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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.

2014 Maserati Ghibli

Italy Passionately Returns To The Sport Sedan Game
In its 99-year history, Maserati has arguably never made a vehicle as important as this all-new Ghibli.
Of course, there have been countless styling breakthroughs, mechanical advances and technical innovations, but no single passenger car has been required to bear the weight of the Italian company like its brand-new sport sedan. If the Ghibli succeeds, Maserati will welcome tens of thousands of new customers and, most importantly, celebrate a rekindled relationship with demanding North American buyers. If the Ghibli fails - well, the truth is, nobody has written an option for failure.

Maserati Levante Hybrid gets four-cylinder and 48-volt technology

Maserati is keeping its promise of adding more electrified options to its lineup. Shortly after electrifying the Ghibli, it stuffed the turbo-electric powertrain in the Levante to create its second series-produced hybrid model. Presented at the 2021 Shanghai auto show, the Levante Hybrid is powered by a turbocharged, 2.0-liter four-cylinder engine that works with a 48-volt mild-hybrid system. The system's total output checks in at 330 horsepower and 332 pound-feet of torque, figures on par with the Ghibli Hybrid's, and it spins the four wheels via an eight-speed automatic transmission and a limited-slip rear differential. Maserati quotes a six-second sprint from zero to 60 mph, a number that puts the Hybrid about on par with the base model, and a top speed of over 150 mph. While the Levante's hybrid technology does not unlock electric-only driving range, it's much lighter than a comparable plug-in hybrid system, which would require a bigger and heavier battery pack. In turn, this solution gives the Hybrid better weight distribution than the V6-powered model. It's more agile to drive, according to Maserati. It takes a well-trained eye to tell the Levante Hybrid apart from the non-electrified model. Car-spotters should look for light blue accents on the fender-mounted air vents, on the brake calipers, and on the C-pillar emblems. Inside, the same shade of blue is found in the stitching that's on the seats, on the door panels, and on the dashboard. Maserati told Autoblog that, like the Ghibli Hybrid, the Levante Hybrid will not be sold in the United States. Sales in several overseas markets will start before the end of 2021, though pricing and availability haven't been announced yet. While we're not getting Maserati's first electrified SUV, it gives us a valuable look at how the Italian company plans to spread electrification across its range without completely neutering the DNA that characterizes it. That's significant insight, because one of the next electrified Maserati models will be a version of the MC12 supercar. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Maserati MC20 supercar plays in the snow