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Exclusivity key to Maserati Down Under
Maserati is looking to increase its sales tenfold Down Under, but will remain exclusiveMaserati is planning for 1000 per cent sales growth in Australia before the end of the decade. But despite the massive growth in percentage terms, the Italian manufacturer will strive to remain "exclusive."
Managing Director of Maserati General Overseas Markets, Umberto Cini (pictured), delivered the news this week.
In one of his regular visits to the region, Cini revealed Australia is a "strategic market" for the Italian brand, which along with Ferrari, remains part of the Fiat Chrysler Automobiles (FCA) group.
He defined Ferrari's market slice as "exotic" while Maserati would prosper in the "exclusive" zone. He also confirmed Australia's position as one of the Trident brand's highest share markets.
In line with the five-year plan outlined for the brand by FCA boss Sergio Marchionne and Maserati CEO Harald Wester in May, Maserati will grow sales to more than 50,000 units worldwide but will eventually cap volume at 75,000 cars.
Locally that will translate to around 1500 sales per annum, said Cini.
On current volumes this would position the marque at around half of the share of archrivals, Porsche. It's a position, with which the Dubai (UAE)-based Maserati exec is happy.
"Definitely below Porsche [in sales volume], definitely," Cini told motoring.com.au.
"In terms of overall total volume, our production and our global target is definitely below our competitors—especially with Porsche. Don't forget that they have a product range which is much, much wider than ours. Even in our best dream, when our [full] new product will be rolled out, we would smaller than the product portfolio they have.
"[Locally] this will allow us to remain exclusive, but still be able to satisfy more customers that want to move up, let's say, to the Maserati brand," Cini explained.
In the first six months of 2014, Maserati registered more cars in Australia than it did in the whole of 2014 – 154 versus 134. With the local launch of the Ghibli executive-class sedan occurring last month, almost a third of that total was in June alone.
Nonethless, Cini believes June's run-rate will be indicative of Maserati volumes for the rest of 2014, suggesting a total of close to 450 new Maseratis in local garages by year end.
That number is still a long way short of the 1500 target, however. Cini says Maserati's new Levante crossover will also be a key contributor to local growth. Due to launch in Europe in 2016 but coming Down Under later, the all-wheel drive SUV will not only be the cheapest Maserati offered here but it will also likely be the brand's best-seller.
"We have to refer to the total market that we talk to. The SUV market in Australia – especially the luxury SUV market, which is what is of our interest – is definitely a bigger size than the sedan market.
"It could be [our best seller]. The market is there," Cini stated.
Cini and local brand boss, EAI (European Automotive Imports) Glen Sealey, confirmed a variant of the vehicle would likely match Porsche's Cayenne entry-level turbo-diesel model in terms of pricing.
This is a backflip on the brand's statement that Levante would be a $150,000 proposition in the local market.
But Cini is adamant even the entry-level car will remain true to Maserati's brand values.
"Even the [entry-level] Levante would be a real Maserati car and a real sports SUV... We will introduce it to the market, keeping our brand in mind, first of all.
"[But] Definitely we will be able to meet the customer needs with these [diesel] engines, for sure. In terms of price, we do foresee a kind of premium on the main competitors... Most probably would be a little over," Cini revealed.
Porsche customers are high on Maserati's target list but Cini says the brand has a wider range of competitors.
"Porsche is our competitor, but we compete with all the premium and luxury brands.
"If you think about it, our Quattroporte competes with Mercedes S[-Class] – only the high level, high capacity engine, of course. Same for BMW, same for Jaguar, same even with Bentley...
"It's quite surprising how, especially in Australia, our top version of the Quattroporte is the best-selling version. So this is in line with the strong awareness and the strong position of our brand."
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Written byMike Sinclair
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Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
If the price does not contain the notation that it is "Drive Away", the price may not include additional costs, such as stamp duty and other government charges.
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