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Fiat Chrysler open to mergers, and PSA is looking for one

GENEVA — Fiat Chrysler (FCA) is open to pursuing alliances and merger opportunities if they make sense, but a sale of its luxury brand Maserati is not an option, Chief Executive Mike Manley said on Tuesday. "We have a strong independent future, but if there is a partnership, a relationship or a merger which strengthens that future, I will look at that," Manley told reporters at the Geneva Motor Show. Asked whether he would consider selling Maserati to China's Geely Automobile Holdings, as suggested by recent media reports, Manley said: "Maserati is one of our really beautiful brands and it has an incredibly bright future. ... No." FCA is often cited as a possible merger candidate. Bloomberg said this week that the Italian-American carmaker was attractive to France's PSA Group given its exposure to the U.S. market and its popular Jeep brand. The Detroit News' headline on the situation Friday read, "Fiat Chrysler CEO open to a deal as PSA circles" and stated that Manley's open-to-just-about-anything comments were aimed directly at PSA. Bloomberg said talks between the two were preliminary and said PSA chief Carlos Tavares has also contemplated mergers with General Motors or Jaguar Land Rover, which is losing money for Indian owner Tata. PSA has enjoyed a decade of turnaround and has $10.2 billion in net cash available. The maker of Peugeot, Citroen and DS, acquired Opel and Vauxhall in 2017 and made them almost instantly profitable. Manley, who took over after the death of Sergio Marchionne, said he currently had no news on possible deals. Manley also said the world's seventh-largest carmaker, which is lagging rivals in developing hybrid and electric vehicles, would take the least costly approach to comply with increasingly more stringent European emissions regulations. "There are three options. You can sell enough electrified vehicles to balance your fleet. Two: You can be part of a pooling scheme. Three is to pay the fines," he said. "I don't see a scenario when (carmakers) continue to subsidize technologies ... indefinitely." The carmaker had said last June it would invest 9 billion euros ($10.19 billion) over the next five years to introduce hybrid and electric cars across all regions to be fully compliant with emissions regulations. Asked about a 5-billion-euro investment plan for Italy FCA announced in November but then put under review, Manley said the plan had been confirmed as originally presented.

Maserati Pelletessuta models bring their Italian fashion to the U.S.

Maserati's partnered with Italian fashion house Emenegildo Zegna for seven years, going back to the Maserati Quattroporte Ermenegildo Zegna Limited Edition Concept worked up as part of Maserati's centennary celebrations in 2014. At last year's New York Auto Show, the pair debuted the results of another collaboration, the new Pelletessuta woven leather interior. Working with hide as it would with yarn, Zegna wove thin strips of lightweight Napa fabric for 100 special edition vehicles that the Italian automaker pledged for the U.S. market and said it would never build again. After previews during Monterey Car Week in August, the 100 limited edition models have finally reached U.S. dealerships. Until they're sold out, the two models will stand here as the carmaker's fullest expression of Italian prowess. Meanwhile, in Italy, Maserati made a gesture towards its compatriots and its country by lighting the towers at its Modena headquarters in the three hues of il Tricolore, the Italian flag. There are 50 examples of the 2020 Quattroporte S Q4 GranLusso, which already comes with a Luxury Zegna Package interior compared to the entry-level Quattroporte. Each special model wears a custom Blu Sofisticato metallic paint with blue brake calipers. Inside, dark brown Pelletessuta interior includes sport seats for the front passengers and a Zegna badge to highlight the work. It's joined by 50 examples of the 2020 Levante S GranSport dressed in Bronzo Tri-Coat and 21-inch polished Helios rims, those wheels an inch larger than the standard units. The Levante interior gets tailored in black Pelletessuta fabric, accented with custom Radica wood trim — radica being a kind of veneer or parquet with a history in Italian luxury. The news about U.S. arrival didn't come with prices, though, so the interested will need to make the call to a dealer for information. Since the Quattroporte S Q4 GranLusso starts at $114,485 after destination and the Levante S GranSport at $91,985, those are good baselines to add to the required premiums for exclusive upgrades and low volume. Related Video:

Maserati's Super Bowl spot may have cost more than $700 per car [w/video]

It's no secret that Super Bowl ad time is very, very expensive, with a 30-second spot for this year's game costing around $4 million. For Maserati, which aired a 90-second spot showing off its new Ghibli sedan during this year's game, the price was considerably above $4 million, though.
Automotive News estimates that the spot cost Maserati the equivalent of over $700 for each of the 15,400 vehicles sold last year. That works out to nearly $11 million. It may have paid off, though, as search traffic for Maserati and the Ghibli in particular saw a significant spike following the airing of the stylish commercial, and the brand's total sales were already on target for record levels before the ad aired.
The Ghibli "deserved a wide audience platform such as the Super Bowl," according to Maserati's chief marketing officer, Saad Chehab. The sports sedan is Maserati's most affordable entry, with prices starting around $67,000, moving the brand further downmarket than it's ever ventured before.