orsi family, who in 1940 moved the company headquarters to their home town of Modena,[2] where it remains to this day. The brothers continued in engineering roles with the company. Racing successes continued, even against the giants of German racing, Auto Union and Mercedes.
Indianapolis 500
In back-to-back wins in 1939 and 1940, an Maserati 8CTF won the Indianapolis 500, making Maserati the only Italian manufacturer ever to do so.[4]
The second world war then intervened and Maserati abandoned carmaking to produce components for the Italian war effort. During this time, Maserati worked in fierce competition to construct a V16 town car for Benito Mussolini
Indianapolis 500
In back-to-back wins in 1939 and 1940, an Maserati 8CTF won the Indianapolis 500, making Maserati the only Italian manufacturer ever to do so.[4]
The second world war then intervened and Maserati abandoned carmaking to produce components for the Italian war effort. During this time, Maserati worked in fierce competition to construct a V16 town car for Benito Mussolini before Ferry Porsche of Volkswagen built one for Adolf Hitler. This failed, and the plans were scrapped. Once peace was restored, Maserati returned to making cars; the Maserati A6 series did well in the post-war racing scene.
Key people joined the Maserati team. Alberto Massimino, a former Fiat engineer with both Alfa Romeo and Ferrari experience, oversaw the design of all racing models for the next ten years.With him joined engineers Giulio Alfieri, Vittorio Bellentani
Formula One
The famous Argentinian grand prix driver Juan-Manuel Fangio raced for Maserati for a number of years in the 1950s, achieving a number of stunning victories including winning the Formula One World Championship in 1957 in the 250F.
Maserati retired from factory racing participation because of the Guidizzolo tragedy during the 1957 Mille Miglia, though they continued to build cars for privateers.Maserati became more and more focused on building road-going grand tourers.
The 1957 3500 GT marked a turning point in the marque's history, as its first ground-up grand tourer design and first series-produced car. Production jumped from a dozen to a few hundred cars a year.
Chief engineer Giulio Alfieri took charge of the project and turned the 3.5-litre inline six from the 350S into a road-going engine.Launched with a Carrozzeria Touring 2+2 coupé aluminium body over superleggera structure, a steel-bodied short wheelbase Vignale 3500 GT Spyder open top version followed in 1959. The 3500 GT's success, with over 2,200 made, was critical to Maserati's survival in the years following withdrawal from racing.
The 3500 GT also provided the underpinnings for the small-volume V8-engined 5000 GT, another seminal car for Maserati.Born from the Shah of Persia's whim of owning a road car powered by the Maserati 450S
Citroën ownership
In 1968, Maserati was taken over by Citroën. Adolfo Orsi remained the nominal president, but Maserati was controlled by its new owner. The relationship started as a joint venture, made public in January 1968,[5] in which Maserati would design and manufacture an engine for Citroën's upcoming flagship called SM.Launched in 1970, the SM was a four-seat front-wheel-drive coupé, powered by a Maserati Tipo C114 2.7-litre 90° V6 engine; this engine and its gearbox had been used in other vehicles, such as rally-prepared Citroën DSs used by Bob Neyret in Bandama Rally, and in the Ligier JS2.
With secure financial backing, new models were launched and built in much greater numbers than years prior. Citroën borrowed Maserati's expertise and engines for the SM and other vehicles, and Maserati incorporated Citroën's technology, particularly in hydraulics.Engineer Giulio Alfieri was key to many of the ambitious designs of this period.
The first new arrival was the 1969 Maserati Indy, a Vignale-bodied four-seater GT with a traditional V8 drivetrain, 1,100 units of the Indy were made.
Crisis years
Meanwhile, the 1973 oil crisis put the brakes on the ambitious expansion of Maserati; demand for fuel-hungry sports cars and grand tourers shrank drastically.Austerity measures in Italy meant that the domestic market contracted by 60–70%.[10] All of the main Italian GT car manufacturers were heavily affected, having to lay off workers in order to empty lots of unsold cars.Maserati received the hardest blow, as its home market sales accounted for over half of the total—in contrast with Ferrari's 20%. In this situation, the only Maserati automobile that continued to sell in appreciable numbers was the small-displacement Merak.
In 1974, with the 1973–75 recession at its climax, things took a turn for the worse.Citroën went bankrupt and its incorporation into PSA Peugeot Citroën begun.The year closed with domestic sales tumbling from 1973's 360 to 150 units,[11] and losses exceeding the share capital.
On 22 May 1975, a press release from Citroën management abruptly announced Maserati had been put into liquidation.[12]
De Tomaso era
On 8 August 1975, an agreement was signed at the Ministry of Industry in Rome, and property of Maserati passed from Citroën to Italian state-owned holding company GEPI and Alejandro de Tomaso, an Argentinian industrialist and former racing driver, became president and CEO.[15] As of December 1979, GEPI's quota amounted to 88.75% of Maserati,[16] the remaining 11.25% stake was being controlled by de Tomaso through a holding company which grouped his automotive interests in Maserati and Innocenti.
After de Tomaso bought Maserati in August 1975, he dismissed long time Chief Engineer Alfieri on the day of taking over the business.[17]
Beginning in 1976, new models were introduced, sharing their underpinnings—but not their engines—with De Tomaso cars; first came the Kyalami grand tourer, derived from the De Tomaso Longchamp
The Biturbo
The 1980s saw the company largely abandoning the mid-engine sports car in favour of a compact front-engine, rear-drive coupé, the Biturbo.[19]Of fairly conventional construction, the Biturbo's highlight was its twin-turbochargedV6 engine, the first for a production car. This engine, descending from the 90° V6 engineered by Giulio Alfieri, was fitted in a large number of models, all sharing key components; every new Maserati launched up to the 1990s would be based on the Biturbo's platform. The Biturbo family was extremely successful at exploiting the aspirational image of the Maserati name—selling 40,000 units.
