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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 looking to book 13,000 sales of new Quattroporte in 2013

Europe's continuing financial woe is forcing automakers to get creative, and while Fiat may be scaling back its volume vehicles, it's looking to ramp up production of the exclusive Maserati brand. Following the debut of a new Quattroporte sedan, Fiat wants to boost Maserati sales to 50,000 vehicles by 2015. Maserati may lose as much as €7 million ($9.05 million) this year, and Fiat is betting big on Chrysler platforms and dealers to turn that around.
Currently regarded as a low-volume boutique carmaker, Maserati sold just 6,159 units last year, and 4,700 units through three quarters of this year. For 2013, Fiat boss Sergio Marchionne is targeting 13,000 in sales of the redesigned Quattroporte alone. Fiat apparently wants the brand's low volume image to change, hoping to position it closer to BMW and Porsche in the market.
The recent unveiling of the new Quattroporte will be followed by more new vehicle launches, including a crossover utility called Levante, and a long-promised sub-Quattroporte sedan, called Ghibli. The latter will share certain components with the Chrysler 300 sedan in an effort to optimize production costs. The Ghibli will be positioned to take on the BMW 5 Series and Mercedes-Benz E-Class. It's all in an effort to turn the profit tide for Maserati and its parent company Fiat amidst European economic turmoil.

2021 Maserati Quattroporte spied getting ready for another light refresh

Maserati just announced that both the Quattroporte and Ghibli sedans would get Trofeo versions next month, but it looks like the standard Quattroporte is going to get a facelift soon, too. The Quattroporte is on the old side of the spectrum at this point (last refreshed for 2017), and we expect this to be the last refresh before a totally new model is released. From the looks of these spy shots, Maserati is painting the Quattroporte with a very light brush. Camouflage simply covers the front bumper of the white sedan and the rear lights of the black one. Everything else looks identical to the current car, so look for an updated front bumper, grille and lights with this refresh on the exterior. The vast majority of changes coming to the Quattroporte are likely going to be those we can’t see.  Look for updated tech in the infotainment system and instrument cluster. ItÂ’s generally made up of tech borrowed from FCA now, so an update from the parent company could help the Quattroporte keep pace with its luxury competition. Expect minor updates with additional features and possibly a number of additional driver assistance technologies.  WeÂ’re still unsure if Maserati will update the engine lineup. Right now you can choose between a couple of boosted engines, one a V6 and the other a V8. When the Trofeo comes, we expect the new flagship will offer the same power as the Levante Trofeo with its Ferrari engine. The Quattroporte maxes out at 523 horsepower now, and if nothing else changes, the Trofeo would bring it up to 590 horsepower. Assuming the Trofeo debuts sporting the facelifted styling, we donÂ’t have long to wait for the full details on what weÂ’d assume is the 2021 model year car. Maserati says itÂ’s revealing the Trofeo on August 10, so check back in for the full details on that car and the Ghibli Trofeo. Related video: