With the expansion of the Maserati brand, as well as its redesigns, the Italian automaker has established itself as the crux of Fiat Chrysler Automobile’s plans for greater profitability. In recent months, we’ve seen the release of the Ghibli and redesigns of the Quattroporte – still offering the sports performance coupled with the limousine luxury upon which the car manufacturer has built its reputation. Sales of the Ghibli have exceeded expectations, particularly following the hugely successful advertising campaign that began with commercials aired during the Super Bowl.
Maserati saw record-breaking sales last year, reaching 15,400 units sold. Though it is only a fraction of the 50,000 units-sold goal set for 2015, the increase benefited FCA’s bottom line. This encouraging development prompted FCA executives to consider increasing the number of models the Trident marquee offers. This includes the definitive plans to produce its first-ever SUV, the Levante.
Sergio Marchionne, CEO of Fiat Chrysler Automobiles, announced at the Geneva Motor Show that the company is “getting Mirafiori ready for production (of the Levante). The first bodies are expected for 2015.”
The success of Maserati is paramount to Fiat’s survival in a competitive market, especially among European consumers. It will also herald a resumption of work for thousands of Fiat employees on temporary layoffs. The brand, however, must draw car buyers from other luxury auto makers like BMW, Audi, and Mercedes-Benz. In order to do so, Maserati must offer more affordable models without undermining the reputation of the sanctified car manufacturer.
With the Alfieri model indicating the things to come for the Italian automaker, Marchionne expressed optimism about the future despite the difficulties in transitioning an exclusive brand into a mass-market name. The CEO also stated at a press conference earlier this week that Maserati is “living proof of the fact that Italians know how to build great cars.”
At Maserati of Raleigh, we know the greatness of this line of cars. We offer a welcoming atmosphere, a vast inventory, and knowledgeable brand ambassadors that are sure to impress you.