Why can't Maserati do something like this?

[outrun]

We've had a good debate recently about the brand positioning strategy of Maserati - or perhaps the apparent total lack of positioning awareness. This is borne out by the delay/cancellation of the Alfieri programme, the decision to exclude UK Levante buyers from a petrol option, the lack of a high end 500+bhp Ghibli, no hypercar plans etc. The list gets longer every week.

I've heard all the stories of funding gaps, concentrating on Ferrari, trying to rebuild Alfa etc and none of them stack up. It is my humble opinion that Maserati are really lacking in focus and direction and a good example of this is here in the news today:-

http://www.autosport.com/news/report.php/id/123288/aston-martin-back-in-f1-with-red-bull

Aston Martin - who are not really any bigger than Maserati - have managed to tie up with Red Bull Racing on a new hypercar project which will see them build (they actually will) an amazing new halo product as well as see their name on the nose of a leading F1 car. It is this type of positioning that is catapulting the others away from our beloved marque.

We get a story about a new MC12 that lacks substance and backbone, not to mention a suitable chassis and drivetrain.

All we have is an on/off Trofeo series which does a handful of rich man's races that are not on TV and not supporting other major races, in the way that Porsche Supercup does for example.

Before too long, buyers like us who know Fangio, Surtees, Moss, Gurney and Maria Teresa de Fillippis where will be past it and buying comfy Jags. There will be no new buyers, no younger people who have aspired to a Maserati.

Discuss.

 

[midlifecrisis]

I think you answered it yourself, Maserati having been 'saved' almost 20 years ago by Ferrari/Alfa is now suffering because Alfa requires a 'big' car and a small sports convertible and Ferrari is being fattened for sell off.

When FIAT do sell of Ferrari, Maserati will be the natural successor in the FIAT line up to compete against Ferrari using the money from the sell off, till then it's just just limp along with the Ghibli/Levante/QP/GT

 

[Bianco]

Hang on!?? NO PETROL LEVANTE????

I must have missed this. I'm keen on the Levante but I don't want another diesel.

 

[Contigo]

Maybe Maserati needs yet another new owner to inject some fresh DNA into their product range, if history is anything to go by they have been in these "lulls" before and only under new ownership have they redeemed themselves with a fresh new range of cars.

It's certainly not going to be an Italian owner but there are plenty out there who could turn to marque around

 

[Contigo]

Hang on!?? NO PETROL LEVANTE????

I must have missed this. I'm keen on the Levante but I don't want another diesel.

Diesel only for UK market

US and ROW Petrol V6 and V8 (ultimately)

 

[urquattrogus]

Everyday I have to deal with Fiat industrial's short sightedness.

All sounds very familiar - no consistency in planning, or do something well and then for some reason stop it.

 

[Contigo]

Levante 3.0 V6 bi-turbo petrol, 345bhp, 6.0sec 0-62mph, 155mph, 249g/km CO2
Levante S 3.0 V6 bi-turbo petrol, 424bhp, 5.2sec 0-62mph, 164mph, 253g/km CO2
Levante D 3.0 V6 diesel, 271bhp, 6.9sec 0-62mph, 143mph, 189g/km CO2

 

[MrCoop]

As a nation, we are obsessed with diesel powered cars. Perceived fuel economy (only makes sense if you do more than 15,000 miles) and cheaper servicing etc. I think the switch over to diesel over petrol came out of the climate change drive and the target to lower carbon emissions.

They need a petrol Levante to compete with the RR Sport, Macan, SQ5 etc.

As for Maserati having a lack of positioning, I'd completely agree with this. In my simplistic understanding, it's all driven by return to shareholders and KPI's. Maserati can't afford to be a niche sports car maker and this was demonstrated by the launch of diesel versions of the Ghibli and QP. Trying to compete with the Germans in the executive market. I was shocked when I read Maserati would be launching diesel models into the mainstream market, just didn't make any sense to me.

 

[dem maser]

Levante 3.0 V6 bi-turbo petrol, 345bhp, 6.0sec 0-62mph, 155mph, 249g/km CO2
Levante S 3.0 V6 bi-turbo petrol, 424bhp, 5.2sec 0-62mph, 164mph, 253g/km CO2
Levante D 3.0 V6 diesel, 271bhp, 6.9sec 0-62mph, 143mph, 189g/km CO2

the S for me please......

 

[GeoffCapes]

We need a rich Chinese/Indian/Asian sugar daddy.

Jaguar/Land Rover got a rich Indian Sugar Daddy and look how they've prospered!

