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Maserati Plans to Cap Global Sales at 75,000

Italian marque hopes to keep demand strong by limiting availability.

by on Jul.18, 2014

The twin turbochargers feeding the 410 horsepower 3.0 liter V6 ensures the Maserati Ghibli is more than just pretty curves and strong sales show it.

Following in the footsteps of its Fiat stablemate, Ferrari, Maserati plans to limit global sales to 75,000 vehicles. However, in this case, the cart may be before the horse, as Maserati isn’t expected to reach that mark until 2018.

Ferrari famously capped sales at 7,000 units last year. Maserati sold about 15,400 cars last year and expects to see that number double this year on the strength of the new Ghibli and redesigned Quattroporte. And it had one of the hands-down favorites at the 2014 Geneva Motor Show with its Alfieri Coupe Concept, which is now slated to be in production in 2016.

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It will join the brand’s first-ever SUV, the Levante, which shares the basic underpinnings of the popular Jeep Grand Cherokee – but which will draw power from a Ferrari-derived powertrain. (more…)

Maserati Ready to Reveal Jeep-Based Luxury SUV

Unveiling at Frankfurt - two other products may also debut.

by on Aug.05, 2011

Maserati aims to grow global sales nearly tenfold.

Maserati is expected to pull the wraps off its eagerly awaited SUV at the upcoming Frankfurt Motor Show, several well-placed sources have confirmed, while there are reports the Italian automaker might also reveal two new sedans, as well.

The three models are key pieces in the grand expansion that is planned for Fiat’s luxury subsidiary, which is looking to boost its global sales volume almost tenfold in the coming years.

The sport-utility vehicle, in particular, reveals the significant changes underway not only at Maserati but throughout the Fiat empire.  The new model will share its underpinnings with the latest-generation Jeep Grand Cherokee, and will roll off the same assembly line along the Detroit riverfront.

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Under terms of the 2009 bailout of Chrysler, Fiat took a 20% stake in the U.S. maker – which it expects to steadily expand to a 70% share within the next couple years.  A recent shake-up effectively consolidated the management of the trans-Atlantic allies and Sergio Marchionne, who serves as CEO of the two companies, has ordered a consolidation of their product development programs, as well.

Already, a number of U.S.-made products have appeared wearing Lancia and Fiat badges in Europe, including the flagship Lancia Thema, a version of the Chrysler 300.


Ferrari Cuts Jobs, Closes Plant

Sales down, long-term forecast's up.

by on May.12, 2010

Ferrari is cutting jobs and idling a key plant in Maranello, though the blame is largely due to problems at Maserati.

What happened to the waiting list?

For as long as memory serves, Ferrari has boasted about its long waiting list of buyers, including many willing to shell out thousands of dollars just to move ahead in line. Prior to the current economic downturn, the Italian maker claimed its average model was as much as three years on back order.

No longer.  With problems at its sibling Maserati division complicating matters, Ferrari is downgrading its sales estimates for the year to just 11,000 vehicles for the two brands, compared to the original 20,000 car forecast.  In turn, the maker, a subsidiary of Fiat, is planning to cut jobs and idle some of its plants.

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About 120 office workers will lose their jobs, along with 150 plant employees, the maker says.  Meanwhile, a plant at its headquarters, in Maranello, near Modena, will close for a week, impacting another 600 employees.

Ferrari officials say their lead brand is reasonably healthy and that there still remains strong demand for many models, such as the $228,000 Ferrari California.  But the big issue is Maserati, where sales have continued to slip despite optimistic forecasts and the expansion of the model line-up.

In 2008, Ferrari produced 9,000 engines for the less expensive brand, a figure that fell by half last year.  And current trends suggest Maserati will be down even more for 2010 without a sudden upturn in demand.

That’s a problem for both makers, as Ferrari not only has a financial stake in Maserati but uses its plants to produce engines and other key components for models like the Quattroporte.

“Ferrari has to respond to market demands that rise and fall in an ever less-predictable fashion,” noted a company statement outlining the company’s planned cuts.

First quarter profits fell 28%, to $50 million, after a 30% decline last year.

A new five-year plan for Ferrari and Maserati, outlined by Fiat Chairman Sergio Marchionne last month, remained upbeat, forecasting that by 2014 the two brands will be able to double revenues, to around $5 billion, by expanding their respective model line-ups.