This latest turnaround plan for Maserati is certainly not lacking in ambition, to say the least.
Multi-billion-euro investment in facilities and all-new models, including electric cars, would be a big ask for even the world’s largest car makers, let alone one that didn’t even sell 40,000 cars last year. So, is this one to file into ‘we’ll believe it when we see it’ or one to heartily congratulate and praise the logic of?
Maserati is trying to cover a hell of a lot of bases. It’s not simply launching a sports car, but one with petrol power, one with electric power and an open-top version of both. It’s also planning an additional SUV model when it hasn’t exactly set the world on fire with its first, the Maserati Levante.
All while its existing models are being replaced, gaining an expanded range of powertrain options, including plug-in hybrids, and being fitted with advanced autonomous technology.
Does Maserati really need to cover off so much of the market? Or even if it hopes to do so in the long-term, does it really need to state such lofty ambitions when there’s not yet a hint of something tangible to back it up? We’re excited by the plans yet surprised at how little time Maserati has given itself to realise them.
It’s worth remembering that in 2015, Alfa Romeo announced similarly ambitious plans for its own FCA-backed revival. Four years on, we’ve had just two cars from it...
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Maserati confirms EVs, hybrids and a raft of new models
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Maserati future
This is all very sad and a bit desperate.
Maserati seemed to be blooming under Ferrari....and personally (as a life long Ferrari fan), I much prefer the Brand to the current image of Ferrari.
The Quattroporte was a stonking car - ruined by the demands of the Chinese market in its last iteration.
The Grand Turismo looked good and sold pretty well, but is now well past its sell-by date.
The Levante was a bloody disaster.....who signed that off for gods sake. Having said this, the Stelvio is much better proportioned and has fallen on its arse.
The Ghibli, didnt last long, and arguably the Giulia is better looking, although again not ringing the bell.
Maybe the name Maserati just isnt fit for purpose in the world of mass-production....I dont know, but I am sure that the designer needs changing and probably Maserati needs to move up-market. Unlikely under Ferrari control.
FCA have a difficult time....all their brands are aging badly with few new products arriving anytime soon - lack of investment comes to mind, almost as if they have given-up!
An ambition too far, I
An ambition too far, I believe so, beause FCA already has a sporty brand (alfa) which can be pushed upmarket to include the upper-middle sporty segment that Maserati now sits.
For luxury FCA has the Lancia brand with its very strong back catalogue from which to draw on. Forget Maserati Quattroporte (they are uninspiringly styled), try doing a contemporary interpretation of a Lancia Flaminia instead, a truely gorgeous luxury car in both saloon and coupe form.