Towards the end of ANE’s article is this bit: “Former FCA CEO Sergio Marchionne’s 2014-18 business plan for Maserati envisioned full-year vehicle sales of 75,000 units in 2018.” And I notice that in 2017 Alfa Romeo sold about 86,000 cars. FCA’s new boss, Mr Mike Manley has conceded that when Maserati was bundled with Alfa Romeo it ended up being treated like a mass market brand. By that he meant its interests were placed second to Alfa Romeo and there was not enough focus on the brand.
Also, I might add, trying to sell nearly as many Maseratis as Alfa Romeos does somewhat take the exclusive aura off the cars. My understanding was that Maserati was supposed to occupy a place somewhere above Alfa Romeo and somewhere below Ferrari. Data shows that in 2017 Ferrari sold around 8000 cars. That figure plus Alfa Romeo’s would indicate to me that Maserati ought be in between the two volumes, selling something like 20,000 cars and probably not much more.
What do Maserati sell? They have five models ranging from the 52K Ghibli (did you know it cost that much?) to the 100K plus GranTurismo (in convertible form). It doesn’t look a lot like they will break the 50,000 unit mark. Right now they have too many models and not enough volume.
It gets worse: “According to FCA’s 2014-2018 plan, Maserati was supposed to add three models to the current lineup: the Alfieri coupe and convertible, replacing the GranTurismo and GranCabrio, and a sixth specialty model.”
Luckily “….none of them have been launched. FCA’s latest 2018-22 plan includes the two Alfieri cars, plus the addition of a midsize SUV and the electrification of the product range”. I would suggest Maserati needs three models: the Levante, the QP and a GT.
It would seem that not only was Maserati expected for sell in the volumes expected of Alfa but was also subject to the same kind of vapourware announcements that have dogged Alfa since, oh, 1993? TG reported earlier this year the latest instalment of Alfa Romeo’s earnest hopes for the future: seven “new” models.
Those are the Giulietta MCA, a CUV, Giulia MCA, Stelvio MCA and LWB, an E-UV (a Stelvio with Duracells, I expect), and a sport car thingy. I mention all that to put Maserati’s plans into perspective: that is quite a lot of new product for two firms who together struggle to sell 100,000 units a year. Mitigating that, “MCA” just means facelift. Hey ho.
(Because this is DTW and we have our tics: Lancia sold 60,000 Ypsilons in 2017 and Lancia will still outsell Maserati in 2018, with one old model in their catalogue.)
Readers will be asked to recall the time when Maserati was paired with Ferrari, which made a lot more sense. Ferrari was supposed to make 2-door cars and Maserati supposed to make mostly four-door cars. They would have been allowed one GT in the style of 3200 GT at or near Jaguar price levels. That plan dissolved at some point. I suspect that Sergio Marchionne really was not paying enough attention on the afternoon Maserati changed tracks from exclusive/luxury to “premium”.