Now that Ferrari is to become a bit separated from the rest of the family at Fiat, will luxury brand Maserati become the new flagship? Just last year Fiat CEO Sergio Marchionne announced that the prestigious Ferrari brand would be spun off into its own sort-of entity in order to receive healthier gains for the company overall. What that means is that the majority of Ferrari shares remain with FCA, but now others have the ability to purchase stakes for the first time ever.
With Ferrari in it’s own cozy stable, does that make Maserati the new kingpin? According to some sources, Fiat is now grooming Maserati to become even more of a marquee than it already is, which would make it the Fiat front runner. Marchionne stated that Maserati is to become “the most coveted, exclusive brand that we have.”
To some this plan poses a bit of an issue, seeing as how Maserati currently only offers 3 models: the Ghibli, the Quattroporte and the Gran Turismo. Does this mean that Maserati intends to expand their portfolio with items like an SUV and a higher performance coupe and sedan offering in order to compete? With much competition to entice BMW, Mercedes-Benz and Audi customers, it could be a more sound move for Maserati to align its ambitions to compete with Bentley or Rolls-Royce. Overall, major brands are clearly providing more options in their lineups than ever before, with hybrid and electric offerings, eco-friendly little luxury SUVs and more, which will make it essential for Maserati to emerge from their standard approach of crafting a couple of flagships and relying on that adorable little logo. Fiat did not become such a powerhouse by accident, however, so they likely have quite the ace up their sleeve for the future of Maserati.
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