Tariffs, Turmoil, and Tough Decisions: Can Stellantis Keep Alfa Romeo and Maserati Alive?
By Team Dailyrevs April 9, 2025
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Trump’s 25% tariffs are directly impacting Stellantis, especially Alfa Romeo and Maserati, which lack U.S.-based production.
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Stellantis has hired McKinsey to explore options including partnerships or even divestment of Maserati.
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A possible breakup between Alfa Romeo and Maserati looms, with no clear path forward amid steep losses.
A Crisis in the Making: The Numbers Tell the Story
Stellantis, the multinational automaker behind 14 global brands, is navigating one of the roughest patches in its short but turbulent history. A 25% tariff imposed by former U.S. President Donald Trump on imported vehicles has added substantial weight to an already burdened portfolio. The immediate fallout? A dramatic reconsideration of what to do with two of its most iconic Italian marques: Alfa Romeo and Maserati.
Let’s talk numbers. In 2024, Alfa Romeo managed just 8,865 units in the U.S., a near-20% drop year-over-year. Maserati, meanwhile, sold 11,300 vehicles globally, with 4,819 of those in the U.S.—a market that now looks borderline hostile to them. And with no production footprint in North America, every single unit from both brands faces the full brunt of the 25% tariff.
McKinsey Steps In
This isn’t just about disappointing sales. Stellantis has brought in McKinsey & Company—one of the world’s most formidable business consulting firms—to provide strategic insights. A spokesperson confirmed the engagement, stating:
“McKinsey has been asked to provide its considerations regarding the recently announced U.S. tariffs for Alfa Romeo and Maserati.”
That’s a very deliberate choice of words. No mention of electrification timelines or product launches. This is about survival.
Behind the Curtain: What’s Being Considered
Sources close to the matter, including reports from Bloomberg and Automotive News Europe, suggest that all options are on the table, including:
| Option Considered | Description |
|---|---|
| Brand Split | Maserati and Alfa Romeo could be split up, breaking their perceived synergy. |
| Sale of Maserati | Long a subject of speculation, a Maserati sell-off—especially to Asian automakers—is reportedly under early discussion. |
| Partnerships | Collaborations with foreign (possibly Chinese) automakers to access new tech or share costs. |
| Complete Overhaul | Future product strategies, especially Maserati’s canceled MC20 EV, may be rewritten entirely. |
But not everything is speculative. Maserati CEO Santo Ficili recently weighed in, stating emphatically that John Elkann “wouldn’t sell to China.” That might limit Stellantis’ pool of potential partners but also reinforces the emotional and strategic value these brands still carry internally.
What’s at Stake
The broader picture is equally grim. Stellantis’ North American operations saw a 25% drop in sales and a 70% hit to net profits in 2024. Layoffs affecting 5,400 workers and temporary plant shutdowns have already begun in the U.S., Canada, and Mexico.
And while Maserati and Alfa Romeo make up only a slice of the Stellantis empire, their failure—or forced restructuring—could set a dangerous precedent for how legacy brands survive in the face of political headwinds and economic nationalism.
The Road Ahead
Next-gen versions of the Stelvio and Giulia are in development, but don’t expect them until at least 2027. Meanwhile, Maserati’s ambitious electrification journey has already stumbled—its $1.6B investment into EV development was quietly scrapped.
The message from Stellantis is clear: these brands are in critical care, and McKinsey is the surgeon called in to operate.