Maserati Considers Launching New Model After Orders Tripled In 2014's First Quarter
|   Friday, April 25, 2014
Maserati could introduce a new sports car range, according to Bloomberg, quoting sources from the brand. A serial version of the Alfieri is not ruled out, with the Italians wanting to reduce the average age of customers to increase sales.

Ghibli, the cheapest model from their range has already done so, attracting customers with an average age of 29 years, significantly younger than the typical customers of the brand, which had an average age of 45 years.
The success of Ghibli motivated folks from the Fiat Group to consider adding an extra work shift at the Grugliasco plant, where they needed overtime to increase production in relation to orders made. This plant produces the Ghibli and Quattroporte models, both launched in 2013 and can built 140 units per day at full speed.

Maserati has received about 3,500 orders per month in the first three months of this year, which could lead to 42,000 units sold in 2014, if the trend remains. The Italians had sold 15,400 units in 2013, so the 2014 result could be tripled if the brand keeps its growth in the first three months for the entire year. Sergio Marchionne, chief of Fiat Automobiles Chrysler, the company that owns the brand Maserati, says that 2014 will be a great year for the luxury brand. In these conditions, the profit obtained by Maserati in 2014, may even compensate the whole losses of the FCA corporation in Europe.

If so, the Maserati Alfieri concept presented by the Italians at the Motor Show in Geneva could get a serial version. The final decision will be announced in May, when Sergio Marchionne will present the plan for the brand's future in front of investors. The future series model inspired by the Alfieri will share a platform with the Levante SUV. Through this model, Maserati is getting ready to conquer markets in the United States and China with the new niche of exotic cars.

"Maserati's portfolio will continue to bear fruits," said Jochen Gehrke, analyst at Deutsche Bank in Frankfurt. "However we note limited scale of Maserati to the group."
The CEO said earlier that the project will end Fiat losses in Europe. This will allow the company to rehire tens of thousands of workers made redundant as part of a Chrysler distribution network, which in turn will help sales of more expensive cars in the Italian manufacturer's portfolio.

The CEO has already set a target for group sales to grow at least 36 percent to 6 million vehicles by 2018. Thus, Marchionne has brought the new Maserati in a position to compete with more expensive models of the German manufacturers. A rejuvenated Alfa Romeo has taken their mid-level offerings.

"Maserati is presenting itself to Americans as an Italian alternative to BMW and Audi, and awareness went viral with the Super Bowl commercial," stated Andrea Boaretto, a marketing professor at MIP Milan Polytechnic. "So far their message has been successful at catching American drivers looking for something different from German premium carmakers with the same level of quality."
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