A new direction for Maserati?

[P R]

From autonewseurope it appears new CEO Mike Manley thinks maserati has been tret almost like a mass market brand..

I wonder if he'll try and take it back up a notch?.

Maserati seeks to reverse sales, profit slide after being treated 'almost like a mass-market brand'
Fiat Chrysler's slumping Maserati business is a headache for new CEO Mike Manley after the brand's profitability and vehicle sales went into a steep slide. Manley has blamed the luxury unit's problems partly on mistakes that saw it managed "almost as if it were a mass market brand


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[outrun]

I like the sound of what he's saying. I hope he has the power and backing to implement that. Maserati should be treated as a halo brand that innovates with style, filtering that down to Alfa, Fiat etc and helping those brand sales. They also NEED to learn how to treat customers which they are utterly appalling at. I hope he proves to be the breath of fresh air that the brand needs.

 

[P R]

I like the sound of what he's saying. I hope he has the power and backing to implement that. Maserati should be treated as a halo brand that innovates with style, filtering that down to Alfa, Fiat etc and helping those brand sales. They also NEED to learn how to treat customers which they are utterly appalling at. I hope he proves to be the breath of fresh air that the brand needs.

You're not wrong. The main thing that makes me question another maserati is the customer service

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[conaero]

Mike thumbs up for having the balls to say that. Someone needed to.

How you resolve it is the hard bit. Sure, all us on here could tell you that Maserati is and should be a small 2 model manufacturer that appeals to a small minority (us) so we can feel exclusive. Clearly that’s not going to work if Maserati are to survive.

Over my brief 15 year imersion in all things Maserati, I personally feel it was right under the control of Ferrari as their niche luxury brand. 4200, QP5 and GranTurismo being a golden point in Maserati history.

The low point being the missed Alfieri concept that even if it does appear, has missed its window.

If we can be of any assistance to the forward direction of Maserati please ask for our help. Mike you seem to be someone that thinks along similar lines as us...yours, you future customers.

As a side note, I am at the point where I can finally purchase new, a Maserati after a 6 used car building up. It’s a shame now I have arrived at this point, Maserati offer nothing I would consider. Very sad.

 

[Devonboy]

Mike thumbs up for having the balls to say that. Someone needed to.

How you resolve it is the hard bit. Sure, all us on here could tell you that Maserati is and should be a small 2 model manufacturer that appeals to a small minority (us) so we can feel exclusive. Clearly that’s not going to work if Maserati are to survive.

Over my brief 15 year imersion in all things Maserati, I personally feel it was right under the control of Ferrari as their niche luxury brand. 4200, QP5 and GranTurismo being a golden point in Maserati history.

The low point being the missed Alfieri concept that even if it does appear, has missed its window.

If we can be of any assistance to the forward direction of Maserati, Mike you seem to be someone that thinks along similar lines as us...yours, you future customers.

As a side note, I am at the point where I can finally purchase new, a Maserati after 6 used building up. It’s a shame now I have arrived at that point, Maserati offer nothing I would consider. Very sad.

Spot on....Having owned 2 Granturimo's and a QP5 S from new, I left for a Ferrari but am now back in a QP5 GTS. If they don't get a better model range, my next stop is probably Aston Martin...…...

 

[outrun]

I've left for Ferrari now too which is not exactly an issue! However, if they had come up with that Alfieri, especially with a proper engine in it, I suspect I'd be in one of those. And I don't think i'm the only one. I put a deposit down about 3 years ago and got it back 6 months later. If i'd left it in, by now i'd expect some interest on it!!

 

[Felonious Crud]

Like others, I absolutely loved my GTS, but when the time came for a change it was disappointing that Maserati didn't offer anything I wanted to change to. A Strad, though sadly out of production and replaced by nothing, would have been wonderful and I love 'em, but optically too similar to the GTS. For me, the only way was Aston.

I wonder if a more competent and welcoming local MD would have made a difference? The Ferrari and Porsche sales team at the same dealer were always far more receptive and enthusiastic about their cars and about me as a possible customer.

Alfa seems to have the right plans, mind you.