In 1983 and 1984, the range was extended to include saloons (the 425 and 420) and a cabriolet (the Zagato-bodied Spyder), respectively on a long and short wheelbase of the Biturbo platform.
During 1984, Chrysler bought a 5% share in Maserati.Following an agreement between De Tomaso's friend and Chrysler head Lee Iacocca, a joint venture was signed.Maserati would go on to produce a car for export to the American market, the Chrysler TC by Maserati
De Tomaso-FIAT years
In October 1989, De Tomaso bought the remaining GEPI quota. In December, the Fiat Group entered in Maserati's history. Maserati and Innocenti were separated; Innocenti Milano S.p.A., the company that sold Innocenti cars, continued its business under a 51% FIAT Auto ownership. All of the Modena and Lambrate plants went to a newly created company, the still existent Maserati S.p.A.; 49% of it was owned by FIAT Auto and 51% was controlled by De Tomaso through the old company, Officine Alfieri Maserati.[22][23]
In the early 1990s, a mid-engine sports car prototype was developed, the Maserati Chubasco, which was supposed to be built in 1992, but the project proved very expensive and was shelved.It featured Gandini-designed body, a V8 powertrain, and a backbone chassis.The project was cancelled, as part owner Fiat deemed the project to be too close to Ferrari in the marketplace.[24] Starting in 1990, the entire range of the Biturbo received a facelift designed by Marcello Gandini, on the lines of the Shamal's styling. The last version of the Biturbo coupé was called Racing. It was a transitional model in which several features to be found on the upcoming Ghibli were tested.
FIAT ownership
On 19 May 1993, 17 years after having rescued it from liquidation, Alejandro De Tomaso sold his 51% stake in Maserati to Fiat, which became the sole owner.[26][27]
In 1994, the aging Quattroporte III/Royale was replaced by the Quattroporte IV which was ultimately based on Biturbo underpinnings. Styled by Marcello Gandini, it was initially available with a V6 engine shared with the Ghibli II. A more powerful V8 variant was made available in 1996 and "Seicilindri" and "Ottocilindri" (six and eight cylindres in Italian) badging was introduced to distinguish between the two models. The engine of the V8 model was a development of the Shamal's V8.[28]
Over two decades after the ill-fated Chrysler TC by Maserati during Chrysler's brief ownership stake in Maserati, the two companies became interconnected again when Fiat purchased majority control of Chrysler in 2011 as a result of Chrysler's bankruptcy.Maserati and Citroën also later interconnected for the first time since 1975, following the PSA-FCA merger in 2021 with the formation of
Ferrari
In July 1997, Fiat sold a 50% share in the company to Maserati's long-time arch-rival Ferrari, as the latter itself being owned by Fiat.[2] In 1999, Ferrari took full control, making Maserati its luxury division. A new factory was built, replacing the existing 1940s-era facility.
The steps taken by the new parent company resulted in the improved Quattroporte Evoluzione which was introduced at the March 1998 Geneva Motor Show.[29]
In 1998, a new chapter began in Maserati's history when the company launched the 3200 GT. This two-door coupé is powered by a 3.2 L twin-turbocharged V8 derived from the Shamal engine, which is rated at 370 hp.
In 2002 the 3200 GT was replaced by the Maserati Coupé and Spyder; evolved from the 3200, these cars used an all-new, naturally aspirated, dry sump 4.2-litre V8 with a transaxle gearbox.In turn Coupé and Spyder were replaced by the GranTurismo and GranCabrio.
The Maserati and Alfa Romeo Group under FIAT Group
The Maserati and Alfa Romeo group, under the Fiat Group ownership, started in 2005, when Maserati was split off from Ferrari and partnered with Alfa Romeo.[34][35] On 9 June 2005, the 20,000th Maserati, a Quattroporte V, left the factory.[36] In the second quarter of 2007, Maserati made profit for the first time in 17 years under Fiat ownership.[37]
On January 22, 2010, Fiat announced that it had created a new partnership/brand group for Alfa Romeo, Maserati, and Abarth. The group was led by Harald J. Wester, the current CEO of Maserati. Sergio Marchionne stated that "[the] purpose of bringing the Alfa Romeo, Maserati and Abarth brands under the same leadership is to emphasize and leverage the value of the shared qualities of the three brands in terms of their sporting characteristics and performance."[38]
The 100th anniversary of the foundation
In 2014, to celebrate the centenary of its foundation, it released a concept car called Maserati Alfieri, in honor of the brand's founder, Alfieri Maserati.
On May 6, 2014, Maserati confirmed production of the Maserati Levante SUV and the Maserati Alfieri. However, the Alfieri concept, which received great critical and commercial success, never came to production. This model was supposed to replace the Maserati GranTurismo, but this production change was cancelled due to the success of the GranTurismo, which underwent improvements and updates until 2019.
Along with their expansion, Maserati started their re-entrance into the high-performance car field, in order to compete with brands such as Mercedes-AMG, BMW M, Porsche, Jaguar, and in certain cases, Ferrari. This was done by introducing Maserati models that have high power output engines, higher performance components, and better handling. The top-of-the-line variants of the Quattroporte VI, Ghibli, and Levante have 570 PS V8 engines with all-wheel drive, in order to better compete with their rival offerings.
