Is FCA’s Poseidon Adventure approaching its climax?
Last week, we examined FCA’s stewardship of Maserati and concluded that under the leadership of former CEO, Sergio Marchionne, several significant mistakes were made. Now that the carmaker is being lead by a newly constituted management team, what fate lies in store for the Trident of Bologna?
As has been reported, Maserati has seen a torrid 2018, shedding volume, margins and becoming an increasingly onerous drain upon the FCA business. At the end of October, as part of their responsibility to Continue reading “Fontana di Nettuno”
Maserati’s cornerstone product also happens to be its oldest, and by some margin. Where now for the GranTurismo?
Prior to his untimely demise, former FCA helmsman, Sergio Marchionne was frequently characterised as a heartless technocrat entirely lacking in marque fealty. It was a narrative he did little to disavow and while the truth may not have been quite as cut and dried as his many detractors alleged, there can be little doubt that he was a gimlet-sharp pragmatist who would employ all tools at his disposal to Continue reading “L’anima di Tridente”
It’s time for yet another SUV. And yet another object lesson in why either the modern automobile or myself has lost the plot.
This time, it’s Maserati’s turn to ‘go Sports Utility’. Which isn’t so terrible in itself – after all it’s a clear case of ‘join ’em in the chorus or die singing your own melody’, but the resultant car, dubbed Levante, is as disappointing as it is dull.
I’ve had the pleasure of seeing the car in the metal (and in quite dimly-lit circumstances) at its unveiling at a local prestige car dealership, which made for an interesting study on the people the Levante has been designed for. Continue reading “Smelling The Wind Of Change”
Wind of change: As Maserati finally reveals its commercially critical SUV in production spec, we take another look at a distant ancestor: 2003’s Kubang concept.
The Levante has been a long time coming. How long? Well, it’s been thirteen years since Maserati first dipped a hand-tooled loafer in the crossover stream. In the intervening period that’s become a raging torrent, possibly explaining the tougher-looking, higher-riding vehicle we can see and purchase, subject to the mercurial whim of FCA’s masters.
In that time, there’s been two concepts named Kubang to speculate over, the first of which is this 2003 effort, created at a period when Maserati was being reinvented under the auspices of Ferrari’s Luca di Montezemolo; the prancing horse having assumed full control of the Tridente in 1999. Continue reading “Parallel Universe Levante”
It’s probable Frank Sinatra’s 1966 standard, ‘That’s Life’ currently plays on repeat at Trident Towers, given Maserati’s latest reversal of fortune. But how bad is it looking for Modena’s second son?
A year ago, we reportedon Maserati’s unexpected sales success with an element of scepticism, but for a brief time it appeared as though CEO, Harald Wester’s plans for the Trident were working. With plans for additional new models including the now ubiquitous SUV, volumes in the region of 75,000 per annum by 2017 looked entirely feasible; catapulting Maserati into the luxury car mainstream while creating a buffer for FCA’s loss of Ferrari revenues. But since spring, reports have hinted at slowing demand which a recent Automotive News piece appears to confirm. Continue reading “Maserati: Flying High in April, Shot Down in May”