Maserati wants out of crisis with new leadershipNovember 20, 2018
Maserati is seeking to regain its position in the global premium car market, but the new CEO, Mike Manley, is facing a big crisis.
According to Automotive News Europe, in the third quarter of 2018, the company’s profit fell by 87% compared to the same period last year, while car production fell by 19% to 8800 units, and their profitability fell from 13.8% to 2.4 %
Curiously, Maserati’s preliminary goal was a 14% profitability of cars by 2018 and 15% by 2022. Obviously, the current results are completely at odds with the company’s plans.
According to Manly himself, the main mistake of the FCA alliance, which owns the Italian manufacturer of supercars, was the merger of Maserati with the budget mass brand Alfa Romeo. Firstly, it distracted attention from Maserati, secondly, it led to the fact that for a long time the company worked in a mode, as if it was itself a brand for the mass market, not being such.
Trying to deal with the crisis, FCA also decided to appoint Harold Wester, chief of the technology department of the concern, who had previously led the brand from 2008 to 2016, responsible for Maserati.
Manly argues that Wester is well versed in the luxury car market and has a deep understanding of the Maserati brand. Interestingly, immediately after his appointment, Wester hired the former head of marketing and sales at Ferrari, Jean-Philip Leloupe, who will now head the newly formed organization called Maserati Commercial.
According to most analysts, one of the main problems of Maserati is the lack of new models in the struggle for customers with their more successful competitors. And the only new Levante model managed to get into that very single segment of premium SUVs and crossovers, which does not show growth.