#Maserati

Maserati has mulled plans to totally revamp the brand since 2018. In September of last year, the company decided it was finally ready to make its move, boldly announcing that it had entered into “a phase of intense and vital change, with a series of activities to totally revamp the product range and re-launch the Maserati brand.” Those improvements wouldn’t show up in earnest until 2020.

The gist of the plan involves widespread electrification aimed at improving overall performance, plenty of new product coming down the chute, and the promise that all future Maseratis will be manufactured in Italy. That’s right, the country that looks like a shoe and has given us automotive gems like the Pagani Zonda, Alfa Romeo MiTo, and legendary Fiat Multipla. Alright, so maybe the vow of continued Italian production is a double-edged sword, but the brand does seem legitimately interested in righting the ship. Italy conjures up visions of spirited driving and gorgeous roads, and it’s not like Maserati can disassociate itself from the country — that’s part of its identity and appeal.

The marque will have to delay its plans, however. These days, Italy is synonymous with viral outbreaks, not vistas, forcing the brand to postpone its big re-launch.

Maserati’s Quattroporte has always been a large, sports-oriented luxury sedan, though the sports part occasionally waned in its influence. Through six total generations to date, Quatroporte serves as the pinnacle of the company’s sedan offerings.

Let’s have a look at where it all started, with this stunning first-gen example from 1967.

An article posted yesterday on these renowned pages really got me thinking about how certain brands seem to not have much of a future in the automotive landscape of 2020 — and beyond. If you didn’t click the link there, you may be wondering which brand I’m presently speaking of. It is of course Alfa Romeo.

Let’s do some Italian-style pondering.

Maserati has something cooking in the kitchen and we’re now getting “spy shots” of its new test mule, though the images were released by the manufacturer’s PR department. While we don’t mind automakers showing a little leg, framing corporate marketing materials as covert information is a trend we wouldn’t mind seeing scaled back. It’s not that we don’t want to see vehicles ahead of their official release — it’s just not a terribly effective ruse.

It did, however, whet our appetite. The camouflaged mule represents a major departure from the brand, looking like a cross between Alfa Romeo’s 4C and the Noble M400. In fact, we’re already presuming the model shares plenty of its DNA with Alfa, as that’s been Fiat Chrysler’s modus operandi for a while. Maserati claims the engine (at least) will be totally new and entirely unique to the brand.

Maserati posted an ugly financial report for the second quarter of 2019. Revenue was down 40 percent, resulting in a loss of $132 million before interest and taxes. The good news, according to Fiat Chrysler Automobiles, is that the brand will become profitable once new product hits the ground.

The bad news? None of those vehicles are scheduled to arrive until after 2020, meaning Maserati probably won’t see any improvements until sometime afterward. FCA CEO Mike Manley has already said the rest of 2019 will be ugly for the brand, though he remains hopeful that the 10 new or refreshed vehicles the premium nameplate had in the works would help it turn a corner.

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.

As it soaks up newfound love from an absentee parent, Maserati plans on bringing its best to the New York International Auto Show. The Italian marque recently announced it intends to cart its entire vehicle lineup to the venue — with a special focus on a new customization program and the Levante SUV, which it calls a “New York favorite.”

We consider every Maserati a New York favorite, as you rarely see them anywhere but along the coastal United States. While the company does have dealerships in places like St. Louis and Kansas City, you only need a quick peek at a national dealer map to realize which side of the bread holds the butter.

As parent Fiat Chrysler gets to work bringing its Italian luxury marque out of the doldrums of 2018, pushing the brand past the botched Levante launch and its poorly thought-out grouping with Alfa Romeo, electrification and utility vehicles are top of mind.

FCA believes fresh product and a new brand boss focused on its success will help Maserati regain its financial and sales footing. One of those products aims to excite, while simultaneously placating the green crowd and those unwilling to give up a gasoline engine.

A dated product lineup, questionable fuel economy across the board, a general need for some reworking. These are all issues with Fiat Chrysler’s offerings in North America. Today we’ll try and come up with some solutions.

During Fiat Chrysler CEO Sergio Marchionne’s final days, he said his company would begin prioritizing Jeep production in Europe. This of course comes at the expense of the Fiat brand, which lost a sizable hunk of the European market after 2009 and appears to be outright failing in the United States.

While the brand gained back some of that lost ground east of the Atlantic over the past two years, Fiat’s Jeep stablemate took off like a rocket after 2013 — effectively tripling its share of the European market. Eager to cater to the ever-changing tastes of consumers, FCA is going to stick with Jeep and make some money. As a byproduct, the company thinks it may be able to revitalize Italy’s manufacturing industry, bolster overall volume, and get some laid-off employees back onto the factory floor.

However, it’s not just Jeep that’s getting special treatment. FCA intends to do the same for Alfa Romeo and Maserati, as their products boast higher margins than anything Fiat builds.

Earlier this year your humble scribe was in the Detroit suburbs to drive a whole bunch of Maserati and Alfa Romeo product at an event that was separate from and yet still part of Fiat Chrysler’s annual What’s New media-drive event.

That sounds contradictory, so let me explain. The two Italian luxury brands were showcased separately from the others, with a separate dinner and a separate drive. The drive took place not at Chrysler’s venerable proving grounds in Chelsea, but across the metro area in Pontiac, at a small private racetrack. The focus of that day was almost exclusively on Alfa and Maserati products.

It was clear that FCA was trying to bring the brands further into the corporate fold, while also associating them more closely with each other, since both are supposed to offer luxury and performance.

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.

Mother Nature took out her anger on Fiat Chrysler earlier this week, using floodwaters to set hundreds of new vehicles ablaze at the Port of Savona. Italy has been subjected to savage weather this week, putting just about all of Venice underwater and blasting the rest of northern region of with extreme winds and precipitation.

According to local reports from Savona News, it was initially believed a nearby warehouse caught fire after storms caused an electrical short. However, follow-up reports claimed the fires likely broke out in the port after rising sea water caused vehicle batteries to explode.

In the 1990s, nobody in North America spent much (any?) time thinking about Maserati products. So you’d be forgiven if today’s Rare Ride slipped from your fond early-90s memories long ago.

It’s the Shamal, and it’s a bit homely.

The first part of Fiat Chrysler Automobiles’ five-year product plan has emerged at the automaker’s Balocco proving grounds near Turin, Italy, where company brass detailed the near future of four key brands: Jeep, Ram, Alfa Romeo, and Maserati.

Yes, no mention of Chrysler, Dodge, or Fiat. They’ll get to that later this morning (is there a bell tolling for one or more of those brands, at least in America? Stay tuned…)

What we know at this point is that the company has no plans to back away from its goal of dominating the globe with the Jeep brand. There’s more SUVs coming — plenty of them, and hybrids, too. For North American truck buyers, a dedicated off-road variant of its new Ram 1500 is assured, giving the Ford F-150 Raptor a run for its money. FCA would prefer accepting your cash in that segment.