Maserati can be salvaged according to new CEO

New Maserati CEO, Santo Ficili, has insisted that Maserati can be saved. He is aiming to improve the brand’s cars and marketing, and energising the dealers in a bid to return to profitability. No small task then.

Ficili took over last October following the firing of ex-CEO Davide Grasso. Maserati’s poor performance was due, evidently, to poor marketing.

In an interview at the Brussels motor show Ficili told Autocar UK “It was not an easy job to do but it is a fantastic brand” that can still prosper.

“I’m super positive because of the legacy of the brand” he said.

Maserati sold 8600 cars in the first nine months of 2024, compared with more than 20,000 in the same period in 2023.

Revenues more than halved. In the first half of 2024, Maserati was over €80m in hock. 

Ficili, who is also responsible for Alfa Romeo, said he is building a strong new team to run the brands. He is also improving “product competitiveness”, including specification and pricing. 

He said better marketing is a necessity, getting closer to customers.

And finally the dealer network needs a gee-up. Ficili hopes to return Maserati to profitability in 2025 but says it may take longer. He wants to “change the trajectory” of the brand.

He also confirmed that he would look to cut costs and ensure the right investment. 

Check out our review of Maserati Grecale Trofeo here.

Ficili wants to explore entry into other markets as a way to increase Maserati’s footprint and sales.

“We need to sell, to make more volume, to save the economic result, and we can then reinvest for new models in the future.”

Ficili said the brand would relaunch the new Grancabrio this year after poor sales last year. 

Maserati’s Formula E racing team is also under review, and will likely be shelved.