Maserati sales have plunged in the U.S., leaving much of the brand's dealer network facing an unprecedented lack of demand.
Maserati is facing serious challenges in the U.S. market. According to unofficial figures reported by Italian outlet Auto.everyeye, 60 of the automaker's 86 authorized U.S. dealerships reportedly sold zero vehicles in July 2026. Another 13 dealers sold just one car each, while four managed to sell two.
The situation looks particularly troubling against the backdrop of Maserati's weak global performance. The brand sold fewer than 8,000 vehicles worldwide in 2025, and its sales problems are now becoming increasingly visible in the U.S.
American auto dealer Chris Martinez, who has more than 20 years of industry experience, provided insight into the extent of the decline. According to Martinez, most Maserati dealers in the U.S. effectively went through July without meaningful sales.
Of the 86 authorized dealerships, 60 reportedly failed to sell a single vehicle. Another 13 dealerships ended the month with one sale each, while four dealers sold two vehicles apiece. That means the overwhelming majority of Maserati's U.S. dealer network recorded extremely limited activity.
It's important to note that these are unofficial figures and should not be treated as Maserati's final U.S. sales report. Even so, the numbers illustrate the scale of the demand problem facing the Italian luxury brand.
Weak demand is affecting Maserati's current lineup, which consists largely of expensive vehicles positioned in the premium segment. At the same time, the brand finds itself in an increasingly difficult position against competitors with more clearly defined identities.
Maserati now faces the challenge of redefining its place in the market. The brand has traditionally been associated with luxury, performance, and Italian heritage. However, its current lineup doesn't allow it to fully compete with Ferrari at the very top of the luxury market or Porsche in the sports-car segment.
Against this backdrop, there has also been speculation about a possible change in ownership. Stellantis, however, has repeatedly denied plans to sell Maserati and has said it intends to turn the brand around on its own.
The problems aren't limited to the U.S. Maserati vehicles are also attracting relatively few buyers in Italy, adding further pressure on the brand.
For now, it's unclear what measures could reverse Maserati's fortunes. But if weak demand continues in the U.S. and other key markets, Stellantis may eventually have to reconsider its strategy for the brand.