FCA
In 2014, Fiat S.p.A. merged with American automaker Chrysler to form Fiat Chrysler Automobiles.Under FCA, new models were released that met with excellent critical and commercial success, but above all, sales, such as the Maserati Levante, Maserati's first SUV.Furthermore, the Maserati Ghibli and Maserati Quattroporte also confirmed excellent sales.The Maserati GranTurismo was produced until 2019, confirming its huge success for the brand.Furthermore, in 2020, a year marred by the COVID-19 pandemic, a new sports car, the Maserati MC20, was released, which achieved great critical and commercial success. The Maserati range consolidated the brand's profitability and image and prestige.
Stellantis
Subsequently, in 2021, FCA merged with the French PSA Group to form Stellantis, reuniting Maserati with Citroën under the same ownership.Under Stellantis, a new SUV will be released starting in 2022 alongside the Levante, the Maserati Grecale, smaller in size than the Levante, which achieves good critical and sales success.In 2023, production of the Maserati Ghibli and Maserati Quattroporte was halted, while the new Maserati GranTurismo was released also with the new electric motor called Folgore.In 2024, the GranCabrio, an open-top variant based on the GranTurismo, was released, while the production of Maserati Levante was halted. However, starting in 2024, uncertainties surrounding the transition from combustion engines to electric ones and in 2025, uncertainties due to the application of tariffs leaded to a weakening of both production and sales for the entire Stellantis group and consequently also for Maserati. The inefficiencies of Stellantis's commercial strategy in 2024, which resulted in a drastic loss of both production and sales and consequently market share, led to the resignation of Stellantis CEO Carlos Tavares and a renewal or redefinition of the positions of all the group's corporate managers, and led to a period of great uncertainty within Maserati.In 2025, the new Stellantis CEO, Antonio Filosa, supported by Santo Ficili[50]
Electrification
On 17 March 2022, chief executive officer Davide Grasso announced that Maserati will produce an electric version of all of its models by 2025.[54] The CEO also announced plans to phase out all of its internal combustion engine vehicles by 2030.[54] All Maserati EVs will wear the Folgore name (that means "lightning" in Italian).[55]
The Maserati MC20 is a 2-door, mid-engined sports car that debuted in September 2020. The car features a carbon fibre monocoque and a 3-litre V6 engine producing 630 horsepower.[61]
Maserati Grecale
The Maserati Grecale is a front-engine, five-door, five passenger compact luxury crossover SUV. Grecale shares the company's Giorgio platform with the Alfa Romeo Stelvio and the fifth generation Jeep Grand Cherokee. Available engines include 300 or 330 hp mild hybrid inline-four and a 530 hp V6 Nettuno engine for the Trofeo specification.[62]
Motorsport
The Maserati brothers were among the pioneers of motorsport, having participated in numerous races in the early 1920s.
In 1922, the Maserati brothers were appointed to manage the racing activities of the Turin-based Diatto company, with Alfieri Maserati as their lead driver. However, after just three years, due to debt, the Piedmontese manufacturer withdrew from racing.
The first Maserati-branded car was the 1926 Tipo 26, a racing car derived from the Diatto 30 Sport, equipped with a new 1.5-liter inline-eight engine producing 120 hp.It made its racing debut at the 1926 Targa Florio, taking a class victory and ninth place overall.
In 1926, Mario Maserati, the only brother who had chosen an artistic career over a racing career, designed the famous Trident logo, inspired by the Fountain of Neptune in Bologna.
In the following years, Maserati established itself in motor racing, achieving significant successes such as the 1928 Coppa dell'Etna and its first historic international victory in 1929 at the Tripoli Grand Prix, with the Maserati Tipo V4 16-cylinder driven by Borzacchini, who set a new world speed record in the Cremona 10 km race at 247.933 km/h.However, in 1932, Alfieri Maserati died due to injuries sustained in a car accident five years earlier, and Ernesto Maserati abandoned his racing career to oversee the technical side of the company alongside Ettore, while Bindo, the second-born of the Maserati brothers, became president.
Once peace was restored, Maserati returned to making cars; the Maserati A6 series did well in the post-war racing scene.
Key people joined the Maserati team. Alberto Massimino, a former Fiat engineer with both Alfa Romeo and Ferrari experience, oversaw the design of all racing models for the next ten years.With him joined engineers Giulio Alfieri, Vittorio Bellentani, and Gioacchino Colombo. The focus was on the best engines and chassis to succeed in car racing. These new projects saw the last contributions of the Maserati brothers, who, after their 10-year contract with Orsi expired, went on to form O.S.C.A. This new team at Maserati worked on several projects: the Maserati 4CLT, the Maserati A6 series, the 8CLT, and, pivotally for the future success of the company, the A6GCS.
Formula One
The famous Argentinian grand prix driver Juan-Manuel Fangio raced for Maserati for a number of years in the 1950s, achieving a number of stunning victories including winning the Formula One World Championship in 1957 in the 250F.
Maserati retired from factory racing participation because of the Guidizzolo tragedy during the 1957 Mille Miglia, though they continued to build cars for privateers.Maserati became more and more focused on building road-going grand tourers.
The 1957 3500 GT marked a turning point in the marque's history, as its first ground-up grand tourer design and first series-produced car. Production jumped from a dozen to a few hundred cars a year.
Chief engineer Giulio Alfieri took charge of the project and turned the 3.5-litre inline six from the 350S into a road-going engine.Launched with a Carrozzeria Touring 2+2 coupé aluminium body over superleggera structure, a steel-bodied short wheelbase Vignale 3500 GT Spyder open top version followed in 1959. The 3500 GT's success, with over 2,200 made, was critical to Maserati's survival in the years following withdrawal from racing.
