By on May 7, 2019

Maserati promises it will steer clear of widespread electrification. And yet, it’s unclear whether this is part of a bold corporate strategy that sees electrification as the less-promising path forward, or simply the result of the brand’s current financial situation.

Regardless, the firm’s North American leader, Al Gardner, says it’s not in the cards. While Maserati fully intends to insert more plug-in vehicles and hybrids into its lineup by 2022, it vows to stop short of killing the internal combustion engine. Of course, we know that’s a promise no automaker can expect to keep indefinitely. All it takes is one important change in management to readjust a brand’s corporate trajectory, but Maserati appears safe from total electrification for the time being. 

“This is a brand that needs combustion engines. It needs that raw emotion,” Gardner said in an interview with Motor Trend in which he outlined the company’s future.

In his opinion, Maserati needs to get in touch with its racing roots. Established as a company solely focused on racing cars over 100 years ago, the brand eventually expanded into luxury vehicles. By the 1960s, Maserati was putting the majority of its energy behind road-going GT cars, and that’s been the story ever since. But the big problem, as Gardner sees it, is a lack of awareness.

While we’re happy to agree that Maserati’s marketing efforts could be better, we’re not so sure public visibility is the biggest issue confronting the premium brand.

From Motor Trend:

Maserati shipments were down 41 percent, and net revenue fell 38 percent in the first three months. That’s on top of a 28 percent drop in sales in 2018. Those numbers are not a good trajectory for a brand that FCA’s five-year plan designated as a key pillar of the group’s future growth and success.

But improvements are coming in the second half of the year under new brand chief Harald Wester, who is also the company’s chief technology officer. And the brand is regaining momentum, said [FCA CEO Mike] Manley, even as it awaits new products and battles the headwinds of slowing auto sales in China.

Manley has also said Maserati stands to receive additional sales and marketing help on a global scale. Meanwhile, FCA’s examining ways to add EVs to its fleet, hoping to appease regulators that think it doesn’t have enough. One of the more interesting solutions involves an agreement that pools its vehicles with Tesla. Under the deal, FCA will count Tesla’s fleet in its figures, allowing the carmaker to lower its average CO2 output per vehicle whilst paying Tesla for the privilege.

[Image: FCA]

Get the latest TTAC e-Newsletter!

Recommended

11 Comments on “Maserati Promises Not to Go All Electric on Us...”


  • avatar
    28-Cars-Later

    Alternated title: Profits safe at Maserati.

  • avatar
    cimarron typeR

    No purpose for a Maserati without a flat plane crank v8.

    • 0 avatar
      conundrum

      No Maserati has a flat plane V8 crankshaft. Not the Ghibli back in the ’70s or the Maseratis they flog now. The Ferrari engines they use now are all switched over to a crossplane type. No way Ferrari was giving away the howl.

  • avatar
    R Henry

    Maza-who?

  • avatar
    notapreppie

    > Maserati Promises Not to Go All Electric on Us

    That’s somewhat disappointing. I think a Masarati EV would be highly entertaining to watch… I mean, there may not be any flammable liquids in a Masarati EV but I’m sure they’d find a way to make them explode and/or catch fire.

  • avatar
    IBx1

    Who cares, they’re all automatic-only. The nissan of the rich.

  • avatar

    They are overpriced as is. They have to get real about pricing them otherwise there is no future for Maserati. IMO they would be better spending all these money on Chrysler or Dodge to develop new crossovers. How can they survive without mainstream brands which all are starved to death to maintain illusion about Alpha Romeo and Maserati. Ford was burned badly with this strategy wasting all money on “Crown Jewels”.

    • 0 avatar
      Lorenzo

      They’re high performance cars, using some Ferrari engines and other components. Maserati should have been combined with Ferrari in the spinoff, to serve as the (relatively) lower priced volume division, somewhat justifying the prices through the Ferrari connection, and allowing Ferrari to keep its low volume exclusivity while remaining economically viable.

    • 0 avatar
      TMA1

      Sergio’s biggest mistake.

  • avatar
    HotPotato

    “We won’t make-a the EVs. Or any cars, for that matter. Sales down-a 70%, what can you do.”

    Agreed that Maserati and Ferrari should be combined, with Maserati being the sedan version of a Ferrari.


Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • HotPotato: “We won’t make-a the EVs. Or any cars, for that matter. Sales down-a 70%, what can you...
  • HotPotato: Fun fact: in its later years, Innocenti sold the actual Daihatsu Charade as an Innocenti, including in...
  • HotPotato: What was it with Italian cars of this era having the absolute minimum possible amount of dashboard? No...
  • HotPotato: GM and VW really cannot decide which side of their mouths to talk out of, can they? Are they leaders in...
  • mcs: @inside: There is maintenance. In 80k miles and almost 5 years, I’ve had to add several gallons of...

New Car Research

Get a Free Dealer Quote

Staff

  • Contributors

  • Timothy Cain, Canada
  • Matthew Guy, Canada
  • Ronnie Schreiber, United States
  • Bozi Tatarevic, United States
  • Chris Tonn, United States
  • Corey Lewis, United States
  • Mark Baruth, United States
  • Moderators

  • Adam Tonge, United States
  • Corey Lewis, United States