With the **** about to fall out of the Chinese industrial revolution the smart money will be pulling out of there and investing back in good old Europe manufacturing.

 

[conaero]

Its all about positioning, Maserati dont want to or are still not aloud to compete with Ferrari.

If they did, engines would be an issue dont you think.

Sad but true I feel still.

The odd one is Alfa thought, building cars that are faster than Maserati, now that does not compute???

 

[m1980k]

I have a simple plan. Everyone on SM places their car on the market at the same time, crushing residual values for Maseratis, leading to a collapse in the market for new models. Using the proceeds of these sales and a whip-round of all the wealthy gentlemen on here, we buy the company at a much reduced price as well as buying our cars back at depressed prices. I'll chuck some money into the consortium if I can be head of the modern classics sub division of the heritage division. First thing we'll offer is a carbon-bodied GS with a 4.7 engine. Bordeaux interiors only, of course.

Who's with me?

 

[m1980k]

On a more serious note, a struggling business will find it difficult to be ambitious. Developing more than one car at once is going to be a drain on cash flow. And if you're trying to survive, you're going to bet on more of a sure thing. Launching premium SUVs is a tried and tested way to make money; sports cars are more hit and miss. Although I actually think there is very little risk if you do anything properly - a good-looking sports car that's good to drive is almost guaranteed to sell. Even better looking than an F-Type, not a completely inferior driving experience when compared to the 911 and powerful engine? A surefire hit, you'd think. But then if you have a history of launching cars that get a couple of elements right but cock up one of the others (see initial 4200, GT 4.2, CC gearbox, etc, etc, etc, etc) then you might not want to get burned (or more it would be more accurate to say burn yourself) again.

 

[allandwf]

They have almost lost a generation who recall their motorsport pedigree, the youngsters I work with just see them as a designer/luxury brand. Personally I bought mine, and got into the marque based on history, motorsport, and cars I aspired to as a teen. They are in danger of losing that.

 

[whereskeith]

we have seen what happens when Maserati get a new owner that doesnt really have the knowledge and technology to run the company.
Personally I think they are better off where they are.. things will improve gradually, look at the progression over the last 15 years compared to the previous 20.

 

[outrun]

As a nation, we are obsessed with diesel powered cars. Perceived fuel economy (only makes sense if you do more than 15,000 miles) and cheaper servicing etc. I think the switch over to diesel over petrol came out of the climate change drive and the target to lower carbon emissions.

They need a petrol Levante to compete with the RR Sport, Macan, SQ5 etc.

As for Maserati having a lack of positioning, I'd completely agree with this. In my simplistic understanding, it's all driven by return to shareholders and KPI's. Maserati can't afford to be a niche sports car maker and this was demonstrated by the launch of diesel versions of the Ghibli and QP. Trying to compete with the Germans in the executive market. I was shocked when I read Maserati would be launching diesel models into the mainstream market, just didn't make any sense to me.

I fully understand the KPI and ROI element of what they are doing, what i'm saying is that they are missing the point of building the halo models and how these ultimately drive the ROI for the shareholders. Every club needs at least one world class player. He's overpaid, doesn't always perform but he drives the rest of the organisation in many ways.

 

[ChrisQP09]

Lets just crowd fund this and get the ball rolling, SM style

 

[urquattrogus]

Its all about positioning, Maserati dont want to or are still not aloud to compete with Ferrari.

If they did, engines would be an issue dont you think.

Sad but true I feel still.

The odd one is Alfa thought, building cars that are faster than Maserati, now that does not compute???

Depends how far back you go back, the Alfa 8C Monza etc sorted out the then Maserati's pretty well, and also helped to start out Scuderia Ferrari in the process.

 

[m1980k]

I fully understand the KPI and ROI element of what they are doing, what i'm saying is that they are missing the point of building the halo models and how these ultimately drive the ROI for the shareholders. Every club needs at least one world class player. He's overpaid, doesn't always perform but he drives the rest of the organisation in many ways.

Agreed. Porsche may make the Cayenne and Macan, but also the GT3, 918 etc. I'm convinced the Alfieri would sell Levantes (and Ghiblis).

 

[Andyk]

Funny the perception of the marque...Was talking to the security guard on work today...Had just got back from driving the BMW I8 and he asked me how it was. He said he would have an R8...I then said my passion is Maserati and he said why do you like them....He didn't get it...He said the GT looked and sounded nice but the rest of the range was just to compete with BMW....Oh dear....He did not perceive them as being special like a Ferrari or Aston Martin...

Here on the forum with live on the heritage and passion of the marque but most of the public don't even know about the heritage these days...........