The 3500 GT also provided the underpinnings for the small-volume V8-engined 5000 GT, another seminal car for Maserati.Born from the Shah of Persia's whim of owning a road car powered by the Maserati 450S racing engine, it became one of the fastest and most expensive cars of its days. The third to the thirty-fourth and last example produced were powered by Maserati's first purely road-going V8 engine design.
In 1962, the 3500 GT evolved into the Sebring, bodied by Vignale and based on the shorter wheelbase convertible chassis.Next came the two-seater Mistral coupé in 1963 and Spider in 1964, both powered by a six-cylinder engine and styled by Pietro Frua.
In 1963, the company's first saloon was launched, the Quattroporte, also styled by Frua.If the 5000 GT inaugurated the marque's first road-going V8, the Quattroporte's Tipo 107 4.2-litre DOHC V8 was the forefather of all Maserati V8s up to 1990.
The Ghia-designed Ghibli coupé was launched in 1967.It was powered by a 4.7-litre dry sump version of Maserati's quad cam V8. The Ghibli Spyder and high performance 4.9-litre Ghibli SS followed.
, and
Gioacchino Colombo
.
The focus was on the best engines and chassis to succeed in car racing.
These new projects saw the last contributions of the Maserati brothers, who, after their 10-year contract with Orsi expired, went on to form O.S.C.A. This new team at Maserati worked on several projects: the Maserati 4CLT, the Maserati A6 series, the 8CLT, and, pivotally for the future success of the company, the A6GCS.
racing engine, it became one of the fastest and most expensive cars of its days.
The third to the thirty-fourth and last example produced were powered by Maserati's first purely road-going V8 engine design.
In 1962, the 3500 GT evolved into the Sebring, bodied by Vignale and based on the shorter wheelbase convertible chassis.Next came the two-seater Mistral coupé in 1963 and Spider in 1964, both powered by a six-cylinder engine and styled by Pietro Frua.
In 1963, the company's first saloon was launched, the Quattroporte, also styled by Frua.If the 5000 GT inaugurated the marque's first road-going V8, the Quattroporte's Tipo 107 4.2-litre DOHC V8 was the forefather of all Maserati V8s up to 1990.
The Ghia-designed Ghibli coupé was launched in 1967.It was powered by a 4.7-litre dry sump version of Maserati's quad cam V8. The Ghibli Spyder and high performance 4.9-litre Ghibli SS followed.
In 1971, the Maserati Bora was the company's first series production mid-engine model, an idea agreed with administrator Guy Malleret shortly after the 1968 takeover.The Bora ended Maserati's reputation for producing fast but technologically out of date cars, being the first Maserati with four wheel independent suspension.In contrast, competitor Lamborghini had used independent suspension in 1964.[6]In 1972, the Bora was transformed to the Maserati Merak, now employing a Tipo 114 SM-derived V6 enlarged to 3.0-litres.[7]
Citroën never developed a 4-door version of the SM – instead Maserati developed the Maserati Quattroporte II, which shared most of its mechanical parts with the SM, including the mid-engine, front-wheel-drive layout, and six headlight arrangement.[8]
To power this large car, Alfieri developed a V8 engine from the SM's V6 on the behest of Factory Manager Guy Malleret. The engine was rated at 260 PS and fitted to a lightly modified SM, which proved that the chassis could easily handle the power increase.[9] Citroën's and Maserati's financial difficulties hampered the type homologation process; the development costs for the stillborn saloon further aggravated Maserati's situation. Only a dozen Quattroporte IIs were ever produced, all with the V6.
The replacement for the successful Ghibli was the Bertone-designed Maserati Khamsin, a front-engine grand tourer introduced in 1972 and produced until 1974; it combined the traditional Maserati V8 GT layout with modern independent suspension, unibody construction, and refined Citroën technologies such as DIRAVI power steering.
Crisis years
Meanwhile, the 1973 oil crisis put the brakes on the ambitious expansion of Maserati; demand for fuel-hungry sports cars and grand tourers shrank drastically.Austerity measures in Italy meant that the domestic market contracted by 60–70%.[10] All of the main Italian GT car manufacturers were heavily affected, having to lay off workers in order to empty lots of unsold cars.Maserati received the hardest blow, as its home market sales accounted for over half of the total—in contrast with Ferrari's 20%. In this situation, the only Maserati automobile that continued to sell in appreciable numbers was the small-displacement Merak.
In 1974, with the 1973–75 recession at its climax, things took a turn for the worse.Citroën went bankrupt and its incorporation into PSA Peugeot Citroën begun.The year closed with domestic sales tumbling from 1973's 360 to 150 units,[11] and losses exceeding the share capital.
On 22 May 1975, a press release from Citroën management abruptly announced Maserati had been put into liquidation.[12] The workforce immediately picketed the factory, but production was not halted.Trade unions, the mayor of Modena, and local politicians mobilised to save the 800 jobs; industry ministerCarlo Donat-Cattin even flew to Paris to meet Citroën chairman Francois Rollier.An agreement was reached in June,[13] after several meetings and assemblies.During one of these meetings, Citroën liquidators disclosed that a possible Italian buyer had shown up, and the name of Alejandro de Tomaso was put forth for the first time.[14] Citroën accepted to suspend liquidation as requested by the Italian government, which on its part guaranteed six months of special redundancy fund to pay the salaries.
The workforce immediately picketed the factory, but production was not halted.
Trade unions, the mayor of Modena, and local politicians mobilised to save the 800 jobs; industry ministerCarlo Donat-Cattin even flew to Paris to meet Citroën chairman Francois Rollier.
An agreement was reached in June,[13] after several meetings and assemblies.
During one of these meetings, Citroën liquidators disclosed that a possible Italian buyer had shown up, and the name of Alejandro de Tomaso was put forth for the first time.[14] Citroën accepted to suspend liquidation as requested by the Italian government, which on its part guaranteed six months of special redundancy fund to pay the salaries.
The Bora's sales dwindled down; the Khamsin was discontinued between 1982 and 1983. Progressively stripped of its Citroën-derived parts, the Merak continued to sell over one hundred units a year, until 1982. Despite the downturn in sales, awareness of the brand increased during this time as a result of the popular song Life's Been Good by Joe Walsh, which contained the lyrics "My Maserati does one eighty-five."[18]
The Biturbo
The 1980s saw the company largely abandoning the mid-engine sports car in favour of a compact front-engine, rear-drive coupé, the Biturbo.[19]Of fairly conventional construction, the Biturbo's highlight was its twin-turbochargedV6 engine, the first for a production car. This engine, descending from the 90° V6 engineered by Giulio Alfieri, was fitted in a large number of models, all sharing key components; every new Maserati launched up to the 1990s would be based on the Biturbo's platform. The Biturbo family was extremely successful at exploiting the aspirational image of the Maserati name—selling 40,000 units.
In 1983 and 1984, the range was extended to include saloons (the 425 and 420) and a cabriolet (the Zagato-bodied Spyder), respectively on a long and short wheelbase of the Biturbo platform.
During 1984, Chrysler bought a 5% share in Maserati.Following an agreement between De Tomaso's friend and Chrysler head Lee Iacocca, a joint venture was signed.Maserati would go on to produce a car for export to the American market, the Chrysler TC by Maserati, with Chrysler-sourced engines.In July of that same year, a merger between Maserati and Nuova Innocenti was decided; it was carried out in 1985.[20] Chrysler upped its stake to 15.6% by underwriting three quarters of a 75 billion Lire capital raise in 1986.[21]
New Biturbo-based cars and model evolutions were launched year after year. In 1984, it was the 228, a large coupé built on the long wheelbase saloon chassis, with a new 2.8-litre version of the twin-turbocharged V6. WeberFuel injection was phased in starting in 1986, bringing improved reliability and a host of new model variants.The same year, the ageing Quattroporte III was updated and marketed as the luxurious Royale, built to order in an handful of examples a year; its discontinuation in 1990 marked the disappearance of Maserati's four-cam V8 engine, a design that could trace its roots back to the 450S racer and the legendary 5000 GT. In 1987, the 2.8-litre 430 topped the saloon range. 1988 brought the Karif, a two-seater, based on the short wheelbase Spyder chassis. Meanwhile, the Biturbo name was dropped altogether, as updated coupés and saloons were updated and became the 222 and 422. 1989 marked the reintroduction of an eight-cylinder grand tourer: the Shamal, built on a modified short wheelbase Biturbo chassis, clad in new muscular bodywork styled by Marcello Gandini. It was powered by an all-new twin-turbocharged 32-valve V8 engine paired to a 6-speed gearbox. 2.0-litre, 24-valve V6 engines were also added to the Shamal range.
De Tomaso-FIAT years
In October 1989, De Tomaso bought the remaining GEPI quota. In December, the Fiat Group entered in Maserati's history. Maserati and Innocenti were separated; Innocenti Milano S.p.A., the company that sold Innocenti cars, continued its business under a 51% FIAT Auto ownership. All of the Modena and Lambrate plants went to a newly created company, the still existent Maserati S.p.A.; 49% of it was owned by FIAT Auto and 51% was controlled by De Tomaso through the old company, Officine Alfieri Maserati.[22][23]
In the early 1990s, a mid-engine sports car prototype was developed, the Maserati Chubasco, which was supposed to be built in 1992, but the project proved very expensive and was shelved.It featured Gandini-designed body, a V8 powertrain, and a backbone chassis.The project was cancelled, as part owner Fiat deemed the project to be too close to Ferrari in the marketplace.[24] Starting in 1990, the entire range of the Biturbo received a facelift designed by Marcello Gandini, on the lines of the Shamal's styling. The last version of the Biturbo coupé was called Racing. It was a transitional model in which several features to be found on the upcoming Ghibli were tested.
, with Chrysler-sourced engines.
In July of that same year, a merger between Maserati and Nuova Innocenti was decided; it was carried out in 1985.[20] Chrysler upped its stake to 15.6% by underwriting three quarters of a 75 billion Lire capital raise in 1986.[21]
New Biturbo-based cars and model evolutions were launched year after year. In 1984, it was the 228, a large coupé built on the long wheelbase saloon chassis, with a new 2.8-litre version of the twin-turbocharged V6. WeberFuel injection was phased in starting in 1986, bringing improved reliability and a host of new model variants.The same year, the ageing Quattroporte III was updated and marketed as the luxurious Royale, built to order in an handful of examples a year; its discontinuation in 1990 marked the disappearance of Maserati's four-cam V8 engine, a design that could trace its roots back to the 450S racer and the legendary 5000 GT. In 1987, the 2.8-litre 430 topped the saloon range. 1988 brought the Karif, a two-seater, based on the short wheelbase Spyder chassis. Meanwhile, the Biturbo name was dropped altogether, as updated coupés and saloons were updated and became the 222 and 422. 1989 marked the reintroduction of an eight-cylinder grand tourer: the Shamal, built on a modified short wheelbase Biturbo chassis, clad in new muscular bodywork styled by Marcello Gandini. It was powered by an all-new twin-turbocharged 32-valve V8 engine paired to a 6-speed gearbox. 2.0-litre, 24-valve V6 engines were also added to the Shamal range.
