In a bid to revive the fortunes of two of Italy’s most iconic automotive brands, Stellantis has announced plans to deepen cooperation between Maserati and Alfa Romeo. The move comes after a dramatic 57% drop in Maserati sales last year, which saw the luxury marque sell fewer than 12,000 vehicles — sparking rumors about a potential sale that the company has since firmly denied.
Despite persistent speculation, Stellantis has made it clear that a merger between Maserati and Alfa Romeo is not on the table. Instead, the strategy is to foster operational synergy between the brands, both of which are facing significant headwinds in a rapidly evolving automotive landscape.
“Maserati is not for sale and will not be shut down,” a Stellantis spokesperson confirmed. “However, urgent action is needed.”
That action comes in the form of increased collaboration between Maserati and Alfa Romeo, which are geographically close — just 250 kilometers apart — and share similar technical and brand heritage. Santo Filici, who now heads both brands, revealed that the plan is currently under review and awaiting final approval from Stellantis’ new top leadership.
Executive Director Antonio Filosa is expected to meet with senior representatives from both brands on June 23 to formalize the initiative.
In an interview with Drive.com.au, Filici outlined the vision: the brands will jointly develop future models, aiming to reduce costs and improve operational efficiency. While a full-scale merger is off the table — Alfa Romeo being positioned as a “premium” brand and Maserati as a “luxury” marque — the collaboration is intended to “find synergies wherever possible.”
Industry watchers say the move reflects Stellantis’ broader efforts to streamline operations across its sprawling portfolio of 14 automotive brands. Former CEO Carlos Tavares previously acknowledged that while the product lineup was strong, poor marketing and unclear positioning contributed to Maserati’s decline.
In one high-profile example, the fully electric Maserati MC20 was recently canceled amid findings that affluent customers still strongly prefer combustion engines. Additionally, the next-generation Quattroporte, intended to replace both the existing model and the Ghibli, has now been delayed until 2028.
Alfa Romeo, meanwhile, is also navigating troubled waters. The new iterations of the Stelvio and Giulia — originally planned as EV-only vehicles — are being reengineered to include internal combustion variants. The shift follows a broader industry trend of backtracking from all-electric ambitions due to uncertain consumer demand and infrastructure readiness.
With the luxury and premium automotive segments under pressure from both macroeconomic headwinds and shifting technological demands, Stellantis’ gamble on greater cooperation between Maserati and Alfa Romeo may prove to be a crucial test of whether tradition and innovation can be reconciled to save two of Italy’s most storied car brands.
Source: Drive.com.au
