Maserati’s Lifeline: How Alfa Romeo’s Passion Could Save the Trident

In the ever-shifting landscape of luxury automotive brands, few names carry the weight of history and mystique like Maserati and Alfa Romeo. Both Italian icons, both struggling under the Stellantis umbrella, and both searching for a way to remain relevant in a world increasingly dominated by electrification, software, and soulless efficiency. But what if Maserati’s salvation doesn’t lie in reinventing itself—but in rekindling its bond with Alfa Romeo?

Recent developments suggest that this isn’t just romantic speculation. Executives from both brands have hinted at a deeper collaboration, one that could result in a shared supercar project, a unified design philosophy, and perhaps even a return to the kind of visceral driving experience that made Italian cars legendary in the first place2.

🏎️ A Shared Legacy, A Shared Future

Maserati and Alfa Romeo aren’t strangers to collaboration. Their shared history includes icons like the Alfa Romeo 8C Competizione and Maserati GranTurismo, both built on common platforms and assembled in Modena. The 4C, Alfa’s mid-engine sports car, borrowed heavily from Maserati’s engineering know-how and was even produced in Maserati’s specialized facilities.

This isn’t just badge engineering—it’s a shared vision. Both brands have long championed the idea that cars should stir the soul, not just satisfy spreadsheets. And now, as Stellantis looks to streamline operations and cut costs, the idea of these two marques joining forces again is more than nostalgic—it’s strategic.

🔧 The Manual Supercar That Could Change Everything

At the 2025 Goodwood Festival of Speed, executives teased a new collaborative supercar project: a manual, internal combustion engine vehicle that could be the last of its kind. In a world where paddle shifters and electric motors dominate, this car would be a defiant throwback to the golden age of driving.

With a projected price north of €250,000 and limited production, this supercar wouldn’t be a volume seller—but it could be a halo product. A statement. A reminder that Maserati and Alfa Romeo still know how to build machines that make hearts race and palms sweat.

The Alfa Romeo 33 Stradale, a recent homage to Italian design purity, and the Maserati MC20, a carbon-tubbed V6-powered beast, offer a glimpse into what this collaboration could yield. Both cars share more than just corporate DNA—they share a philosophy. And that philosophy might be Maserati’s ticket out of irrelevance.

📉 Maserati’s Struggles: A Brand in Need of Revival

Maserati’s recent performance has been troubling. Sales dropped by 57% last year, with just 11,300 cars sold globally. The brand’s identity has become muddled—caught between luxury and performance, tradition and innovation. Its lineup, while competent, lacks the emotional punch that once defined the Trident.

Meanwhile, Alfa Romeo isn’t faring much better. Deliveries fell nearly 20% in 2024, and the brand is struggling to develop hybrid powertrains for its next-gen models. Both marques are in dire need of a spark—and that spark might come from each other.

🤝 Beyond Cars: A Strategic Alliance

The collaboration isn’t limited to vehicles. Stellantis is reportedly considering a broader partnership between Alfa Romeo and Maserati that includes shared platforms, dealer networks, and even organizational structures. This could lead to significant cost savings and operational efficiencies—critical for survival in today’s competitive market.

Consulting firm McKinsey & Co. has been brought in to advise on how the brands can weather U.S. tariffs and explore partnership opportunities. With 35–40% of Maserati’s sales coming from the U.S., success in that market is vital. A joint strategy could help both brands navigate regulatory challenges and consumer expectations more effectively.

🔥 Why Alfa Romeo Is Maserati’s Best Hope

Alfa Romeo brings something Maserati desperately needs: passion. While Maserati has leaned into luxury and refinement, Alfa has remained stubbornly emotional. Its cars may not always be the most practical or reliable, but they’re rarely boring. That spirit—raw, irrational, and deeply Italian—is what Maserati must recapture.

By aligning with Alfa Romeo, Maserati can tap into a design language, engineering ethos, and brand identity that resonates with enthusiasts. Together, they can build cars that aren’t just competitive—they’re compelling.

🏁 Final Thoughts: A Renaissance in the Making?

Maserati’s salvation won’t come from chasing Tesla or mimicking BMW. It will come from remembering what made it great in the first place—and that memory lives in Alfa Romeo. A shared supercar project, deeper collaboration, and a renewed focus on emotional design could be the beginning of a renaissance for both brands.

In a world of algorithms and autonomy, the roar of a hand-built Italian engine and the click of a manual gearbox might be exactly what the industry—and the enthusiasts—need. And if Maserati and Alfa Romeo can deliver that together, they won’t just survive. They’ll inspire.