While Maserati is currently seeing its biggest expansion in history, there are limits when it comes to growth, especially if that would affect the brand’s exclusivity.
The Italians won’t build a smaller model than the Ghibli or a less powerful version of the BMW 5-Series rival. The brand expects strong growth from the upcoming Levante SUV, which will launch in Europe next year.
Maserati says it’s targeting annual sales of 75,000 units by 2018, when its lineup will include the Ghibli, Levante, Quattroporte, Alfieri coupe and convertible and a replacement for the GranTurismo. If the goal is met, it will represent a near five-fold increase on 2013 sales, when Maserati delivered 15,700 cars.
Still, even at 75,000 sales a year, Maserati will be way below Porsche’s intended 200,000 sales for 2018. “Maserati will certainly remain exclusive, but not exotic. Maseratis will still be rare. You’re not going to see one on every street corner,” Maserati’s Australian general manager Glen Sealey told Motoring.
Sealey added that Maserati will not develop a model smaller than the Ghibli or cheaper than the upcoming Levante. “In terms of model strategy, there are no plans to go below Ghibli or Levante,” Sealey said.
If you ask me, I think that is a smart move, otherwise Maserati would step in Alfa Romeo territory. And that would not be good, as Alfa needs all the help it can get to return to its former glory.
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