• Jul 28, 2011
Sergio Marchionne is looking to expand the Fiat Group empire, and one of Mr. M's plans is to bringing more Maserati vehicles into the world. And we're not talking about a small jump in sales either. Marchionne wants to expand Maserati sales tenfold.

That's a rather bold undertaking, and would require Maserati to climb from 5,675 units sold last year to over 50,000 per year. How does Marchionne intend to accomplish this feat? Through the introduction of new models to reach a wider audience.

The planned new additions include a Quattroporte replacement, a smaller sedan and a sport utility vehicle. The larger family will certainly help attract more eyeballs, but is it enough to push sales 10 times higher? We think that might be a bit ambitious, but as the number of wealthy citizens climbs around the world it's certainly possible.


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  • 20 Comments
      matt
      • 3 Years Ago
      There's a lot more that's right with Maserati than there is wrong. What they need is better leadership. The cambio corsa transmission was a great example of something that never should have seen the light of day, and wouldn't have under other car makers. Maserati's got a bit of an identity crisis. It doesn't know if it's Ferrari's little brother or the pretty girl at the prom everybody's afraid of. I will tell you this though; if they were able to build a car that was as good as an A6, but as striking to look at as the Gran Turismo and donning a trident on the grill, many of us would be flocking to Maserati dealerships cash in hand.
      Bill Burke
      • 3 Years Ago
      What this article does not mention is that these new Maserati's will be built off Chrysler shared platforms, and one at least using a Chrysler based V-6. This is great news for Maserati since they will be getting the mix of models they need to increase sales and Chrysler/Dodge will be recieving the improvements to be incorporated into their mid-size and full size vehicles from the M157 and M156 platforms. I'm personally hopeful that we will see a midsize and full size 2dr coupe for Dodge and Chrysler from this shared enterprise. Dodge could use a couple of BMW rear wheel drive fighters, price below AND above Challenger, free of the "retro" styling restrictions, to move it's performance marketing effort. Chrysler could use a mid size Cordoba incarnation and a Imperial flagship line to propel it into the Lexus, Infinity, Cadillac battlefield. Here's hoping!
        • 3 Years Ago
        @Bill Burke
        [blocked]
      Stephen Smalling
      • 3 Years Ago
      Maserati's are far from perfect vehicles and not really the best in their class at anything. They are fairly exclusive when you put them up against their competition though. I think some serious imporvements need to be made to increase sales, and possibly a more realistic sales figure. 10x!!
      Eu_Driver
      • 3 Years Ago
      Do you tink that this mean that the sale of Alfa Romeo to VW is approaching? Or do you think that both brand will coexist, with Alfa Romeo as a european "premium-sporty" brand (a sort of an antiBMW for Fiat Group) and Maserati as a more upscale-performing-luxury brand (like Porsche)? And Chrysler-Lancia? Does it will be more like Buick or Mercedes-Cadillac?
      • 3 Years Ago
      [blocked]
      unywwvpc
      • 3 Years Ago
      they need more luxurious design than this. chinese and asian rich do not interesting speed, they want prestige. they want distinguish “us” from “them.”
      • 3 Years Ago
      [blocked]
      jvw
      • 3 Years Ago
      That thing in the picture looks like a mix between a Buick Lacrosse and a Mitsubishi Galant. Sexxxxaaaay!
      Dennis Baskov
      • 3 Years Ago
      I like the branching out idea, but the best way to sell a lot of cars is to make them affordable among the middle class(based around the whole world, not just one country or region) at least. If Maserati is planning to compete only with BMW's, Mercedes and Audie's in outside countries, I imagine it would be very hard since BMW, Mercedes, and even Audi already established their ground in there. So I figure whatever Marchionne is going to do, it better be beyond extra ordinary.
        Joey Mcfreely
        • 3 Years Ago
        @Dennis Baskov
        Cadillac greatly improved their sales with the escalade, which is obviously not a middle class vehicle, it was the cool car to have for rappers and other types of douchebags. Going cheaper and trying to make vehicles for everyone would be a huge mistake for them. They just have to get the rich, trendy "new money" fools to think maserati is coolest car to have.
        Joey Mcfreely
        • 3 Years Ago
        @Dennis Baskov
        Cadillac greatly improved their sales with the escalade, which is obviously not a middle class vehicle, it was the cool car to have for rappers and other types of douchebags. Going cheaper and trying to make vehicles for everyone would be a huge mistake for them. They just have to get the rich, trendy "new money" fools to think maserati is coolest car to have.
      Rotation
      • 3 Years Ago
      Should be easy to do, just make sure the quality is okay. Top Gear compared an Aston Martin Rapide, Maserati Quattroporte and Porsche Panamera. The Maserati was the cheapest of the three. Considering you're getting a Ferrari engine, that's saying something right there.
        Rotation
        • 3 Years Ago
        @Rotation
        Well, what I mean to say is, I know at the price of any of those 3 cars you're not going to move 50,000 a year. But it does show something can be done with Maserati
      • 3 Years Ago
      [blocked]
      ExoPlanet
      • 3 Years Ago
      They can and will grow VERY easily with the new SUV and E-segment car. The problem then will be "where do I buy one" and they will need to grow their dealer group.
        matt
        • 3 Years Ago
        @ExoPlanet
        The easy answer is to group them with Alfa in dealerships. Selling Alfa through Chrysler dealers doesn't make much sense anyway. Dedicated Alfa & Maserati dealerships would be amazing, although difficult business proposition.
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