Maserati’s Revival: A Closer Look at the Italian Automaker’s Model Range Renewal
Maserati has been on a mission to revamp its model range in recent years, and the results have been promising. As a road tester, I’ve had the opportunity to test many of Maserati’s new cars, and I must say, the sense of familiarity they bring is encouraging.
The Italian automaker has undergone a revival, thanks to investments that aim to position Maserati as a strong competitor to German luxury brands. While some may question whether a lineup of 3.5-star cars can truly challenge the Germans, it’s important to take a step back and look at the bigger picture.
Maserati’s model range renewal is extensive, with most of its cars being less than three years old. In contrast, Jaguar has withdrawn all but one of its cars from sale until new electric vehicles arrive. Maserati, on the other hand, has made significant strides in keeping its lineup fresh.
There have been rumors that Maserati might be up for sale, but the company has denied any such plans. And I believe that selling Maserati would be a huge loss. The automaker has done an impressive job of covering market territory with its lineup. From the Grecale SUV to the Granturismo and Grancabrio, Maserati offers both petrol and electric powertrain options. Furthermore, an electric version of the MC20 is reportedly in the works to complement the existing petrol model.
This strategy of offering customers choice is a smart move. While governments around the world are pushing for electric vehicle adoption, the reality is that consumer appetite for EVs still lags behind. Maserati understands this and continues to cater to customers who prefer petrol-powered vehicles.
In contrast to Porsche’s decision to go all-electric with its Macan by 2025, Maserati’s commitment to offering petrol alternatives, despite increasing taxes and restrictions, demonstrates its understanding of market demand. This approach ensures that customers who prefer petrol-powered cars still have options available to them.
However, Maserati’s decision to develop both electric and petrol versions of each model may have stretched its development resources too thin. The recent launch of the electric Grecale Folgore revealed that it lags behind its competitors in terms of luxury and driving experience. This should be a concern for the company’s management.
Nevertheless, Maserati’s petrol-powered cars have a distinctive character that sets them apart from their rivals. While they may not be objectively “good” in the same way their competitors are, they offer a unique driving experience and a level of comfort that is often lacking in other luxury brands that try too hard to be sporty.
Maseratis have a certain “naughty streak” that makes them more fun to drive. They strike a balance between comfort and performance, making them enjoyable for both everyday driving and spirited journeys.
Overall, Maserati’s model range renewal has been impressive. The brand has managed to maintain its special status and unique identity within the Stellantis group. Unlike other brands aiming for the sub-Bentley space, Maserati actually has a range of cars available for sale today.
While there have been bumps along the way, Maserati’s clear identity and range of offerings position it well for long-term success. However, the key to sustained success lies in consistency. Maserati must continue to deliver on its promise of distinctive and enjoyable cars while addressing the shortcomings of its electric offerings.
In conclusion, Maserati’s model range renewal has breathed new life into the brand. The company’s commitment to offering customers choice and maintaining its unique character sets it apart from its competitors. With the right focus on consistency and improvement, Maserati has the potential to become a formidable player in the luxury car market.
