Maserati UK sales (or rather lack of them)

[jasst]

A friend of mine is a regional finance manager for Stellantis and has two Maserati dealers under his care, they have a target of one car a week to sell.

 

[bigbob]

Update as Gibbs would say. Maserati UK sold 91 cars in March. That's not a lot and less than half what was sold in March 2023. It's blow up mode. They are selling two SUVs, a mid engined hypercar and a GT. Sure the latter two are small volume but the SUVs are on message and look good. Should be doing better.

 

[keith]

Unfortunately to me Maserati have fallen into the 'irrelevant' car maker sector.
When I bought a Ghibli Diesel in 2015, this was unique in being an 'exotic' and all importantly different looking car amongst, at that point in time, a range of boring and totally unaspirational German alternatives - previously Jaguar used to offer that alternative, but following the launch of the XE and Mark 2 XF, they too thought it would be a good idea to copy the blandness of Audi etc!
A high spec Ghibli like I had looked like a car that cost more like 100k I/O the 60k after discount it cost me. Sure it probably didn't have the engine or dynamic qualities to match say a 5 series, but like 99% of car buyers driving day to day that was unimportant, it had a unique position in the market place.
Today Maserati are offering a GranTurismo which is some 50k more expensive than its predecessor, which puts it in direct competition with far more 'exotic' rivals from Aston Martin and Bentley. It used to be a cheaper, almost bargain price alternative for those who wanted something special but just couldn't afford the obvious rivals.
The same for the Grecale, why buy one when you can have a Porsche Macan, or even models from Range Rover. The Grecale is just an average looking SUV that arrived too late to make a dent in an already flooded SUV market, it has absolutely no USP.
I fear for the future of the brand, once your in the downward spiral of 'irrelevant' its very difficult to pullout!
Just if I may as an ex Maserati customer, in terms of aftersales I have to say I always had good experiences with the two dealers I used - Joe Macari and HR Owen in London. Yes they were more expensive than if I had a BMW for example, but I always felt I was a highly valued customer with excellent service provided by the staff. It almost felt as though I had a Ferrari or Rolls Royce than just a humble Ghibli Diesel!
Turning to my choice of my replacement in 2022 - a Genesis Electrified G80, like the Ghibli here was a car - an all too rare these days an executive saloon, that firstly embraced the new and what will become the technology for all vehicles in the future in that it is an EV, but like in 2015 a unique alternative to its only rival the Mercedes EQE. However like the Ghibli it looks unique often being confused for a Bentley, and offers all the qualities of luxury that my Maserati had, but with bang upto date technology including semi autonomous driving, which on todays congested roads, with absurd speed limits - 20mph and variable speed limit motorways, makes driving so much more relaxing. It all has almost Rolls Royce Phanton levels of refinement, which is far more important than being able to drive down an elusive deserted country road at speed.
Finally like with my Maserati aftersales experiences, the aftersales service is hugely impressive, AND free of charge for five years!
By the way, whilst I could get castigated for no longer being a Maserati owner, and having switched to the dark side of EV ownership, how this forum is probably unique in its contributors welcoming comments from now a non owner, and despite some 'ribbing' always making me feel like a welcome member of this community. Sportmaserati, perhaps unlike its namesake, is certainly 'unique' in this respect, and as a member for 9 years, am always mindful of the close knit nature of this forum!

 

[Nibby]

Today Maserati are offering a GranTurismo which is some 50k more expensive than its predecessor, which puts it in direct competition with far more 'exotic' rivals from Aston Martin and Bentley. It used to be a cheaper, almost bargain price alternative for those who wanted something special but just couldn't afford the obvious rivals.

Tbh I don’t think Aston Martin and Bentley are far more exotic, people with only a slight interest in cars which is the majority of the population ‘Maserati’ is still an exotic car manufacturer of the highest order. To most successful people a Porsche Cayanne/Macan is exclusive enough for them, backed up by numerous dealers and Indy’s and supposed reliability. Maserati on the other hand on the internet according to the keyboard warriors who’ve never had one are unreliable and depreciate bad, probably the depreciation is partly due to the misinformation on the reliability.

 

[williamsmix]

The sooner it gets back to niche and low volume the better. 6-7 dealers and keep it low volume it’d be fine. I feel for the dealers as it’s crazy how many new cars they’re meant to sell each month/year.

