Europe's continuing financial woe is forcing automakers to get creative, and while Fiat may be scaling back its volume vehicles, it's looking to ramp up production of the exclusive Maserati brand. Following the debut of a new Quattroporte sedan, Fiat wants to boost Maserati sales to 50,000 vehicles by 2015. Maserati may lose as much as €7 million ($9.05 million) this year, and Fiat is betting big on Chrysler platforms and dealers to turn that around.

Currently regarded as a low-volume boutique carmaker, Maserati sold just 6,159 units last year, and 4,700 units through three quarters of this year. For 2013, Fiat boss Sergio Marchionne is targeting 13,000 in sales of the redesigned Quattroporte alone. Fiat apparently wants the brand's low volume image to change, hoping to position it closer to BMW and Porsche in the market.

The recent unveiling of the new Quattroporte will be followed by more new vehicle launches, including a crossover utility called Levante, and a long-promised sub-Quattroporte sedan, called Ghibli. The latter will share certain components with the Chrysler 300 sedan in an effort to optimize production costs. The Ghibli will be positioned to take on the BMW 5 Series and Mercedes-Benz E-Class. It's all in an effort to turn the profit tide for Maserati and its parent company Fiat amidst European economic turmoil.


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  • 33 Comments
      sinistro79
      • 2 Years Ago
      I think that Maserati should maintain its position as a low volume executive brand instead of trying to compete with BMW and Porsche. Traditionally speaking, I always thought that Alfa Romeo was better suited to take on those German brands.
        • 2 Years Ago
        @sinistro79
        [blocked]
      Autour_du_monde
      • 2 Years Ago
      I sure hope they aim more for Porsche than BMW. I understand that they want cars that can sell at a lower price point, to sell in higher volumes, but they should be careful not to dilute the brand. Using Alfa to occupy the territory below the 5-series would be a good move since soon enough BMW and Merc will be so ubiquitous, they will have lost all of their prestige. Maserati and Jag would be well positioned, then, and could emulate Porsche, selling higher end cars but making their money on nicer, pricier equivalents of 5-series, X5 ish vehicles. People don't just want luxury, they want exclusivity. Remember that, Maserati!
      BombSquad
      • 2 Years Ago
      I think the new QP looks great, the sand color in the press photos doesn't do it justice. The new powertrain and interior look awesome as well. I hope the new TT V8 retains some of the character of the old 4.7L, I saw a GranTurismo MC on the street and it sounded freaking sick! Like a high revving Italian V8 mixed with an old Hemi, I did not expect it coming from such a classy looking automobile.
      ChrisTT
      • 2 Years Ago
      You know, I love Italian brands and wish them well but it's quite obvious how far behind they really are. The new QP doesn't offer the gimmicks that the Germans have introduced a long time ago. No, ACC, no lane assist, nothing... On top of that it's 30k more expensive than the outgoing model. Not a winning strategy if you ask me. I just don't see them go from 7k sales p.a. to 50k. With what products?
        BombSquad
        • 2 Years Ago
        @ChrisTT
        While I agree to a point, I think these are more about driving than 40-way adjustable massaging seats and more automation than the mars rover. Your paying for exclusivity, style and sound. Whether its worth it or not, it sounds a million times cooler to say "let's jump in the Maserati" than "let's jump in the Audi". That said, I'd take the new Audi S8 over this.
      The Wasp
      • 2 Years Ago
      I think they should be focusing on releasing the Ghibli at a competitive price and getting as many of those out to people as can be while maintaining the unique Maserati design. I think the price of the Quattroporte, in the US anyway, is very high for people not yet familiar with the brand. A Ghibli 1 or 2 price notches above the top-tier Chrysler 300 would reach a much wider audience. Also, I think they should not use the name Ghibli -- that sounds terrible.
      Johnfatl
      • 2 Years Ago
      Just had a flashback to the Chrysler TC by Maserati. Hopefully the future product will be better
      kA
      • 2 Years Ago
      Sounds ambitious. Maserati is slowly turning into Fiat's Buick, so I doubt they'll hit the mark, but I'm no expert. Who knows, maybe people really want to spend $130K on what looks like an Infiniti with some Chrysler interior components.
      muspod
      • 2 Years Ago
      This is sad that Maserati is selling out the Quatroporte. Ptting it on an old 300C chassis?. Who in the hell is going to buy one of these @ 130K?! Doesn't look much different than a M37 Infiniti. for 4 x the price! Where are going to sell them Fiat dealers?! What a joke. Keep em with the Ferrari Dealers, on their own chassis, with a Ferrari engine in them. PERIOD.
        RGT881
        • 2 Years Ago
        @muspod
        There's nothing that QP shares with the current generation 300C. As for it looking like an M37, I've heard those statements before and while Infiniti does share a similar approach, it's a lot more overdone than on the QP. If anything taillights remind me of an Audi A4-A6.
          Merc1
          • 2 Years Ago
          @RGT881
          How do you know that, when clearly the interior has the same architecture as the 300 and the QP similarly sized? M
          Tina Dang
          • 2 Years Ago
          @RGT881
          @Merc1 I guess lengthened Quattroporte Chassis means nothing to you.
      muspod
      • 2 Years Ago
      The Q-Port should be exclusive and over the top for 130K.. It's NOT>
      sk
      • 2 Years Ago
      I like current Masers especially the Gran Turismo. I dont mind Maserati making smaller cars especially since the new Quattroporte has grown in size but base it on Chrysler 300? A Maserati to go against Merc E is to be based on an E platform that Merc abandoned 2 generations ago?
        RamSport
        • 2 Years Ago
        @sk
        You don't think that the platform has been extensively modified to not resemble anything Dumbler made? Also, Even the first gen 300 shared very little with the E class other than some minor suspension bits. Do your own research man and don't believe everything you read here posted by armchair auto journalists.
      Carac
      • 2 Years Ago
      Guess the better slash prices then.
      BrentNelson
      • 2 Years Ago
      The pics don’t do it justice – in person it’s such a hot looking car.
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