Post by Lee on Jul 26, 2024 9:37:03 GMT
Maserati have suffered a disappointing 2024 first half and now find themselves under scrutiny from group owner Stellantis. The brand had a negative operating margin in the first half of the year and lost more than 50 percent of sales. The group's CFO said in the future there could be a discussion of the 'best home' for Maserati.
There had always been a suggestion that Maserati might be sold on at some point, however the current slump in sales could mean that the group would be looking to "offload" the brand.
For me Maserati has had a bit of an identity issue for some time, when Fiat first took the company over it was still really a niche manufacturer, despite the attempts under De Tomaso to broaden the companies appeal with more affordable models.
Things started fairly well with the introduction of the 3200 and then the Coupe (4200) however Maserati was marketed below Ferrari, which was reasonable given where Maserati stood in the market place, however it always felt that Ferrari didnt feel completely happy with the arrangement or felt that having a "cut price" Ferrari undermined them and they or the group never really supported Maserati sufficiently. The cars proved to be popular with buyers but without proper after sales support I think that the Marque was bound to struggle. despite producing good cars that were well liked..
The reshuffle and move back under the main Stellantis initially looked promising, the new engines, the development of the MC20 pushing the Marque back to the fore with its own identity were all positive, however once again it seemed that the group couldn't decide on how and where to market Maserati and we ended up with 2 types of 4 door saloon, 2 SUV's, an aging GT and a Halo car. To my mind probably 2 models too many at least and maybe competing with Alfa Romeo models also part of the Stellantis group.
I think Maserati could work within the group however it need / needed to be place in a very specific place with models to suit, It would make sense to be the top tier of the group, with a long term strategy to build sales although accept not high volume but exclusive, potentially Alfa Romeo would sit below Maserati and sell in greater numbers.
If sold some might hope for a return to sit under Ferrari, if im honest i'm not sure i like the idea (but then i always prefered Maserati to Ferrari!). Maybe VAG? as much as i initially didn't like the suggestion, I have to admit that other Marques seem to have prospered and kept their identity under their stewardship.
There had always been a suggestion that Maserati might be sold on at some point, however the current slump in sales could mean that the group would be looking to "offload" the brand.
For me Maserati has had a bit of an identity issue for some time, when Fiat first took the company over it was still really a niche manufacturer, despite the attempts under De Tomaso to broaden the companies appeal with more affordable models.
Things started fairly well with the introduction of the 3200 and then the Coupe (4200) however Maserati was marketed below Ferrari, which was reasonable given where Maserati stood in the market place, however it always felt that Ferrari didnt feel completely happy with the arrangement or felt that having a "cut price" Ferrari undermined them and they or the group never really supported Maserati sufficiently. The cars proved to be popular with buyers but without proper after sales support I think that the Marque was bound to struggle. despite producing good cars that were well liked..
The reshuffle and move back under the main Stellantis initially looked promising, the new engines, the development of the MC20 pushing the Marque back to the fore with its own identity were all positive, however once again it seemed that the group couldn't decide on how and where to market Maserati and we ended up with 2 types of 4 door saloon, 2 SUV's, an aging GT and a Halo car. To my mind probably 2 models too many at least and maybe competing with Alfa Romeo models also part of the Stellantis group.
I think Maserati could work within the group however it need / needed to be place in a very specific place with models to suit, It would make sense to be the top tier of the group, with a long term strategy to build sales although accept not high volume but exclusive, potentially Alfa Romeo would sit below Maserati and sell in greater numbers.
If sold some might hope for a return to sit under Ferrari, if im honest i'm not sure i like the idea (but then i always prefered Maserati to Ferrari!). Maybe VAG? as much as i initially didn't like the suggestion, I have to admit that other Marques seem to have prospered and kept their identity under their stewardship.