BYD wants Maserati, but Stellantis is keeping the Italian luxury brand close

Maserati is tempting, but not officially for sale

Automotive News writes that BYD is considering the purchase of Maserati as one possible strategic development option. The same report says there is no official confirmation of such a plan, while Maserati’s side stresses that the company is not for sale.

That distinction matters. BYD’s interest in European luxury assets does not automatically mean a takeover offer. According to Chinese media, BYD responded to speculation about buying Maserati on 21 May by saying the claim was false and merely a rumour. At the same time, the company confirmed that it is holding talks with Stellantis and other European manufacturers about taking over unused or underused factories.

BYD needs more than showrooms in Europe

BYD’s motive is easy to understand in business terms. According to Reuters, the world’s largest seller of electric cars is looking for production capacity in Europe and is discussing underused plants with Stellantis, among others. Such a move would help BYD expand its local footprint at a time when the rapid growth of Chinese carmakers in Europe has brought political tension and EU tariff disputes.

Maserati would give BYD something no new sub brand can create quickly: a century of history, European origin and emotional capital in the luxury market. BYD has technology and scale, but a true premium image cannot be built through battery know how, pricing or fast charging alone.

Maserati’s weakness feeds the rumours

Maserati’s problem is measurable, not merely reputational. According to Stellantis’s first half report, Maserati deliveries fell to 4.2 thousand cars in the first six months of 2025, down from 6.5 thousand a year earlier. Revenue dropped over the same period from €631 million to €369 million, while losses deepened from €82 million to €139 million.

Reuters previously wrote that Maserati sold 11,300 cars in 2024, compared with 26,600 a year earlier, and posted a €260 million loss. The same source noted that the planned electric version of the MC20 was cancelled because of weak demand.

That is why takeover speculation keeps circulating even when the companies deny it. A loss making luxury brand, a large parent group and a Chinese manufacturer with European ambitions form a logical narrative. That still does not make it a deal.

Stellantis is sending the opposite signal

Stellantis is not currently signalling that it wants to write off Maserati. In its new FaSTLAne 2030 strategy, the group says it wants to strengthen Maserati’s future as a pure luxury brand. Two new E segment models are planned and a more detailed roadmap should be ready in December 2026.

The wider group still needs sharp capital discipline. Stellantis reported €153.5 billion in revenue for 2025, down 2 per cent year on year, and a net loss of €22.3 billion. The company linked the loss mainly to €25.4 billion in special charges caused by a strategic reassessment.

The more likely scenario is cooperation, not a sale

Based on current sources, cooperation on production, platforms or electric technology looks more likely in the near term than a direct sale of Maserati to BYD. Stellantis has already shown that it is willing to make pragmatic deals with Chinese manufacturers, including Leapmotor in Europe and Dongfeng in China.

The conclusion is narrow, but clear. BYD is actively looking at assets and production capacity in Europe. Maserati’s weakness makes the brand vulnerable to speculation, but no official sale process was confirmed. If Stellantis cannot make Maserati’s new business plan credible quickly, the takeover rumours will return. Not necessarily because a deal is close, but because the market sees value in Maserati that its current owner has not yet managed to turn into money.