Maserati's Italian Revival: Stellantis CEO Drives New Strategy
Jun 05, 2025
Automotive Commerce & Tariffs
Maserati's Italian Revival: Stellantis CEO Drives New Strategy

Maserati unveils revival plan with new CEO Filosa, focusing on Italian heritage, electric future, and comprehensive quality improvements to restore its luxury appeal.

product portfolio
electrification strategy
Maserati business plan
Stellantis leadership
Antonio Filosa
Modena production
declining sales
luxury automotive
Italian heritage
dealer network
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Drivetech Partners

Maserati is poised for a comprehensive revival with a new business plan set to be unveiled after Antonio Filosa takes the helm as Stellantis CEO on June 23, 2025. The strategic overhaul comes at a critical time for the Italian luxury automaker, which has been grappling with declining sales, quality concerns, and product lineup issues that have tarnished its prestigious reputation.

Key Takeaways

  • Maserati's new business plan will launch after June 23 when Antonio Filosa assumes the Stellantis CEO position

  • Despite market speculation about a potential sale, the brand will maintain its Italian design and manufacturing heritage

  • The comprehensive strategy will address product development, dealer relationships, and service networks

  • Maserati plans to offer electric versions of all models by 2025, aiming to go fully electric by 2030

  • Production will return to Maserati's historic Modena hometown by the end of 2025 to reinforce brand identity

The Urgency Behind Maserati's Strategic Transformation

Maserati's upcoming business plan represents a pivotal moment for the storied Italian brand. CEO Santo Ficili announced this strategic shift at the Motor Valley Fest in Modena, emphasizing that the plan is in its final development stages. This comes after the previous industrial plan was suspended last year, leaving Maserati without scheduled new model launches—a dangerous position in the fast-moving luxury automotive sector.

The transformation couldn't come at a more crucial time. Declining sales and quality issues have fueled market speculation about Stellantis potentially selling the brand, despite categorical denials from the parent company. With approximately 30% of Maserati's sales generated in the United States, the brand also faces added pressure from U.S. tariffs that directly impact its business model.

Antonio Filosa: Steering Maserati's Future

The appointment of Antonio Filosa as Stellantis CEO brings 25 years of automotive expertise to Maserati's revival efforts. His previous roles as Chief Operating Officer for the Americas and Chief Quality Officer position him uniquely to address the brand's challenges. Ficili has expressed full confidence in Filosa's leadership, stating, "Antonio loves the brand; I am confident we will achieve great things."

Filosa will officially take the reins on June 23, 2025, with the immediate task of implementing the new business plan. His background in quality control appears particularly relevant given the quality concerns that have plagued recent Maserati models and contributed to their market struggles.

A Comprehensive Revival Strategy

The forthcoming business plan extends far beyond simply introducing new products. It aims to fundamentally redesign Maserati's relationships with dealers and service networks—critical touchpoints for luxury customers. Ficili has made it clear: "We have a clear vision of what we want to do, and we hope to be ready very soon."

Key elements of the strategy include:

  • Introduction of new products beyond the current lineup

  • Comprehensive quality improvement initiatives

  • Return to auto shows and driving events to reconnect with customers

  • Shift of production back to Maserati's historic Modena hometown by the end of 2025

  • Reinforcement of the brand's Italian design and manufacturing heritage

A dramatic side profile of the sleek Maserati GranTurismo in Rosso Potente (deep red) positioned in front of the historic Maserati factory in Modena, Italy, with soft golden sunset lighting highlighting the car's elegant curves and trident emblem.

Current Product Portfolio and Market Position

Maserati's existing lineup has struggled to captivate luxury buyers, contributing to its market challenges. The GranTurismo luxury-performance coupe returns for 2025 virtually unchanged after its 2024 reintroduction, while the GranCabrio and GranCabrio Folgore were introduced in June 2024. The Grecale SUV currently leads Maserati's commercial lineup with an expanded range for 2025.

The discontinuation of the Levante in 2024 has left a gap in the brand's portfolio, though some inventory may remain at U.S. dealers. This lackluster product lineup has been identified as a key factor in the brand's declining sales and will be a primary focus of the new business plan.

Electrification: Powering Maserati's Future

Electrification stands at the center of Maserati's revival strategy. The brand has ambitious plans to offer battery-electric versions of all its models by the end of 2025, with a goal to become fully electric by 2030. The GranCabrio Folgore showcases this electric future with its impressive 1,200-hp all-electric drivetrain featuring cutting-edge 800-volt technology.

Maserati's electric models utilize an advanced three-motor configuration—one in front and two in the rear—enabling precise torque vectoring for enhanced performance. This electrification strategy is crucial to Maserati's future positioning in the luxury market as premium buyers increasingly demand sustainable yet high-performance options.

Reinforcing Italian Heritage and Craftsmanship

At the heart of Maserati's revival strategy is a renewed focus on its Italian identity. Ficili has emphasized that all Maserati vehicles will continue to be designed, engineered, and manufactured in Italy—a direct response to speculation about the brand's future under Stellantis ownership.

A behind-the-scenes view of Maserati's manufacturing facility in Italy showing skilled craftspeople hand-assembling the interior of a Maserati Grecale, with focus on the meticulous leather stitching and technical precision that defines the brand's Italian craftsmanship.

The shift back to production in Maserati's historic Modena hometown by the end of 2025 serves both practical and symbolic purposes. This move will reinforce the authentic Italian craftsmanship that has long differentiated Maserati from its competitors while creating a more direct connection to the brand's heritage.

The return to auto shows and driving events represents another effort to rebuild the emotional connection with luxury customers that has traditionally been a Maserati strength. By highlighting its Italian design, engineering, and manufacturing as core brand values, Maserati aims to recapture the distinctive appeal that set it apart in the luxury automotive landscape.

Global Organizational Alignment

To support the new business strategy, Maserati is aligning its global organizational structure. The brand's business operations are now divided into five regions: US & Canada, Europe, China, and a newly added Overseas region. This streamlined structure aims to better support the implementation of the new business plan across diverse markets.

Notably, Maserati isn't the only Stellantis luxury brand undergoing transformation. Alfa Romeo's business plan is also under revision, with 15% of its sales coming from the U.S. market. The McKinsey consulting firm has been brought in to advise on strategies for both Italian luxury brands, highlighting Stellantis' commitment to revitalizing these premium assets rather than divesting them.

As Maserati prepares to unveil its comprehensive business plan under Antonio Filosa's leadership, the automotive world will be watching closely to see if this storied Italian brand can recapture its former glory and secure its place in the evolving luxury landscape.

Sources

MarketScreener: Maserati to Unveil New Industrial Plan Soon, Says CEO
Finimize: Maserati's New Game Plan in Motion with Fresh CEO at Helm
IndexBox: Maserati's New Business Plan to Revitalize Luxury Market Position
Stellantis: Stellantis Announces Antonio Filosa, 25-Year Veteran of the Company, to Be Its New Chief Executive Officer
J.D. Power: What's New for the 2025 Maserati Models

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