Maserati’s struggles to become a true luxury contender

Maserati is an Italian luxurious car model with a wealthy heritage, Ferrari engines and, some would say, gorgeous type.

But its gross sales numbers pale in comparison to luxurious competitors these kinds of as BMW, Audi, and even Porsche. Sector insiders also say Maserati suffers from a lack of client consciousness and an unclear manufacturer identification.

Maserati’s guardian Fiat-Chrysler concluded its merger with France’s Groupe PSA in 2021, forming Stellantis. PSA did not have significantly in the way of luxury brand names, with the exception of DS Vehicles. Fiat-Chrysler experienced some luxurious trims on cars and premium makes these kinds of as Alfa Romeo, but Maserati could possibly be the most exceptional identify in Stellantis’ steady.

On the other hand, the car maker requires new products that dazzle future consumers and entice eyeballs absent from its rivals. So significantly, even at the time smaller sports vehicle makers this sort of as Porsche now much outsell Maserati.

In 2020 and 2021, the company included new models to its higher-functionality Trofeo selection, which competes with other significant performance luxury badges these as Mercedes AMG and BMW M. in 2020, Maserati also unveiled the MC20 – the brand’s to start with true supercar in many years.