Maserati Granturismo. Pixabay image.
Maserati is an Italian luxury car manufacturer that produces high-performance sports cars and grand tourers. The company was founded in 1914 in Bologna, Italy, and has a long history of producing some of the world’s most iconic and sought-after vehicles.
Operating as a subsidiary of the global automotive group Stellantis, Maserati focuses on the production of high-end sports cars, grand tourers, and luxury SUVs.
This article presents Maseratis’ worldwide vehicle sales and vehicle sales by country and region.
Keep in mind that the sale figures presented here are of retail basis. For a definition of how Stellantis measures its retail volume, you may find more information here: new vehicle sales.
Let’s take a look!
For other key statistics of Stellantis, you may find more resources on this page: Stellantis key stats.
Please use the table of contents to navigate this page.
Table Of Contents
Definitions And Overview
Insight & Summary of Observed Trends
Z1. Insight & Summary of Maserati’s Vehicle Sales By Country and By Region
Regional Sales
A1. Vehicle Sales Numbers from the U.S., Europe, China, etc.
Regional Sales Mix
A2. Vehicle Sales Mix from the U.S., Europe, China, etc.
Regional Sales Growth
A3. Vehicle Sales Growth from the U.S., Europe, China, etc.
Reference, Credits, and Disclosure
S1. References and Credits
S2. Disclosure
Definitions
To help readers understand the content better, the following terms and glossaries have been provided.
New Vehicle Sales: Stellentis defines its new vehicle sales as the sales of vehicles primarily by dealers and distributors or, directly by the company in some cases, to retail customers and fleet customers.
Sales include mass-market and luxury vehicles manufactured at Stellantis’ plants, manufactured by joint ventures and third-party contract manufacturers, and distributed under its brands. Sales figures exclude sales of vehicles that it contracts to manufacture for other OEMs.
While vehicle sales are illustrative of Stellantis’s competitive position and the demand for its vehicles, sales are not directly correlated to net revenues, cost of revenues, or other measures of financial performance in any given period.
For a discussion of Stellantis’ vehicle shipments that directly correlate to its Net revenues, Cost Of revenues, and other financial measures, you may visit this article: Stellantis vehicle wholesale.
FAQs
To help readers understand the content better, the following FAQs have been provided.
Why are Maserati’s sales on the decline globally?
Maserati’s global sales have been declining due to several key factors:
- Weak Brand Positioning: Stellantis CEO Carlos Tavares has repeatedly criticized Maserati’s marketing strategy, stating that the brand’s positioning is unclear and the storytelling is not effective. This has led to a diluted brand image, making it difficult for Maserati to stand out in the competitive luxury car market.
- Aggressive Dealer Discounting: Dealers, especially in China, have been offering significant discounts on Maserati models. This practice has tarnished the brand’s premium allure and has been a major factor in the sales decline.
- Reduced Model Lineup: Maserati has been working with a significantly reduced product portfolio. Three models ended production at the end of 2023, leaving the brand with fewer options to attract customers.
- Cost-Cutting Measures: Stellantis has implemented cost-cutting measures to refocus Maserati on profitability. While necessary, these measures have impacted the brand’s ability to innovate and attract customers.
- Competition: Maserati faces stiff competition from other luxury brands like Ferrari and Lamborghini, which have managed to maintain or even grow their sales. For instance, Ferrari delivered 13,752 vehicles in 2024, registering a slight growth of 0.7%, while Lamborghini sold 10,112 vehicles in 2023, marking an increase of 10%.
- Market-Specific Challenges: Maserati’s sales have declined significantly in key markets such as North America and Italy. In the United States, sales fell by 39%, while in Europe, the decline was 38%. Other European markets, such as Germany and the UK, also saw significant drops in sales.
- Production Issues: Maserati’s Italian factories have seen a dramatic reduction in production volumes. For example, the historic plant that used to produce models like the Ghibli, Quattroporte, and Levante now manufactures only GranTurismo and Grancabrio, with volumes dramatically reduced.
These factors combined have led to a significant decline in Maserati’s sales, with a 45% drop in 2024 compared to the previous year.
Insight & Summary of Maserati’s Vehicle Sales By Country and Region
The following analysis consolidates the trends observed across Maserati’s vehicle retail sales for the 2019–2025 period.
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Volume Collapse: A Brand in Structural Decline Maserati’s worldwide vehicle sales fell from 26,476 units in 2019 to 11,127 in 2025 — a 58% reduction over six years. The trajectory was not linear: after the pandemic-driven 2020 trough (17,166 units) and a strong 2021 recovery (24,269 units, +41.4%), volumes peaked again in 2023 at 26,689 units before entering a severe two-year collapse, falling -44.8% in 2024 and a further -24.4% in 2025 to reach the lowest level in the dataset. This is the most pronounced volume deterioration observed across any brand analyzed in this platform’s coverage, suggesting Maserati is navigating a product cycle gap or demand crisis distinct from broader industry cyclicality.
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China: The Epicenter of the Decline China has been the single most volatile and ultimately most damaging market for Maserati. Volumes there fell from a 2021 peak of 7,357 units to just 1,209 in 2024 — an 84% collapse in three years — before a partial rebound to 1,431 units in 2025 (+18.4%). China’s share of worldwide sales mix consequently swung dramatically, from 30.3% in 2021 down to just 8.2% in 2024, before recovering modestly to 12.9% in 2025. This pattern points to a severe and ongoing demand disruption in China specifically, likely reflecting both macroeconomic headwinds in the luxury segment and intensified domestic competition from Chinese luxury and EV entrants.
