Italian luxury car manufacturer Maserati, a struggling brand under the Stellantis group, announced plans to enhance its customization services while also working on broader strategies for a comeback. Sales for the brand plummeted to 11,300 vehicles in the previous year compared to 26,600 in 2023, resulting in an operating loss of 260 million euros. Maserati's future initiatives, including new model releases, are currently being reassessed following a pause in the previous year.

Maserati's CEO, Santo Ficili, expressed the goal of reversing the negative trend and returning the brand to profitability gradually. Stellantis, which is in the process of finding a new CEO following Carlos Tavares' sudden departure, is facing pressure to streamline its portfolio of 14 brands, with Maserati often being rumored to be up for sale, a speculation Stellantis has consistently denied.

Ficili highlighted the brand's readiness to adapt to potential automotive tariffs possibly imposed by U.S. President Trump, emphasizing the significance of the American market. Maserati disclosed an investment of 11 million euros in a newly established division named "Officine Fuoriserie Maserati" at its Modena headquarters, aimed at catering to unique custom orders for paint and interior elements. The department head, Davide Baldini, outlined plans to boost customized orders to 20% of total production capacity, up from 12% the previous year, with a capability of crafting up to 24 personalized vehicles per day.