Maserati’s Makeover: Can Filosa’s Plan Pull the Trident Out of Trouble?
By Team Dailyrevs June 7, 2025
Sales have cratered in multiple markets
Stellantis is finalizing a new industrial plan
Maserati and Alfa Romeo are top priorities under Filosa
Sales Collapse Sparks Urgency
Current data shows Maserati with less-than-stellar prospects. Sales in several regions have dropped precipitously, with analysts citing over-reliance on older models, uneven dealer performance, and poor coordination of brand strategy. Although the MC20 generated some welcome attention, the rest of the lineup hasn't been keeping pace in a segment that's both moving toward electrification and personalization at a quickening pace.
Filosa isn't ignoring it. He's embracing the problem with a new industrial and commercial plan reportedly in the final stages of internal approval. The strategy, according to reports, will be made public in full in the coming weeks.
What We Know About the New Business Plan
Though Stellantis has remained tight-lipped about the finer points, insiders expect the plan to refocus Maserati’s product strategy, tighten the dealer network, and accelerate development of electrified models.
One potential focus is a restructuring of production, likely centered around platforms shared with other Stellantis brands—but refined to preserve Maserati’s performance DNA. A refresh of the Grecale and Levante is rumored, as is a stronger EV presence anchored by the GranTurismo Folgore.
Alfa Romeo: A Parallel Story
Maserati is not alone in this rebranding. Alfa Romeo is also on Filosa's list. Originally the darling of enthusiast drivers, the brand has floundered on inconsistency and minimal model diversity beyond the Giulia and Stelvio.
Filosa has suggested that the Alfa-Maserati affiliation will change—not consolidate—but reflect common aspirations under Stellantis's international strategy. Both are set to gain more integration of resources while holding on to their distinctive identities.
The CEO's Mission: Filosa's Fiat Firepower
Filosa is not new to complicated brand turnarounds. Having headed Fiat operations in Latin America, he has a record of practical innovation—a commodity Maserati desperately requires.
He recently declared that both Alfa Romeo and Maserati "warrant a strategy that honors their heritage but also looks to what's next." In light of that, the future plan is poised to bring more than product—it's about trust, continuity, and long-term relevance.
Market Skepticism—and Hope
Despite the ambition, there’s skepticism. Automotive insiders have noted that Stellantis has yet to prove it can breathe new life into luxury marques on the scale of its European mass-market success. Maserati’s historical inconsistency hasn’t helped.
But others believe this is the ideal storm for a do-over. With iconic brands such as Jaguar already fighting to justify full-EV pivots and Lexus getting ready to electrify its reinvention, Maserati has a short window of time to leapfrog—if the product, price, and brand story all come together.
What Success Might Look Like
Success in this case won't be defined by a single turn-on-your-head model or a Q4 sales spike. For Maserati, it will mean sustained margins, a definite brand voice, and cars that compete not just with Porsche and BMW, but with relevance in the luxury EV category.
For Alfa Romeo, that means forging a path that does more than echo Italian retro, but boldly claims territory in the compact premium segment the Germans now own.
The Bottom Line
Maserati has been here before, balancing icon and afterthought on a tightrope. What's new this time is the leadership. With Filosa at the wheel, and a cohesive Stellantis machinery supporting the plan, this might be the best chance the brand's had in years.
If the industrial strategy pays off, we might finally cease saying "Can Maserati be saved?"—and begin saying "Why did we ever have any doubts at all?"
Source : Reuters