The development and production set up costs for new models are probably too high for 'low volume' to be economically viable, to get pay back ...

 

[cheburator]

I was just about to say that Maserati has far more history and tradition than Aston Martin or Bentley. It was never a cheap alternative - a real Ghibli or a Bora had no real rivals from pretty much anyone but Ferrari or Lamborghini… I got a feeling that while a new Bentley would be on another level to the GT in terms of materials, dynamically the Maserati would be streets ahead.

Where the brand is severely failing is that there is no support for us, existing owners and as a result nobody is keen to catch a falling knife with a new car. It’s not normal that I can walk into my local OPC and buy 98% of a 928 which was made between 1977 and 1982, while a stupid wheel bearing for a GT was on back order until recently… Porsche keep showering me with “support” for my classic 911s, 928s and 944s - special discounts, special magazine, surveys what NLA parts they should recommission, free health checks, registers etc. Maserati don’t even what to know, and yet, the GT was the car that kept the company going recently ‍♂️. That’s the problem - the total disregard for the rich past and existing owners… How else do you build brand loyalty? Certainly not by having DB driving a lame SUV…

 

[Ewan]

When I bought my first Maserati, they couldn’t sell 9 in a month in the U.K., let alone 90! So they’ve made progress.

 

[bigbob]

When I bought my first Maserati, they couldn’t sell 9 in a month in the U.K., let alone 90! So they’ve made progress.

The world has changed a lot. You were probably ahead of me but Lyndhurst happily put me in a nearly new 3200 with a low chassis number that was a delight to own and came with a crib sheet of tips as to how not to spin it on a roundabout. A couple of years earlier Audi gave me a weekend at Goodwood with a track day to apologise for my S4 early order being delayed a tad. Volumes of these sort of things were tiny then. Very different now.

 

[midlifecrisis]

semi autonomous driving, which on todays congested roads, with absurd speed limits - 20mph and variable speed limit motorways, makes driving so much more relaxing.

Not sure I'd want autonomous driving in a driver's car... otherwise I'd get a train.

 

[keith]

Not sure I'd want autonomous driving in a driver's car... otherwise I'd get a train.

I for sure can understand your point of view, and an old school driver of a sports car will always dream of an open road where he can put both his or indeed her skills to the test, whilst exploring the dynamic ability of the car.
However, and regrettably for this kind of driver, both legislation and the ever increasing anti car brigade, are making such pass times something that is in the past.
The garbage 20 mph limits, and average speed zones are being stringently enforced by local Council's as they can now receive the revenue for the fines. This enforcement has nothing to do with safety and takes zero account of time of day or traffic and road conditions that historically would be a consideration of an officer in a Police car. Its now just about making as much profit out of the beleaguered motorist/taxpayer.
It used to be the case that local government and big business had a code of decency, but having seen how dodgy Street traders can take advantage of the Public, those big organisations clearly thought they should get in on the act.
Be it local authorities doing their best to extract money, or business, like the dreaded scum insurance companies trying to find any excuse not to pay out. The motto is the public are fair game!
Sorry for going so off topic, but I'm arguing today with my private health insurer, who are best described as a bunch of Pirates!
Just to go back to my motoring point, whether your stuck in traffic by a buffoon that should never have a licence doing even less than twenty , making you almost visceraly hate the driver, or your on a variable speed limit motorway, where even if the speed reduction signs aren't showing, any attempt to travel much over 70 can lead to a letter in the post and points on your licence, sitting in luxurious surroundings letting the car do all the work seems like the only antidote!!

 

[midlifecrisis]

I for sure can understand your point of view, and an old school driver of a sports car will always dream of an open road where he can put both his or indeed her skills to the test, whilst exploring the dynamic ability of the car.
However, and regrettably for this kind of driver, both legislation and the ever increasing anti car brigade, are making such pass times something that is in the past.
The garbage 20 mph limits, and average speed zones are being stringently enforced by local Council's as they can now receive the revenue for the fines. This enforcement has nothing to do with safety and takes zero account of time of day or traffic and road conditions that historically would be a consideration of an officer in a Police car. Its now just about making as much profit out of the beleaguered motorist/taxpayer.
It used to be the case that local government and big business had a code of decency, but having seen how dodgy Street traders can take advantage of the Public, those big organisations clearly thought they should get in on the act.
Be it local authorities doing their best to extract money, or business, like the dreaded scum insurance companies trying to find any excuse not to pay out. The motto is the public are fair game!
Sorry for going so off topic, but I'm arguing today with my private health insurer, who are best described as a bunch of Pirates!
Just to go back to my motoring point, whether your stuck in traffic by a buffoon that should never have a licence doing even less than twenty , making you almost visceraly hate the driver, or your on a variable speed limit motorway, where even if the speed reduction signs aren't showing, any attempt to travel much over 70 can lead to a letter in the post and points on your licence, sitting in luxurious surroundings letting the car do all the work seems like the only antidote!!

