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Marchionne wants Maserati to be FCA's new Ferrari

Fiat Chrysler Automobiles is gearing up to spin Ferrari, its most profitable brand, off into another company, and float its stock on the open market. That means it's going to need another profit-driver to generate income for the rest of the group. And according to its chief executive Sergio Marchionne, that mantle will soon be picked up by Maserati. FCA is betting big on Maserati, which has long stood as a niche marque with a limited array of models and low sales numbers. In addition to the recently introduced Ghibli and Quattroporte sedans – now crucially offered with diesels and all-wheel drive – Maserati is preparing to roll out the Levante crossover that promises to do for the Modenese marque what the Cayenne did for Porsche. Due in part to the success of its first crossover, Porsche turned itself from a niche sports car manufacturer into an immensely profitable automaker that was (nearly) capable of buying out the entire Volkswagen Group. Maserati's resurgence is part of a two-pronged assault FCA is plotting against its German rivals. Maserati will be charged with taking on the higher end of the Mercedes, BMW, and Audi ranges (from the E-Class, 5 Series and A6 upwards). Meanwhile, Alfa Romeo will go after the lower end of the luxury spectrum with the new Giulia (aimed at the C-Class, 3 Series and A4) and other models to follow. FCA aims to turn Maserati and Alfa Romeo (along with Jeep) into global brands, broadening the narrow geographical appeal they have held until now. In order to generate enough profit to support the rest of the group as Ferrari has, Maserati will need to find a way to increase its profit margins. Bloomberg reports that Ferraris command a 13-percent profit margin, and while the ten percent that Maseratis list for is still triple that of the FCA average, slow sales are forcing some dealers to offer deep incentives that cut significantly into that margin. Related Video:

2019 Maserati Ghibli GranLusso S Quick Spin Review | A mixed designer bag

It's been a minute since we've driven the Maserati Ghibli (our first drive was way back in 2013), the twin-turbocharged, V6-powered smaller sedan from the legendary Italian outfit. In the last couple years, rumors have swirled that the Ghibli would donate its platform to the Dodge Charger and its Challenger and 300 siblings. So, in a sense, our time in Southern California in the 2019 Maserati Ghibli GranLusso S was both a preview of FCA's shared rear-drive sedan future as well as a check-in about how the Ghibli is maturing in general. Not that the Ghibli hasn't evolved in the six years since it went on sale. For 2018, Maserati moved to an electrically-assisted steering rack, mostly to enable driver assistance systems with steering intervention. The V6's output has been bumped in the S, to 424 horsepower. The headlights and grille have been updated, too, to compliment the newer and more aggressive Levante. In Los Angeles, at least, the Ghibli doesn't stand out – the town is lousy with Ghiblis, Levantes, and Quattroportes. Good for Maserati, I suppose, but bad for exclusivity. Nor does the car pop in photos like it does in person. My tester was a metallic, creamy white, which is flat and dull in photos or from far away. That's a shame, because this car has phenomenal contouring. From behind the wheel, the driver's side fender porpoises above the shapely hood. Walking along the side, the curvature of the rear fender where it meets the deep tumblehome of the C-pillar is delightful. Everybody stares at an exotic, but the owner of a Ghibli should feel special contemplating their sheetmetal. This sense of specialness dissolves inside. There are Maserati tridents everywhere, presumably to help you remember that you're looking at the expensive Italian sports sedan you just purchased rather than a riot of low-rent, Chrysler-derived bits. The steering wheel buttons feel cheap and wobbly, the too-shiny center console finish seems synthetic, the prominent lighting and engine start/stop controls to the left of the steering wheel are ensconsed in a dull plastic surround. Some of the aesthetic choices – subjective, yes – are confounding. Take the textile inserts on the seats and door cards. I love the fact that interior designers are playing with textiles, which can be used to great effect. And the pitch here is compelling: an apparently famous Italian designer (Ermenegildo Zegna) used a fancy fabric (mulberry silk) with special weaves and textures.

Maserati releases quartet of videos featuring new Quattroporte

In case you missed it, Maserati has decided to introduce the world to its next Quattroporte well ahead of its official debut at the 2013 Detroit Auto Show in January. As expected, it's beautiful.
Not content to leave well enough alone, the Italian automaker has revealed a series of videos to go along with the six images and press release it had already let loose upon the globe's unsuspecting automotive press.
We're still a bit shaky on the details, but Maserati says the Quattroporte's new engine, assembled by Ferrari in Maranello, will "[establish] new benchmarks for Maserati in terms of power and acceleration." That sounds good to us, though we're not sure if that means 530 horsepower as possibly alluded to by the license plate on the press shots. We also note that the automaker says the car is designed to accept "a wide range of engine architectures," so that rumored supercharged V6 sounds likely.