Maserati is going to develop and all-new replacement for its
super-luxury Quattoporte sedan and step down a rung into
building a high-end E-segment contender, that was the main
news for the Trident brand from the Fiat Group's investor
day in Turin where the carmaker is outlining its 2010-2014
business plan. "Enlarging [its] business" and "chasing
double digit growth" will be the prorities for Maserati
under the leadership of CEO Harald J Wester who is also the
Fiat Group's Chief Technical Officer and responsible for
steering the fortunes of Alfa Romeo and Abarth.
"Maserati becomes a relevant player in
the G, H and High-end E segment ranking within top premium
manufacturers," read the title to the Trident's
presentation.
The Quattroporte was launched in
2003 when the Trident was then under the direction of
Ferrari, and it signified a new direction as well as
reviving Maserati's tradition of building large, luxury
sedans. Initially it had the 115,000-160,000 euros segment
virtually to itself although the failure to provide an
automatic gearbox option from the outset, vital in the
class, hindered sales. Now, with a mid-life facelift almost
two years under its belt, it faces new, tough rivals, such
as Porsche's new Panamera, in what is becoming a more
crowded segment. "Develop new generation of Quattroporte
with a completely new style, offering outstanding driving
emotions and high-level quality," read the presentation
today.
Maserati also plans to develop a
brand-new E-segment sedan contender, branching the brand out
into new waters. The presentational slide issued today
states: "Extend luxury market coverage by entering High-end
E segment offering a new product package with specific
contents in order to exploit Maserati DNA." While there were
few specifics and no timelines involved in the slides, and
it must be remembered that Fiat Group investor materials are
always littered with models that are included mainly to
improve the value of the presentation, pushing the Trident
brand into E-segment will allow a platform sharing exercise
with Chrysler Group (supplying the technology) and
potentially sharing with Maserati, Alfa Romeo and Lancia to
create economies of scale. The slide also adds that it will
"maintain and sustain GranTurismo and GranCabrio products in
H segment."
Maserati's key objectives for the
2010-2014 period will be to (i) Increase the global market
share in the G segment from 3 to 8 percent; (ii) Reach a
global market share penetration in High-end E segment above
10 percent; Maintain in H segment current top 3 ranking
position with a market share above 10 percent; (iii) Dealer
network improvement to support volume growth; (iv) New
production organisation in line with targeted volumes; and
(v) Production efficiencies and fixed cost optimisation.
