How does one make it in America? Grow your product portfolio by 50%. Grow your North American dealership network by 29%. Make all-wheel-drive a part of your business’s best practices. Spend $11 million airing a commercial during the Super Bowl while only bothering to display your product at the tail end of the ad. Name your products after a Mediterranean wind, the number of doors they possess, or a video game.
And continue to place one of the industry’s coolest logos on a highly visible portion of all your products.
Cue year-over-year Maserati sales growth in the United States of 307% through the first nine months of 2014, a gain of 6884 units.
Maserati’s U.S. volume has grown in 16 consecutive months. Already in 2014, with one-quarter of the year remaining, Maserati sold more cars than in any year in the company’s not terribly illustrious history; more cars in nine months than in the previous 32 combined.
Yes, Maserati remains a very low-volume brand. Only 1318 Maseratis were sold during the month of September, the brand’s best-ever month of selling cars in America.
But they’re not the lowest-volume brand, either, at least not lately. We’re not just talking about the obvious bit players like Ferrari, Lamborghini, Rolls-Royce, and Bentley, but Jaguar, too. Maserati outsold Jaguar by 49 units in August and by 176 units in September. Jaguar USA sold more than 61,000 new vehicles in 2002, a figure which tumbled in five consecutive years before rising slightly in 2008, falling to fewer than 12,000 units in 2009, and climbing back in 2013 to fewer than 17,000 sales.
Jaguar volume is down 5% through three-quarters of 2014 to 11,830 units, 2705 more sales than Maserati has managed. (Jaguar sells cars through 163 dealers in the United States, translating to eight sales per showroom per month.) We’ve already discussed the F-Type-centric nature of Jaguar’s current portfolio.
Naturally, Maserati’s goals are not Jaguar-based. Besides, Jaguar’s product lineup will expand in the near future with a far more affordable XE while the C-X17 Concept previewed a non-Land Rover crossover. Of course, Maserati plans to join the ess-you-vee game, too. In 2012, Maserati hoped to triple global sales between 2012 and 2015 to 50,000 units. The addition of the Ghibli makes this dream possible.
Maserati refused to provide model-specific sales data when asked last week, saying, “We are not able to disclose such granular information at this time.” If we use current Cars.com inventory levels as a general guide, the Ghibli would account for 59% of Maserati sales in the U.S., or around 5380 year-to-date sales. The Quattroporte would generate another 26% of the brand’s volume, or approximately 2370 year-to-date sales. Finally, the GranTurismo lineup would attract the remaining 15% of buyers, about 1370 sales so far this year.