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Maserati reorganizes, tries to sharpen the trident

When's the last time we posted on a run of comprehensive success at Alfa Romeo or Maserati? True, Maserati nearly tripled its U.S. sales from 4,768 in 2013 to 12,942 in 2014. However, the brand's been stuck around that number ever since, selling 13,711 units in 2017. Worse, those figures highlight how far Maserati has fallen behind its own goals. In the last five-year plan, the brand targeted 75,000 global sales this year — then downgraded the target to 50,000 in June this year. At 26,400 units through the first nine months of 2018, short of Poseidon surfacing to work some deus ex machina, even that reduced goal won't be met. New Fiat Chrysler CEO Mike Manley is working to give Maserati the leaders and support it needs to point the trident in the right direction. On an analyst call at the end of October, Manley said, "With hindsight, when we put Maserati and Alfa together, it did two things. Firstly, it reduced the focus on Maserati the brand. Secondly, Maserati was treated for a period of time almost as if it were a mass market brand, which it isn't and shouldn't be treated that way." In October 2016, FCA named Reid Bigland to head Alfa Romeo and Maserati; this was back when Alfa Romeo dreamed of selling 400,000 cars annually by 2018. When Manley named his new executive teams last month, after assuming the CEO post following Sergio Marchionne's death in July, Manley separated Alfa Romeo and Maserati. Tim Kuniskis, who had taken over from Bigland, now heads Alfa Romeo and Jeep. Manley then restored Harald Wester to the head of Maserati. Wester ran Maserati from 2008 to 2016, after which he became FCA's chief technology officer, a role he maintains in the latest shuffle. Wester poached Jean-Philippe Leloup from Ferrari. LeLoup ran Ferrari's Central and Eastern European business operations; he now heads a concern called Maserati Commercial. Al Gardner, head of Maserati's North American dealer network since 2015, keeps that role and takes over as head of Maserati North America. Maserati has favorable brand value, but the leadership will confront almost every other problem a brand can have. Half the automaker's sales come from China, and the economic slowdown there is a serious drain on the numbers. In Europe, the WLTP emissions protocol, bloated inventories, and the need for incentives have dulled the edge. Sales worldwide are down 26 percent this year.

Maserati's first electric car won't be a Tesla rival

Italian supercar makers haven't exactly embraced electric vehicles with gusto (the LaFerrari hybrid is about as close as you get), but that should change in the next few years. Ferrari's sibling brand Maserati tells Car and Driver that it's working on an electric vehicle that would be shown before 2020. And unlike other luxury car brands, Maserati doesn't plan on eating Tesla's lunch. It has to produce something "very different" to stand out, the company's Roberto Fedeli says. Think of something more like the GranTurismo coupe (see above) than yet another upscale sedan. Part of the challenge, Fedeli claims, is making a green machine that's exciting to drive. Breakneck acceleration is the only really thrilling aspect of EVs right now, he says – the sheer weight of those lithium-ion batteries dampens the enjoyment on twisty roads. A Maserati would have to be lighter on its feet. Also, the automaker will have to find a way to give its car character without a roaring gas engine under the hood. In that sense, Maserati's 2020 goal is realistic. It may not have much choice but to wait for battery technology to catch up to its ambitions. Related Video: This article by Jon Fingas originally ran on Engadget, the definitive guide to this connected life. News Source: Car and Driver Green Maserati Tesla Coupe Electric Luxury Performance

Maserati Levante, Ghibli and Quattroporte get Edizione Nobile limited edition models

Maserati has a new special-edition package for its 2019 vehicles it calls the Edizione Nobile , or Noble Edition. The Levante, Ghibli and Quattroporte (not the GranTurismo) are all going to get in on the Noble fun, with 50 of each being built. Why Maserati decided to go with the Noble Edition name isn't exactly explained beyond the name of the paint being Blu Nobile. Each Maserati gets that handsome blue paint plus 20-inch alloy wheels and silver brake calipers to set them apart from their non-noble (peasant?) siblings. We'll note that this package is available on top of the GranLusso trim level for each of the cars. Inside, you'll get the sport seats from the GranSport covered in a black/brown color combination. The Quattroporte and Ghibli cabins use glossy wood for their cabin trim while the Levante uses a high-gloss metal. An Edizione Nobile badge is displayed on the center console with the car's series number next to it. There aren't any exclusive features beyond the appearance of the Edizione Nobile, but a few options are made standard. Those include the Alcantara headliner, Bowers & Wilkins audio system and Maserati's Level 2 driver assistance package. Maserati says Edizione Nobile models will be delivered to dealerships sometime this month. Just add $7,500 on top of the GranLusso trim for each model, and you've got your price. This means a Levante S GranLusso would go from its $91,980 starting price, to $99,480 with the Edizione Nobile package. These models don't really differ much from your run-of-the-mill Maseratis. However, if noble vehicles are your thing, Maserati has 150 of them waiting. Related video: