Monday , January 17 2022

The wrong strategy blamed the poor sales performance of Maserati


Maserati has been experiencing a mistake in recent years compared to previous years of success. CEO Fiat Chrysler Automobiles (FCA), Mike Manley, recently admitted that mistakes were made & # 39; when dealing with the luxury Italian brand, accompanying a report from Automotive News. The former Jeep brand had the FCA leadership after Sergio Marchionne's long-term Chief Executive was over.

"FCA's decision to bundle Maserati with the death of Alfa Romeo under one leader was a mistake," said Manley for analysts on the C3 FCA earnings call.

Based on an interim Q3 FCA report, Maserati earnings had dropped as much as 87% to EUR 15 million in C3 this year, compared to the same period last year. As a result of a 19% decline in global vehicle loads, only 8,800 units sold the luxury marque compared to 10,900 units during the same period in 2017. In general, Maserati profit margins had dropped to 2.4 per cent for the quarter and is expected to continue the constant period until the end of 2018.

FCA intends to reverse the poor performance of Maserati in the market

According to Manley, poor financial performance was partly due to the mistakes made on how the Maserati brand itself was handled. Due to the FCA's decision to bundle Maserati and Alfa Romeo under one leader, Maserati was subsequently managed almost as if it were a crowd market & # 39; rather than a luxury one.

"Looking back, as we put Maserati and Alpha together, he did two things. Firstly, it reduced the focus on the Maserati brand. Secondly, Maserati was treated for almost a while as if a market was a brand market, It is not and should not be treated so, "said Manley talking to News Automotive.

FCA intends to reverse the poor performance of Maserati in the market

Apart from mismanagement, the report also states that Maserati is hit by the recent slowdown in the Chinese market and WPTT emission standards in Europe. Given that Maserati has been producing the same vehicles for years, this is also likely to be one of the reasons for the reduction. GranTurismo has been producing since 2007 while the Quatroporte and Ghibli in 2012 and 2013 respectively. Although there have been updates here and for both models, they are still the same vehicles that are older.

Alfieri concept

Maserati has not yet disclosed production versions based on their Alfieri concept shown in 2014. Alfieri's aim is to replace the GranTurismo coupe and transformation. It is also expected that there will be new four-door models by 2022 along with a new SUV to turn right under the Levante.

FCA's late manager, Sergio Marchionne, had ambitious plans for Maserati. He expected the Italian marque to provide 75,000 vehicles in 2018. However, back in June 1, the target was 50,000. Given the brand only 26,400 vehicles sold during the first nine months of 2018, Maserati is unlikely to be able to reach this scheme, as it would have to sell almost 24,000 vehicles on for Q4 only.

Last month, FCA appointed Harald Wester's chief technology officer as the new head of Maserati, who had previously led the brand from 2008 to 2016. Manley says that Wester has a good understanding of the luxury market together with & # 39 ; deep understanding & # 39; o Maserati brand.

Jean-Philippe Leloup has also been recruited from Ferrari to lead a new Maserati Commercial unit to look after global sales.

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