 

[UlstermanAbroad]

There are too many disconnects. Between the brand and its products. Between the company and its customers.
I caught part of The Bottom Line on BBC R4 earlier. One of the founders of Warner Edwards, the gin company was interviewed.
They started out with a simple vision. To make the best gin in the world. So good, you could drink it neat. They had no drinks production experience when they started.
Last year they sold about a quarter of a million bottles and have no debt.
Maserati could have a simple vision. To make the best GT car in the world. And do it with Italian flair.
If proposed models don't enhance the core values of the brand, they don't get the green light.
Get out of derv, as quickly as possible.

 

[Ewan]

The Warner Edwards honey gin is particularly delicious. I had some earlier, before I replied to the Igres chair thread.

 

[safrane]

Wow a CEO who thinks like I do about the brand. His views reflect mine re the current range but I suspect the 4x4 is here to stay.

 

[Andyk]

That does sound like a man after our hearts. Let's hope something positive comes out of his comments.

 

[conaero]

Ok so Fiat phone you up and beg you to become the CEO of Maserati...what’s your plan?

It has to be commercially viable and within the constraints of the Fiat Group.

I’m going to take some time to consider my response.

 

[Zep]

I’m going to ask what it’s paying before I commit to anything!

For me the thing that drives volume and financial stability is great customer service and a broader range of still niche models. So right away a new training program for the dealer network, piggy back onto forums like this and social media to create a feeling of connection between the factory (marketing) and the end user through a heritage department - remaking NLA parts and a restoration and certification program along the lines of Classiche.

After that it’s the cars. We know we need to drive volume with a platform based range. The Levante stays, Ghibli goes. The QP stays but is smaller in its next iteration, with short and long WB models like the Jag XJ.

A new customisation program along the lines of Autobiography would allow the well healed to create a statement with their new car and warranties will be 4 years with service packages and good value warranties to demonstrate confidence in the engineering.

A “Halo” range with a coupe in two and 4 seat versions sharing underpinnings. Option of a full throat V8 - probably hybrid, a smaller V6 turbo. Finely honed dynamics and a big investment in getting the cars featured in mags and on the web.

Last, but very much not least, a supercar in very limited numbers, fully developed before any concepts are shown, and arriving on the market with a bang - no dripping of spy shots and decade long waits.

And voila, the brand has its cache back and the FCA empire is totally bankrupt!

 

[2b1ask1]

^^^ THIS ^^^ totally!

 

[dickygrace]

Ditto

 

[Zep]

Now is probably the right time to confess my real name is Dany Bahar - former CEO of Lotus

 

[Andyk]

Hahaha......Peolpe just didn't like Dany Bahar.....As a Lotus fan at the time I though his vision for future Lotus models were spot on.....the new cars looked great. Esprit, two seater, 4 seater......

 

[conaero]

Good start Zep, I’m still considering my response, it’s not simple but I have arrived at a four model range and like you Zep it involves ditching the Ghibli and shrinking the QP...sort of two cars into one.

V8 na with electrified front axle and a V6 hybrid and V6TT, that’s as far as I’ve got.

TD gets the bullet

 

[conaero]

The other two remaining models needs consideration.

It’s two of:
Smaller SUV
GranTurismo + Cab
Alfieri + Cab

99% of you lot would pick 2&3 but commercial viability is key.

Porsche model is probably the one to mirror so viability would suggest 1&3 which would leave no room for a GranTurismo but I feel this is the trade off.

This way, I feel die hard Maserati fans would pick two of the above, one sports and one SUV or QP.

Regarding new customer sales, saloon cars are not where the money is, new sales are mostly SUV and there is no getting away from that fact.

A variant of the above formula would be to ditch the QP, force those sales into a Range Rover type Levante and develop the GranTurismo.

As Alfa has found to its cost being the fastest kid on the block (QV) does not drive base model sales...a scenario to be avoided.

 

[Oneball]

The current Ghibli and QP are ugly, the Levante misses its target audience and immediately got gazumped by the Stelvio for half the price, (what were they thinking), and the GT is outdated.

They should be aiming for Bentley not everyone from BMW to Aston Martin. They need a GT and saloon on the same floor pan and drive train (Continental and Mulsanne) and an SUV to compete with the Betyanga thingy. They need to start sharing parts around the group more. What they’re doing now isn’t profitable.