Maserati executive car tests Fiat's push into luxury
MILAN: In these lean economic times, even supercar makers are reaching down-market - which for Maserati means a price tag below 100,000 euros ($131,000).
The Italian company owned by Fiat is reinventing its venerable Ghibli tourer as an "executive sedan" aimed squarely, as the description suggests, at people who still have to work.
The car, due to be unveiled at the Shanghai auto show on Saturday, is an early test of Fiat boss Sergio Marchionne's efforts to squeeze more cash out of the prestigious Maserati and Alfa Romeo brands. The plan would see Maserati sales surge eight-fold.
The outcome will help decide whether Fiat - a company founded in the late 19th century - survives the collapse of the auto market in Europe, where its losses reached 738 million euros last year, putting factories and thousands of jobs at risk.
Maserati will have to perform a difficult balancing act to emulate the success of Germany's BMW, Daimler and Volkswagen's Audi by rolling out more affordable models aimed at a broader client base without tarnishing one of the auto industry's most hallowed brands.
"This battle won't be won with individuals walking into showrooms with their cheque books," said Geoff Lancaster, chairman of Britain's Maserati Club. "It will be won by Maserati convincing the leasing companies and fleet managers that their product is competitive on a cost-per-mile basis with BMW and Mercedes."
Founded a century ago in Bologna by the five Maserati brothers, the company secured its place in racing history by winning the Indianapolis 500 in 1939 and 1940. After passing through the hands of a succession of owners including PSA Peugeot Citroen, Maserati was bought by Fiat in 1993.
The Ghibli is a smaller, sportier version of the 110,000-euro Quattroporte and the brand's second four-door car. Named after a wind, like most Maseratis, the original 1967 model and a 1992-97 successor were both two-door GT coupes.
The revived Ghibli arrives in Europe and China this summer and U.S. showrooms later in the year, to be followed in 2014 by a new Levante crossover sport-utility vehicle.
The Ghibli's prices will start somewhere between 50,000 and 100,000 euros, Fiat has said, declining to comment on reports in the motoring press of a 70,000 euro entry ticket.
Brand chief Harald Wester is expected to announce prices and sales targets at the Shanghai show.
Fiat unions have been told the carmaker will add a second shift at its Maserati plant in Turin.
Maserati hopes the entry-level car will draw more buyers with its racing pedigree, powerful engines and alluring styling.
"For Maserati to grow, it needs to get into this segment with a smaller car at a lower price," said Pierluigi Santoro, a doctor and Maserati enthusiast based in Naples.
The Italian company owned by Fiat is reinventing its venerable Ghibli tourer as an "executive sedan" aimed squarely, as the description suggests, at people who still have to work.
The car, due to be unveiled at the Shanghai auto show on Saturday, is an early test of Fiat boss Sergio Marchionne's efforts to squeeze more cash out of the prestigious Maserati and Alfa Romeo brands. The plan would see Maserati sales surge eight-fold.
The outcome will help decide whether Fiat - a company founded in the late 19th century - survives the collapse of the auto market in Europe, where its losses reached 738 million euros last year, putting factories and thousands of jobs at risk.
Maserati will have to perform a difficult balancing act to emulate the success of Germany's BMW, Daimler and Volkswagen's Audi by rolling out more affordable models aimed at a broader client base without tarnishing one of the auto industry's most hallowed brands.
"This battle won't be won with individuals walking into showrooms with their cheque books," said Geoff Lancaster, chairman of Britain's Maserati Club. "It will be won by Maserati convincing the leasing companies and fleet managers that their product is competitive on a cost-per-mile basis with BMW and Mercedes."
Founded a century ago in Bologna by the five Maserati brothers, the company secured its place in racing history by winning the Indianapolis 500 in 1939 and 1940. After passing through the hands of a succession of owners including PSA Peugeot Citroen, Maserati was bought by Fiat in 1993.
The Ghibli is a smaller, sportier version of the 110,000-euro Quattroporte and the brand's second four-door car. Named after a wind, like most Maseratis, the original 1967 model and a 1992-97 successor were both two-door GT coupes.
The revived Ghibli arrives in Europe and China this summer and U.S. showrooms later in the year, to be followed in 2014 by a new Levante crossover sport-utility vehicle.
The Ghibli's prices will start somewhere between 50,000 and 100,000 euros, Fiat has said, declining to comment on reports in the motoring press of a 70,000 euro entry ticket.
Brand chief Harald Wester is expected to announce prices and sales targets at the Shanghai show.
Fiat unions have been told the carmaker will add a second shift at its Maserati plant in Turin.
Maserati hopes the entry-level car will draw more buyers with its racing pedigree, powerful engines and alluring styling.
"For Maserati to grow, it needs to get into this segment with a smaller car at a lower price," said Pierluigi Santoro, a doctor and Maserati enthusiast based in Naples.
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