The Ghibli II was introduced in 1992. It was a six-cylinder coupé, with modified Biturbo underpinnings dressed by new Gandini bodywork (toned down from the Shamal) and the latest evolution of the 24-valve twin-turbocharged V6 with record breaking specific output. The underpinnings of the stillborn Chubasco gave birth to the Maserati Barchetta, a small open top mid-engine sports car styled by Synthesis Design's Carlo Gaino.[25] a one-make racing series was held in 1992 and 1993, using the Barchetta Corsa racing version; the road-going Barchetta Stradale was never put into production. Just 17 units of the Barchetta were produced.
Between 1992 and 1994, all models save for the Ghibli and Shamal were progressively discontinued.
In July 1997, Fiat sold a 50% share in the company to Maserati's long-time arch-rival Ferrari, as the latter itself being owned by Fiat.[2] In 1999, Ferrari took full control, making Maserati its luxury division. A new factory was built, replacing the existing 1940s-era facility.
The steps taken by the new parent company resulted in the improved Quattroporte Evoluzione which was introduced at the March 1998 Geneva Motor Show.[29]
In 1998, a new chapter began in Maserati's history when the company launched the 3200 GT. This two-door coupé is powered by a 3.2 L twin-turbocharged V8 derived from the Shamal engine, which is rated at 370 hp.
In 2002 the 3200 GT was replaced by the Maserati Coupé and Spyder; evolved from the 3200, these cars used an all-new, naturally aspirated, dry sump 4.2-litre V8 with a transaxle gearbox.In turn Coupé and Spyder were replaced by the GranTurismo and GranCabrio.
Meanwhile, two new models were shown to the public: the Maserati MC12 road supersports and successful GT racer with a Ferrari Enzo–derived chassis and engine and the new Quattroporte, a luxury saloon with the 4.2-litre V8 engine of the Gran Turismo.[30] In 2001, Ferrari decided to change all of the old tooling and installed high-tech devices in the Modena factory.[31]
Since early 2002, Maserati once again entered the United States market,[32] which has quickly become its largest market worldwide. The company has also re-entered the racing arena with their Trofeo and, in December 2003, the MC12 (formerly known as the MCC), which was developed according to FIA GT regulations and has since competed with great success in the world FIA GT championship, winning the championship three consecutive times from 2005 to 2007. The MC12 has also been raced in various national GT championship as well as in the American Le Mans series. The Maserati MC12 is based on the Ferrari Enzo sports car;[33] 50 street-legal homologation models (roadsters and coupés) have been sold.
The Maserati and Alfa Romeo Group under FIAT Group
The Maserati and Alfa Romeo group, under the Fiat Group ownership, started in 2005, when Maserati was split off from Ferrari and partnered with Alfa Romeo.[34][35] On 9 June 2005, the 20,000th Maserati, a Quattroporte V, left the factory.[36] In the second quarter of 2007, Maserati made profit for the first time in 17 years under Fiat ownership.[37]
On January 22, 2010, Fiat announced that it had created a new partnership/brand group for Alfa Romeo, Maserati, and Abarth. The group was led by Harald J. Wester, the current CEO of Maserati. Sergio Marchionne stated that "[the] purpose of bringing the Alfa Romeo, Maserati and Abarth brands under the same leadership is to emphasize and leverage the value of the shared qualities of the three brands in terms of their sporting characteristics and performance."[38]
The 100th anniversary of the foundation
In 2014, to celebrate the centenary of its foundation, it released a concept car called Maserati Alfieri, in honor of the brand's founder, Alfieri Maserati.
On May 6, 2014, Maserati confirmed production of the Maserati Levante SUV and the Maserati Alfieri. However, the Alfieri concept, which received great critical and commercial success, never came to production. This model was supposed to replace the Maserati GranTurismo, but this production change was cancelled due to the success of the GranTurismo, which underwent improvements and updates until 2019.
Along with their expansion, Maserati started their re-entrance into the high-performance car field, in order to compete with brands such as Mercedes-AMG, BMW M, Porsche, Jaguar, and in certain cases, Ferrari. This was done by introducing Maserati models that have high power output engines, higher performance components, and better handling. The top-of-the-line variants of the Quattroporte VI, Ghibli, and Levante have 570 PS V8 engines with all-wheel drive, in order to better compete with their rival offerings.
FCA
In 2014, Fiat S.p.A. merged with American automaker Chrysler to form Fiat Chrysler Automobiles.Under FCA, new models were released that met with excellent critical and commercial success, but above all, sales, such as the Maserati Levante, Maserati's first SUV.Furthermore, the Maserati Ghibli and Maserati Quattroporte also confirmed excellent sales.The Maserati GranTurismo was produced until 2019, confirming its huge success for the brand.Furthermore, in 2020, a year marred by the COVID-19 pandemic, a new sports car, the Maserati MC20, was released, which achieved great critical and commercial success. The Maserati range consolidated the brand's profitability and image and prestige.
Stellantis
Subsequently, in 2021, FCA merged with the French PSA Group to form Stellantis, reuniting Maserati with Citroën under the same ownership.Under Stellantis, a new SUV will be released starting in 2022 alongside the Levante, the Maserati Grecale, smaller in size than the Levante, which achieves good critical and sales success.In 2023, production of the Maserati Ghibli and Maserati Quattroporte was halted, while the new Maserati GranTurismo was released also with the new electric motor called Folgore.In 2024, the GranCabrio, an open-top variant based on the GranTurismo, was released, while the production of Maserati Levante was halted. However, starting in 2024, uncertainties surrounding the transition from combustion engines to electric ones and in 2025, uncertainties due to the application of tariffs leaded to a weakening of both production and sales for the entire Stellantis group and consequently also for Maserati. The inefficiencies of Stellantis's commercial strategy in 2024, which resulted in a drastic loss of both production and sales and consequently market share, led to the resignation of Stellantis CEO Carlos Tavares and a renewal or redefinition of the positions of all the group's corporate managers, and led to a period of great uncertainty within Maserati.In 2025, the new Stellantis CEO, Antonio Filosa, supported by Santo Ficili[50]
Electrification
On 17 March 2022, chief executive officer Davide Grasso announced that Maserati will produce an electric version of all of its models by 2025.[54] The CEO also announced plans to phase out all of its internal combustion engine vehicles by 2030.[54] All Maserati EVs will wear the Folgore name (that means "lightning" in Italian).[55]
Meanwhile, two new models were shown to the public: the Maserati MC12 road supersports and successful GT racer with a Ferrari Enzo–derived chassis and engine and the new Quattroporte, a luxury saloon with the 4.2-litre V8 engine of the Gran Turismo.[30] In 2001, Ferrari decided to change all of the old tooling and installed high-tech devices in the Modena factory.[31]
Since early 2002, Maserati once again entered the United States market,[32] which has quickly become its largest market worldwide. The company has also re-entered the racing arena with their Trofeo and, in December 2003, the MC12 (formerly known as the MCC), which was developed according to FIA GT regulations and has since competed with great success in the world FIA GT championship, winning the championship three consecutive times from 2005 to 2007. The MC12 has also been raced in various national GT championship as well as in the American Le Mans series. The Maserati MC12 is based on the Ferrari Enzo sports car;[33] 50 street-legal homologation models (roadsters and coupés) have been sold.
Abarth stayed under Wester's leadership until 2013, leaving Maserati and Alfa Romeo in the brand group, led by Wester.
Although Maserati and Alfa Romeo are in a brand group, Alfa Romeo is structured under FCA Italy S.p.A., which itself is structured under FCA, whereas Maserati is structured solely under FCA.
In addition, in an interview with Wester in 2015, he clarified that his "role at Maserati is different from that in the Alfa Romeo as the latter is better integrated into the Fiat Group" and that "the new Alfa car won't share any parts with the current Maserati model. I'm not planning any technical merging of these two makes."[40]
In 2013, Maserati started its expansion with the Quattroporte VI, which was designed to better compete with the Mercedes-Benz S-Class.This was followed by the introduction of the Ghibli, which was slated to compete against the Mercedes-Benz E-Class and the BMW 5 Series.
Maserati sales in 2013 was 15,400 units, which is up from just over 6,000 units worldwide in 2012 (2013 included the release of the new Quattroporte and Ghibli towards the end of the year, and thus the first year to fully represent the sales inclusive of these models is 2014).[43] In May, 2014, Maserati sold a company record of over 3,000 cars worldwide, causing them to increase production of the Ghibli and Quattroporte.[44] For that same month in the United States, Maserati sold 1,114 vehicles, which is up 406.19% over the same month in the previous year in the United States.[45] Maserati's best month of sales in the United States was September 2014, with 1,318 units sold.[46] The month in 2014 where the increase on sales for the same month of the previous year was the highest was May, with a volume increase of 406.19%.[46] The sales target for 2018 was 75,000 units worldwide.[43]
2014 marked a historic record of 13,411 total units sold in North America for the year, a 169% increase versus 2013, boasting the highest-ever overall sales year for Maserati North America, Inc.[47] Worldwide, in 2014 Maserati sold about 36,500 cars, a 136% increase over 2013.[48] Harald J. Wester stated that Maserati would not surpass the 70,000 sales per year mark, and that Maserati would maintain its current position in the higher end of the luxury sports car market, rather than expanding downmarket and making vehicles smaller and less expensive than the Ghibli and Levante (such as those similar to the Audi Q5 and Mercedes-Benz C-Class), as other FCA brands, specifically Alfa Romeo, are in those market spaces.[40]
Since 2009, Marco Tencone was the head designer of Maserati cars, although, in late 2015, he was announced as remaining in executive positions at Lancia and FIAT only.[49]
, the CEO of Maserati, relaunched the brand through a commercial policy aimed at building customer loyalty, drawing on the brand's glorious history in races
In 2025, Maserati unveiled at the Goodwood Festival of Speed the Maserati MCPura based on the previous Maserati MC20, but with minor styling changes, including redesigned front and rear fascias and slightly modified driver and passenger seats.
It is expected to begin production in 2026 and will replace the MC20.
As for the MC20, the MCPura is also available in the Cielo version, an open-top variant.
Furthermore, the customization program developed by Officine Fuoriserie also continues for the MCPura.
