Stellantis in talks with Huawei, JAC to revive Maserati

Stellantis ↗ 1.28% is in advanced negotiations with China's Huawei and JAC Group to forge a long-term industrial partnership aimed at reviving its struggling Maserati luxury brand, two sources told Reuters on Friday. The discussions, first reported by Italian financial daily Milano Finanza, center on integrating Huawei's Harmony Intelligent Mobility platform into Maserati vehicles, with the first jointly developed model targeted for production by the end of next year.qz+1

A Brand in Crisis

Maserati shipped fewer than 8,000 cars in 2025 and posted an adjusted operating loss of €198 million ($230 million), underscoring the depth of the century-old Italian marque's decline. The brand is scheduled to present its own long-term turnaround strategy in December.reuters+1

The proposed deal would assign each partner a distinct role. Maserati would lead vehicle configuration and international sales, Huawei would supply its digital architecture and connectivity systems, and JAC would handle engineering and manufacturing. The partnership could also include a dual-branding arrangement, with vehicles sold under JAC's Maextro luxury marque in China and under the Maserati name in other markets.clubalfa+1

Part of a Broader China Strategy

The Maserati talks fit within a wider pivot by Stellantis CEO Antonio Filosa, who earlier this year identified manufacturing tie-ups as a central pillar of the automaker's strategy. Filosa has already announced production partnerships with Chinese groups Leapmotor and Dongfeng as part of a €60 billion business plan through 2030. He said a new Maserati deal would lift output at the brand's Italian factories in Cassino and Modena, where underutilized plants carry heavy fixed costs.qz+1

Unanswered Questions

Key details remain unresolved, including whether production would take place in China, Italy, or both. Stellantis issued a guarded statement saying it "holds discussions with a range of industry players around the world on various topics, always with the ultimate aim of providing customers with the best mobility choices". Huawei and JAC did not respond to requests for comment.reuters+1