Has Stellantis found the problem to make Maserati a success after all?
These are not the best times to be a Maserati dealer. Yes, you have a beautiful showroom with beautiful cars. The idea is that these cars find their way to a customer. The Italian brand is only just managing to do that.
Maserati sales in 2024
Maserati’s sales have collapsed like a plum pudding. Of course, alarm bells must be ringing at Stellantis to turn the tide. Earlier this year, there were rumors to put Maserati up for sale. The company later refuted this in an official statement.
There is no talk of a sale, but there is clearly work to be done. Stellantis CEO Carlos Tavares dares to name why things are not going well with Maserati at the moment. According to him, it is not due to the brand’s portfolio. With brand new models, both petrol and electric, Maserati has something for everyone, according to him.
“With Maserati, we have the right cars and we have the right technologies. We can offer thermal or 100% electric luxury sports cars. If sales are sluggish right now, it is a matter of marketing. We have also improved a lot on the quality front, but now we need to work on marketing. We lack prospects and leads, we need to reach potential customers and deliver the right message for the right positioning.”
Carlos Tavares, CEO Stellantis
No, according to Tavares the problem is marketing. Maserati is not selling well because they are not finding the right customers. With all due respect to Tavares, I am just a simple blogger, but is this really the issue? Wake up people who are now shopping for a Porsche or Bentley and say hey, we have cool cars too?
The undersigned’s humble opinion is that Maserati will not make it with marketing alone. The ‘problem’ for me lies in the combination of car and price. The current Maseratis are quite expensive, which is why people tend to go for another brand. MC20? Rather a Ferrari. GranTurismo? Give me a big 911. Grecale? Rather a Macan. And I could go on and on.
The question is whether Stellantis will manage to make Maserati attractive enough to make people greedy for the brand’s cars again, with improved marketing or not. (via Motor1)
Comments
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Hawkeye72 say
Mostly cars for a customer that no longer exists. There are hardly any posh people with a lot of money anymore, it is (worldwide) increasingly about standing out and shouting. A shame, but that cannot be fixed with marketing.
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Michiel1 say
You’re confirming his point, aren’t you? Isn’t marketing there to adjust your humble opinion, to make sure that instead of 911 you think: gran turismooo
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Dutchdriftking say
This. That Quattroporte in Intouchables was some good marketing…
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Hawkeye72 say
Don’t make a fancy car flashy with marketing. Design has to appeal too.
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Hawkeye72 say
Don’t make a fancy car flashy with marketing. Design has to appeal too.
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Benny_Weisz say
Maseratis are too expensive for what they offer.
A full-options Grecale (an Alfa Romeo Tonale with a Maserati sauce over it) is just as expensive as a nicely dressed Cayenne E-Hybrid.
Not to mention the residual value….. -
tmon say
If they give 3 of those cars to insta figures. And 2 semi broken ones to those repair channels. Then you might get on the radar of new audience?