The Maserati GranTurismo is a grand tourer introduced in 2007. The GranTurismo has a 4.7-litre V8, rated at 460 PS in Sport trim and for the MC Stradale. A convertible (GranCabrio) version is also available in standard, Sport, and MC models. The final production year for the Maserati GranTurismo was scheduled to be 2014, and its position would be succeeded by Maserati Alfieri.[43] Production continued until 2019, with final example called Zéda rolled off the line. The current 2nd generation GranTurismo was revealed online in 2022 and production commenced in April 2023. It comes with either a 3-litre V6 engine, shared with the MC20, albeit detuned to 483 and 542 hp for the Modena and Trofeo trims respectively, or as an electrified version with 3 motors producing 761 hp under the Folgore trim.[63]
Maserati MC20
The Maserati MC20 is a 2-door, mid-engined sports car that debuted in September 2020. The car features a carbon fibre monocoque and a 3-litre V6 engine producing 630 horsepower.[61]
Maserati Grecale
The Maserati Grecale is a front-engine, five-door, five passenger compact luxury crossover SUV. Grecale shares the company's Giorgio platform with the Alfa Romeo Stelvio and the fifth generation Jeep Grand Cherokee. Available engines include 300 or 330 hp mild hybrid inline-four and a 530 hp V6 Nettuno engine for the Trofeo specification.[62]
Maserati GranTurismo
The Maserati GranTurismo is a grand tourer introduced in 2007. The GranTurismo has a 4.7-litre V8, rated at 460 PS in Sport trim and for the MC Stradale. A convertible (GranCabrio) version is also available in standard, Sport, and MC models. The final production year for the Maserati GranTurismo was scheduled to be 2014, and its position would be succeeded by Maserati Alfieri.[43] Production continued until 2019, with final example called Zéda rolled off the line. The current 2nd generation GranTurismo was revealed online in 2022 and production commenced in April 2023. It comes with either a 3-litre V6 engine, shared with the MC20, albeit detuned to 483 and 542 hp for the Modena and Trofeo trims respectively, or as an electrified version with 3 motors producing 761 hp under the Folgore trim.[63]
Sales history
Annual Maserati shipments to sales network (number of type-approved vehicles)
In 1937, Maserati was acquired by Modena-based entrepreneur Adolfo Orsi, who in 1939 moved the headquarters from Bologna to Modena, where they remain today. The three brothers remained with the company under Orsi's direction for another 10 years in the engineering department. Adolfo Orsi moved the production of Maserati cars from Bologna to Modena in 1940, close to his steelworks and his spark plug factory.
It was precisely in those years, 1939 and 1940, that Maserati won the Indianapolis 500-Mile Race.Wilbur Shaw won driving a Maserati 8CTF named the 'Boyle Special'.
Since the early 1950s, Maserati has participated in numerous competitions through its sports division Maserati Corse, initially competing in Formula Grand Prix, then in Formula 1, where it won two Formula One World Drivers' Championship, but also in Endurance races until the end of the 1960s.Only in 2004 did Maserati return to compete in an official championship, specifically in the FIA GT Championship with the Maserati MC12, developed based closely on the Ferrari Enzo.
Maserati has been competing in Formula E since 2022 and in the GT2 European Series since 2023.
It was a six-cylinder coupé, with modified Biturbo underpinnings dressed by new Gandini bodywork (toned down from the Shamal) and the latest evolution of the 24-valve twin-turbocharged V6 with record breaking specific output.
The underpinnings of the stillborn Chubasco gave birth to the Maserati Barchetta, a small open top mid-engine sports car styled by Synthesis Design's Carlo Gaino.[25] a one-make racing series was held in 1992 and 1993, using the Barchetta Corsa racing version; the road-going Barchetta Stradale was never put into production.
Just 17 units of the Barchetta were produced.
Between 1992 and 1994, all models save for the Ghibli and Shamal were progressively discontinued.
Abarth stayed under Wester's leadership until 2013, leaving Maserati and Alfa Romeo in the brand group, led by Wester.
Although Maserati and Alfa Romeo are in a brand group, Alfa Romeo is structured under FCA Italy S.p.A., which itself is structured under FCA, whereas Maserati is structured solely under FCA.
In addition, in an interview with Wester in 2015, he clarified that his "role at Maserati is different from that in the Alfa Romeo as the latter is better integrated into the Fiat Group" and that "the new Alfa car won't share any parts with the current Maserati model. I'm not planning any technical merging of these two makes."[40]
In 2013, Maserati started its expansion with the Quattroporte VI, which was designed to better compete with the Mercedes-Benz S-Class.This was followed by the introduction of the Ghibli, which was slated to compete against the Mercedes-Benz E-Class and the BMW 5 Series.
Maserati sales in 2013 was 15,400 units, which is up from just over 6,000 units worldwide in 2012 (2013 included the release of the new Quattroporte and Ghibli towards the end of the year, and thus the first year to fully represent the sales inclusive of these models is 2014).[43] In May, 2014, Maserati sold a company record of over 3,000 cars worldwide, causing them to increase production of the Ghibli and Quattroporte.[44] For that same month in the United States, Maserati sold 1,114 vehicles, which is up 406.19% over the same month in the previous year in the United States.[45] Maserati's best month of sales in the United States was September 2014, with 1,318 units sold.[46] The month in 2014 where the increase on sales for the same month of the previous year was the highest was May, with a volume increase of 406.19%.[46] The sales target for 2018 was 75,000 units worldwide.[43]
2014 marked a historic record of 13,411 total units sold in North America for the year, a 169% increase versus 2013, boasting the highest-ever overall sales year for Maserati North America, Inc.[47] Worldwide, in 2014 Maserati sold about 36,500 cars, a 136% increase over 2013.[48] Harald J. Wester stated that Maserati would not surpass the 70,000 sales per year mark, and that Maserati would maintain its current position in the higher end of the luxury sports car market, rather than expanding downmarket and making vehicles smaller and less expensive than the Ghibli and Levante (such as those similar to the Audi Q5 and Mercedes-Benz C-Class), as other FCA brands, specifically Alfa Romeo, are in those market spaces.[40]
Since 2009, Marco Tencone was the head designer of Maserati cars, although, in late 2015, he was announced as remaining in executive positions at Lancia and FIAT only.[49]
, the CEO of Maserati, relaunched the brand through a commercial policy aimed at building customer loyalty, drawing on the brand's glorious history in races
In 2025, Maserati unveiled at the Goodwood Festival of Speed the Maserati MCPura based on the previous Maserati MC20, but with minor styling changes, including redesigned front and rear fascias and slightly modified driver and passenger seats.
It is expected to begin production in 2026 and will replace the MC20.
As for the MC20, the MCPura is also available in the Cielo version, an open-top variant.
Furthermore, the customization program developed by Officine Fuoriserie also continues for the MCPura.
