Stellantis Shifts Maserati Production Back to Modena in Brand Revamp

Stellantis (NYSE: STLA) announced it will relocate Maserati sports car production from the Mirafiori plant in Turin to Modena by year-end. The strategic move marks a return to the luxury brand’s roots as Maserati’s hometown of Modena—located in Italy’s renowned “Motor Valley”—houses its historic headquarters and sits near iconic manufacturers like Ferrari and Lamborghini.

The decision follows a challenging period for Maserati. Its business plan and future model launches have been under review after being paused last year. Stellantis aims to revive the brand’s prestige by centralizing production of the GranTurismo and GranCabrio models in Modena, boosting local output and aligning the marque with its performance heritage.

Meanwhile, Mirafiori is set to begin producing a hybrid version of the Fiat 500 city car later this year. The hybrid launch is seen as a crucial step to revive activity at the Turin plant, which has suffered repeated production halts due to weak demand for the fully electric Fiat 500.

Italian labor unions FIM, UILM, Fismic, UGLM, and AQCFR welcomed the move as a positive step for Modena but urged Stellantis to assign more mass-market vehicle production to Mirafiori to secure its long-term viability.

As Stellantis reshapes its global manufacturing footprint, the Maserati move reflects both an effort to reinvigorate an iconic Italian brand and optimize production efficiency amid shifting consumer trends. The company continues to navigate the delicate balance between luxury performance branding and sustainable industrial output across its European plants.