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.
Maserati, a fairly opaque, Fiat Chrysler-owned brand that exists in the periphery of the mainstream luxury scene, has a new leader in North America.
Announced Monday, Al Gardner, head of dealer operations in the region, will take control of the marque from current Jeep boss Tim Kuniskis, who jettisoned his control of the Italian brand in an executive shuffling last month.