The future of Maserati - my article for Magneto is…

I need all the hopium I can get to keep the brand alive and this fleet on the road...

Great article, as always, Nathan. And a better direction for the marque, hewing much closer to the identity the brand should have (in my opinion) than, say, an all-EV fleet...
 
Fingers crossed that this will happen as it all sounds so promising and very exciting too.
That's a Great article Nathan.
 
I can see how they try to differentiate from the competition. I think it makes sense and really hope it works. But are they going to take a year for a new car delivery?
 
The US has upended sales for all even the Germans. Big problem for all is demographics. Baby boomers selling their car collections and the kids not keen to buy, no money for new or as with all generations more interested in cars from their past. Small production might be a better bet but they also need to do better with their reputation for reliability, maintenance costs and long term support. Helping kids get into older car rebuilds with affordable parts, upgrades etc also builds on a desire to one day buy new. Young people driving old Maserati's is not a bad thing.
 
"We’re not chasing volume; we’re chasing excellence"

It's often been said that it was volume that kept the brand alive, but if you copy the opposition and get it wrong, as they did, then the writing's on the wall. That said, I did get a very nice QP from their efforts!

If Stellantis truly signs up to the new programme, and supports it, then I have more hope for Maserati's future than I've had for years. :)

It's a great article Nathan, and a most pleasing read.
 
At last. Finally a CEO that understands what makes a Maserati a Maserati. Building the cars at the Modena factory is crucial to this.

If they are going to charge what they’d like (and need) to charge, the cars need to feel special, and they need to make the client/owner feel that way to. And anchoring everything in Modena will help.

My retirement present to myself is planned to be an order for a new GT, visiting the factory (again) and specifying everything personally in the Fuoriserie section of the showroom. They need to make these visits feel like a special occasion. With a lunch. And wine.

In fact, they should try to use the Modena factory more in terms of client experiences, with more invitations and more events. It’s what helps build brand loyalty.

I’ll be back there next spring, for another Classiche Certification. But I’m hoping this time to take five classics, rather than just the one I took last summer. Plans are in progress, but there’s a way to go yet.
 
I think it’d be colossal mistake to expand the range above 3 cars. How can you say you want to move away from mass volume but increase the range of cars at the same time. Maserati still being Maserati I guess!!
 
Good article and logically the plan makes sense, they just need to deliver it and convince customer to buy into what we all have known Maserati is special and if the cars can align to the brand then we might have fewer around but around they will be
 
So to make sure that the wined and dined high-rollers are happy with the low volume exclusive marque, do they need to buy back and scrap all the ex-fleet diesel Ghiblis that are running around?
 
Ironically, Maserati are making the best cars but the still don’t sell. Yes, the world is screwed so it’s not all them.

That leaves price so yes volume required which is the tricky bit.

They have the cars. New GT is excellent, MC20 needs no introduction, Grecale is a cracking car and a new Levante in the pipeline, they have this spot on.

Lease out Grecale and Levantes, drop the GT to sensible level and the MC20 will take care of itself.

Or sell it to Ferrari is my best route for the brand.

Loving the article btw
 
Ewan said:
At last. Finally a CEO that understands what makes a Maserati a Maserati. Building the cars at the Modena factory is crucial to this.

If they are going to charge what they’d like (and need) to charge, the cars need to feel special, and they need to make the client/owner feel that way to. And anchoring everything in Modena will help.

My retirement present to myself is planned to be an order for a new GT, visiting the factory (again) and specifying everything personally in the Fuoriserie section of the showroom. They need to make these visits feel like a special occasion. With a lunch. And wine.

In fact, they should try to use the Modena factory more in terms of client experiences, with more invitations and more events. It’s what helps build brand loyalty.

I’ll be back there next spring, for another Classiche Certification. But I’m hoping this time to take five classics, rather than just the one I took last summer. Plans are in progress, but there’s a way to go yet.
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When are you thinking of going?
I was thinking of heading over to FuoriConcorso and then on to Modena in the Cup.

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MarkMas said:
So to make sure that the wined and dined high-rollers are happy with the low volume exclusive marque, do they need to buy back and scrap all the ex-fleet diesel Ghiblis that are running around?
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I think they’ll scrap themselves due to a mixture of a lack of specialists, sky high OMD labour rates and legislation
 
'they need to buy back and scrap all the ex-fleet diesel Ghiblis" Careful what you wish for. I seam to remember another Italian brand that did that and it didn't end well for them. What was it's name now, beta or something like that.
 
highlander said:
agree, nice article, especially interested to read they might consider a smaller coupe. The GT is an excellent car.........but it is BIG
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Living on SW London a bigger car is not practical for me plus the GT won’t fit into the garage. So I’m in if they manufacturer a smaller coupe :)
 
Could they compete with the likes of a Honda Civic Type R or Ford Focus RS. That's mass market or do you have something else in mind and as always would it clash with Alfa? Coupe/GT, Quattroporte and SUV done better with focus on reliability and long term support is their possible niche. The investment cost to compete with BYD Tesla etc on electric is lost and I see practicality issues with charging/power if we all switched. Resale is already an issue. Hybrid?
 
NZ320GTA said:
Could they compete with the likes of a Honda Civic Type R or Ford Focus RS. That's mass market or do you have something else in mind and as always would it clash with Alfa? Coupe/GT, Quattroporte and SUV done better with focus on reliability and long term support is their possible niche. The investment cost to compete with BYD Tesla etc on electric is lost and I see practicality issues with charging/power if we all switched. Resale is already an issue. Hybrid?
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The problem is that really the only brand with which it can share a high performing hybrid engine with is Alfa. And they don’t have the big volume sales to spread the development cost (like Bentley/Audi/Lamborghini). The Continental GT is doing a roaring trade right now, for example.


And you could throw Lancia in there but Maserati outsold Lancia last year…

The hybrid Tonale I drove last month was smoothly integrated, so the impetus is there.
But can it be applied to the Giorgio platform?
 
Nice article.

TBH Lancia is just about non existent with only one model derived off of another Stellantis product, same for FIAT.

As for Maserati, they're making sensible comments now imo. Competing with German brands is not an option nor trying to do what Ferrari or Lambo does, they should be looking at another market: classy, fast cars with a touch of exclusivity. Not as robotically perfect (and maybe a little mainstream) as the Germans that's for a different crowd, not as screamy or wild as Ferrari or Lambo, but just in the middle.

IMO they should find a balance in looks with an Italian flair, prices above main market but not in the super exclusive range, fast performance but not hyper car fast, emotion and above all good reliability.

Let's keep on hoping.
 
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