The future of Maserati - my article for Magneto is…

Great article! It looks like the marketing team has done their work at its finest!
It seems the perfect and logical move: low volume, high margin, bespoke, less China-dependent, and more resilient during a luxury slowdown.
The lesson taken from Porsche is probably guiding Maserati here, and this is likely their best move in the last 25 years.
It also resembles the path Bentley has taken.
Low volume, with a strong U.S, European, and Middle Eastern client base, and not depending on China as much as Aston Martin, for example. I hope Maserati doesn’t make Aston’s mistake of relying too heavily on heritage storytelling. Heritage alone won’t save a brand without flawless execution. If the product delivers true quality and craftsmanship, they could reposition themselves between Bentley and Ferrari.
To get there, the product won’t be enough. they need to build a world-class customer experience and make “Fuoriserie” the heart of the brand. They also need to solve their EV identity; the Folgore line should feel Italian, sensual, and crafted.
It’s time for Maserati to start reclaiming its old prestige.
 
This is all well and good but the online configuration for the Trofeo hasn’t worked for the last 3 days. You can spec a Modena but not a Trofeo….if basics like this can’t be sorted…..what hope for the rest of the plan?
 
Best of luck to them and they have some ground to cover to get back to a fair position.

They can't afford to be as agile as other makes so the cars need to be very good from the off.

We have seen Jaguar struggle to move on to a new audience with a range that was very similar to Maserati...so I'm keeping my fingers crossed that a used GT2 will not be financial suicide and parts for that and my current two remain available.
 
Devonboy said:
This is all well and good but the online configuration for the Trofeo hasn’t worked for the last 3 days. You can spec a Modena but not a Trofeo….if basics like this can’t be sorted…..what hope for the rest of the plan?
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But that's pretty much the same for many aspects of Maserati in recent years. A lack of dealers, lack of parts, warranty issues, disjointed marketing, and a laissez faire attitude from Stellantis pretty much sums up the whole episode.

This time it does seem as though there is a credible plan for the future; it can't be a quick fix so I wouldn't expect too much too soon, but if there's no tangible progress in the next two years there never will be and the only hope then is a sell-off.
 
I know spares for the older (and not so old car) and ongoing support has been lacking and has an impact on values and desirability.

Aston Martin are. It dissimilar- I am already reading that some parts like rear light clusters at already NLA and the car is only a 2015 Vanquish.
No coincidence that like Maserati the cars suffer massive depreciation and amazing cars can be had for “nothing” once they get to 20 year old.
 
Without a doubt if 'A' parts were available for past Maserati Cars, and 'B' at say VW prices wow! what a difference that would make

Instead we have salvaged parts, and the few parts available are at rip off prices, it really is a sad situation.

I am usually an optimist but in this case i do not see any change.
 
Before I bought mine, an Aston Martin engineer I know described Maserati as "the Italian Aston Martin". In terms of a niche to aim for, I think there's something in that! ETA... as Scaf said, 3 posts above!
 
Nayf said:
Here… https://www.magnetomagazine.com/art...-future-with-return-to-bespoke-manufacturing/

Went to Modena, was engaged in a Q&A…
Essentially a return to bespoke ordering rather than mass than chasing the mass market, potential new models (including a smaller Coupe and a Quattroporte), a renewed focus on Maserati Classiche and motorsport ambitions… Thoughts?
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Great article! I’ve been reading a number of pieces/watching a few videos and I think the new direction is Maserati’s best chance of staying afloat. It’s essentially what Steve Jobs did when he returned to Apple – cancelled development of a number of non-core products, pared down the product line, did some clever marketing (“Think Different”) and got back to basics.

You can only do mass market if enough people want your product. For a luxury car, that means it has be desirable and have cachet.

It pains me to say it, but some celebrity endorsements from younger “influencers” would also be helpful. Beckham is still prominent but probably doesn’t have huge sway over that successful 30-something demographic. No-one would deny that the Bond tie-in sells Aston Martins or that Kim Kardashian driving a Bentley doesn’t help their bottom line. Your Friends and Neighbours was good placement – although I’m not sure the boot popping up at random intervals was the best message to send out about reliability (although probably true) – and despite how much my wife likes Jon Hamm, he’s distinctly middle-aged (but still younger than me!).
 
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Oneball said:
Read something interesting today; from now on all parts for the Stellantis group including Maserati and Alfa will fall under Mopar
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Don't Stellantis group own Mopar? If so it would make some sense, but unless it improves the availability it makes no difference.
 
allandwf said:
Don't Stellantis group own Mopar? If so it would make some sense, but unless it improves the availability it makes no difference.
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Yes they do. Mopar stands for motor parts and was what Chrysler, Plymouth and Dodge parts were originally sold under. Thought it was interesting that they’d not gone with the Stellantis name.

Mopar EU | Genuine Mopar Car Parts & Accessories | Mopar® EU- EN

Mopar®, one stop solution for the genuine parts & car accessories of all Stellantis Brands. Mopar Parts are equipped with each vehicle’s specifications and design.
www.mopar.eu www.mopar.eu
 
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