The 108 year old Maserati brand will be transformed over the next decade as it goes electric and tries to meet the requirements of modern luxury buyers.
While Maserati has always been perceived as a luxury brand with style and performance, the quality of the products has often been considered less than top notch, which has in turn led to poor residual values relative to competitors.
With the goal of improving residual values to help make the products more appealing to wealthy customers, Tavares committed to improving that quality and also remaining disciplined on pricing. While discounts can help push the metal, at least for Maserati, Tavares prefers to create an environment where there is a pull from customers rather than a push from the factory.
Current Maseratis and even the new GranTurismo feature a very classical Italian performance shape that is clearly driven by the internal combustion architecture. Whether those voluptuous curves remain a key component of the way Maseratis look a decade from now, remains to be seen. “So, stay tuned, you see further evolution of the Maserati brand through the product by leveraging the incredible opportunities we have of differentiating our platforms, leveraging what the wealth of Stellantis will put us in condition to do,” added Grasso. So we shouldn’t expect anything looking like a Tesla or Lucid in the near future, but an evolution is probable.
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