Maserati In Trouble
When you think of Maserati, you can think Italian, style, exotic and sexy. The products of the Modena based company ships vehicles that thrill and excite owners. That’s the cars, but what about the business. Maserati have been moved around various owners in his history and has had good and bad times.
Currently, Maserati is owned by Stellantis who took ownership in 2021. It’s models are up against quality vehicles from BMW, Mercedes & Porsche. Depreciation of Maserati’s in the first three years fair worse than its German rivals. Could this be a key to the loss in sales in the last couple of years ? Some say that the story telling of the brand is weak and Maserati is not clear where it’s positioned in the market. Ferrari appears to be a stronger brand, spending less on marketing, but has the advantage of awareness via its Formula 1 presence.
I am a lover of Maserati’s, one reason being the aforementioned thoughts on the marque, another being the rarity of seeing these models on the road – although this has changed slightly in recent years with the introduction of the now deprecated Ghibli saloon and Levante SUV. Remaining models are is Grecale SUV, GranTurismo variants and the MC20.
I hope Maserati can sustain the country’s economic problems of today, produce models that sell and keep this 110 year-old brand running. It’s going to be tough going forward, so the owning company will need to make a decision on whether to continue selling the main stream models for volume sales or if there’s enough margin of profit in the niche sales of the MC20 variants, GranTurismo Trofeo and electric Folgore.
