Maserati Sales Data & Trends for the European Automotive Market
Maserati has been in a transition since 2013. Sales in Europe had declined every year since 2009, but 2013 marked the replacement of the flagship sedan Quattroporte and the introduction of a smaller four-door sedan Ghibli, which competes with high-end versions of the BMW 5-series/6-series Gran Coupe, Audi A6/A7 and Mercedes-Benz E-class/CLS. As a result, the Italian brand’s sales have increased sharply since that year, peaking at almost 10.000 sales in 2017, nearly tenfold of the brand’s volume in 2012 and up from the previous record at just under 3.300 units in 2008.
One of the reasons the brand was able to grow so quickly was the success of the Ghibli and the addition of optional diesel engines on both the Ghibli and Quattroporte. The Quattroporte and Ghibli were the first Maseratis ever to be offered with a diesel engine, a 3.0 liter V6 turbodiesel unit cranking out 275 horsepower (205 kW). The Italian brand has broken its annual sales record every year from 2014 to 2017.
Maserati also introduced its first SUV in 2016, based on the same platform as the brand’s two sedans. This model, named the Levante, is supposed do to Maserati what the Cayenne has done to Porsche: it has become the brand’s best selling model and increased Maserati sales volume even further and establish it as an Italian premium classy brand, especially in its two most important markets: the United States and China. A smaller SUV to fight the Porsche Macan, is planned as well.
Maserati’s other two models, the GranTurismo coupe and GranCabrio convertible have been on the market since 2007 and 2010 respectively and sales have faded slowly after peaking in their first year. At the Geneva Auto Show in March 2014, the Italian brand showed the Alfieri concept car, a very stylish coupe, originally planned to hit the market in 2018 with V6 engines only, followed by a convertible in 2019. These launches have since been delayed The GranCabrio will be discontinued, while the GranTurismo will be renewed in 2020. It will have a V8 engine to be positioned above the Alfieri coupe.
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