Glass half empty...

Me..I don't worry about it and just get out and live. I tend to find roads are clear...

private health care is for suckers.

 

[c4sman]

I really think the lack of owner support is a massive drag on sales. As mentioned above, the way Porsche approach this is the polar opposite resulting in lots of repeat business and owners with 2 or 3 Porsches. A classic with full dealer support and a brand new SUV or sports car proudly parked next to it.

 

[safrane]

Only 11 dealers in the UK, so c8/9 cars each...

 

[Italiano]

I shall voice a personal opinion on the Italian saga.
I've mostly had italian cars and one of my favourites was the Lancia Integrale.
Lancia were 7 consecutive times world champions, and if I'm correct, still hold that record.
Lancia back in the day, never advertised that achievement, and to this day, italian marques refuse to promote their hardware.
Why would you buy a product that you know nothing of.
Fiat - the crappy working class cars
Alfa - the sporty car
Lancia - what's one of those
Maserati - the rich man's car.
Not to mention the bad press of italian cars of days gone by that people still remember.
All I get when people see my QP is, your brave to buy one of those, must cost you a fortune.
Porshe make their fortune on image and reliability, after care support, and knowledge of product. They have honned their skills to capture the public interest.
The Italian boys still treat the market as a hobby.
I'm italian and it infuriates me no end.
Low volume is great if the product is desirable, an Aston turns heads when it appears, they are not that reliable but they have managed to retain that air of mystery and intrigue.
Maserati new prices are not sustainable and I remember when Lancia pulled out of UK market because sales targets were not being met.
Do not think that would not happen again under stellantis, after all, shareholders rule

 

[Guy]

Sad for Alfa.

16,867 new Alfas sold in UK in 2001. 1500 last year....
No replacements for Mito and Giulietta and market resistant to outstanding Giulia and Stelvio models.
€1.7m 33 Stradale sold out though - all 33 of them!

 

[safrane]

Now that is shocking.

I suspect the group will survive by badge engineering all their platforms for the home markets and start dropping dealers for the other types that don't match the locality.

UK will end up with what ever costs the most, available in black or white with black interior, so the PCP is buttons.

 

[Ewan]

Sad for Alfa.

16,867 new Alfas sold in UK in 2001. 1500 last year....
No replacements for Mito and Giulietta and market resistant to outstanding Giulia and Stelvio models.
€1.7m 33 Stradale sold out though - all 33 of them!

So selling 33 Stradales probably equalled the turnover of all the Alfas sold in the U.K. in 4 months or so. Crazy.
Maybe top-end niche is the way to go?!
I’d not be surprised if Singer made more profit than Maserati, McLaren, Aston and Alfa put together.

 

[williamsmix]

Sad for Alfa.

16,867 new Alfas sold in UK in 2001. 1500 last year....
No replacements for Mito and Giulietta and market resistant to outstanding Giulia and Stelvio models.
€1.7m 33 Stradale sold out though - all 33 of them!

Yes, they did sell out, although that was unlikely to be at a profit given the costs of bringing a new car to market. I reckon that marketing exercise - if that’s what it was - cost them dearly as it doesn’t seem to have promoted sales from what you are saying. Anything like an improved 4C in the pipeline to build on the development of the 33 and rescue the situation(?) …

 

[midlifecrisis]

Of course Singer will make more profit, they're vastly overpriced.

 

[Guy]

Of course Singer will make more profit, they're vastly overpriced.

I wondered the same and then saw Harry's Garage on the UK Singer - Theon? The man hours it takes to build these things is incredible - same on the Alfaholics side. Bespoke has always been very expensive, without economies of scale in build or purchasing.