Managing 14 brands is no easy feat, even for a giant like Stellantis. And after a dismal first half of 2024, CEO Carlos Tavares dropped the bombshell: unprofitable brands might face the axe. Beyond the chopping block, some could be up for sale, and Maserati is leading the pack in search of new parents.

This isn’t just paddock chatter. Stellantis’ CFO, Natalie Knight, hinted at a possible future sale of Maserati. Her exact words? “There could be some point in the future when we look at what’s the best home for [Maserati].” This revelation came on the heels of Maserati’s woeful sales performance in H1 2024. By June, the iconic trident marque had sold just 6,500 cars, a nosedive of more than 50 percent compared to the 15,300 units moved in the first half of 2023.

Maserati, founded in 1914, has had more suitors than a Hollywood starlet. From Italian industrialist Adolfo Orsi to Citroën, de Tomaso, Chrysler, Fiat, and even Ferrari, the brand’s ownership has been a revolving door. Today, Maserati sits under the Stellantis umbrella, a product of the 2021 Fiat Chrysler Automobiles and PSA Group merger.

But the future is as murky as a Modena fog. According to Automotive News Europe, Maserati’s product pipeline is looking rather dry. Apart from the electric MC20 due next year, don’t expect any new models until 2027. The upcoming Folgore-badged supercar, though electrifying, won’t likely turn the tide, being a high-priced niche offering.

Finding a new home for Maserati won’t be a cakewalk. The brand has been limping along for as long as we can recall. Prospective buyers might not be lining up to rescue the Modena-based icon. Could Ferrari, who once had full control between 1999 and 2005, be tempted to play savior again? 

The Prancing Horse is galloping stronger than ever, potentially in a position to breathe new life into its old ally. However, with Maranello’s focus firmly on its electric future, this might not be the ideal moment for another reunion. 

The road ahead for Maserati is uncertain, and whether it can find a buyer willing to invest in its storied legacy remains to be seen.