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Regional Mix: Europe and Other Countries Gaining Relative Share While every region has experienced absolute volume decline, the regional mix has shifted meaningfully. Europe (Top 4)’s share of worldwide sales rose from 16.5% in 2019 to 28.1% in 2025 — the only region to materially gain share — even as its absolute volume nearly halved over the same window (4,372 to 3,126 units). U.S./Mexico’s share fell from 30.6% to 25.7%, and despite a relatively resilient 2023 performance (+13.9%), the region posted its steepest declines yet in 2024 (-39.2%) and 2025 (-40.6%). Other Countries has remained the largest single bucket by share in recent years (around 25-27%), though its absolute volume has also roughly halved since 2019.
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2024–2025: A Synchronized Global Downturn What distinguishes the most recent two years is the breadth of the decline — every region posted negative growth in 2024, and four of five regions (all except China) posted negative growth again in 2025. This synchronized weakness across geographies, following a relatively strong 2023, suggests a structural rather than regional issue: an aging product lineup, the transition pains of electrification, and pricing or positioning challenges within the broader Stellantis luxury portfolio strategy.
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Structural Takeaway: Maserati’s trajectory represents one of the most severe volume contractions among major luxury automotive brands during this period, with worldwide sales nearly halving from 2023 to 2025 alone. The China collapse was the primary trigger of the 2024 decline, but the breadth of weakness across the U.S., Europe, and other markets in 2025 indicates the problem has broadened beyond a single market’s demand shock. Without a significant product renewal — particularly an answer to the brand’s aging core lineup and a credible electrification strategy — further volume erosion is the base case for 2026 and beyond.
The relative resilience of Europe’s mix share suggests it may be the most defensible market in the near term, while China’s modest 2025 rebound (+18.4%) offers a tentative signal that the worst of the China-specific collapse may have passed, though volumes there remain far below 2021 peak levels. Overall, Maserati’s near-term outlook depends heavily on whether Stellantis prioritizes capital and new model investment toward stabilizing the brand, given its now much smaller contribution to group volume.
The table below combines all key Maserati’s retail sales metrics into a single view for the latest three fiscal years.
Maserati Vehicle Sales — Averages (FY2023–FY2025)
| Region | 3-Year Average (FY2023–FY2025) |
|---|---|
| Vehicle Sales (Units) | |
| U.S./Mexico | 5,190 |
| Europe (Top 4) | 4,298 |
| China | 2,336 |
| Japan | 1,195 |
| Other Countries | 4,494 |
| Total Region | 17,514 |
| Vehicle Sales Mix (%) | |
| U.S./Mexico | 29.3% |
| Europe (Top 4) | 25.4% |
| China | 12.5% |
| Japan | 6.9% |
| Other Countries | 25.9% |
| Total Region | 100.0% |
| Vehicle Sales Growth (%) | |
| U.S./Mexico | -22.0% |
| Europe (Top 4) | -14.5% |
| China | -20.2% |
| Japan | -9.4% |
| Other Countries | -11.7% |
| Total Region | -18.4% |
Averages cover FY2023–FY2025. Sales rounded to nearest whole unit. Mix and growth rounded to one decimal place.
Vehicle Sales Numbers from the U.S., Europe, China, etc.
The definition of how Stellantis measures its retail volumes is available here: new vehicle sales.
Maserati Vehicle Sales — Averages (FY2023–FY2025)
| Region | 3-Year Average (FY2023–FY2025) |
|---|---|
| U.S./Mexico | 5,190 |
| Europe (Top 4) | 4,298 |
| China | 2,336 |
| Japan | 1,195 |
| Other Countries | 4,494 |
| Total Region | 17,514 |
Averages cover FY2023–FY2025. Sales rounded to nearest whole unit.
Vehicle Sales Mix from the U.S., Europe, China, etc.
The definition of how Stellantis measures its retail volumes is available here: new vehicle sales.
Maserati Vehicle Sales Mix — Averages (FY2023–FY2025)
| Region | 3-Year Average (FY2023–FY2025) |
|---|---|
| U.S./Mexico | 29.3% |
| Europe (Top 4) | 25.4% |
| China | 12.5% |
| Japan | 6.9% |
| Other Countries | 25.9% |
| Total Region | 100.0% |
Averages cover FY2023–FY2025. Mix rounded to one decimal place.
Vehicle Sales Growth from the U.S., Europe, China, etc.
The definition of how Stellantis measures its retail volumes is available here: new vehicle sales.
Maserati Vehicle Sales Growth — Averages (FY2023–FY2025)
| Region | 3-Year Average (FY2023–FY2025) |
|---|---|
| U.S./Mexico | -22.0% |
| Europe (Top 4) | -14.5% |
| China | -20.2% |
| Japan | -9.4% |
| Other Countries | -11.7% |
| Total Region | -18.4% |
Averages cover FY2023–FY2025. Growth rounded to one decimal place.
References and Credits
1. All financial figures presented were obtained and referenced from Stellantis’ quarterly and annual reports published on the company’s investor relations page: Stellantis Investor Relation.
2. Pixabay images.
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Disclosure
We may use artificial intelligence (AI) tools to assist us in writing some of the text in this article. However, the data is directly obtained from original sources (usually the quarterly and annual reports) and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.
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