Maserati to Introduce Two New Entry-Level Models

Maserati will add new cheaper models to its range in the next five years, according to Fiat’s five-year business plan announced yesterday in Turin, Italy.

The sport brand will build two new premium models priced between EUR55,000 and EUR70,000 ($73,640 to $93,730). Currently, the lowest priced Maserati is the GranTurismo, which retails in Europe at around EUR112,000 ($150,000). The reason for extending the Maserati range downward is to exploit the brand’s DNA, according to Fiat Group CEO, Sergio Marchionne.

He did not provide more details on when the new models would arrive, but said the two new cheaper models will be part of the high-end E segment. The target price that Marchionne mentioned for the new Maseratis would be close to what BMW is charging for the new BMW 5-series Gran Turismo.

Marchionne also added that the Quattroporte luxury sedan will be replaced somewhere between now and 2014. The car will feature a “completely new style, offering outstanding driving emotions and high-level quality”, reads the press release.

The Fiat boss explained that the launch of the new Maseratis would help increase combined revenues at Maserati and sister sports car brand Ferrari to more than 3.5 billion euros in 2014 from a little more than 2 billion euros in 2009.

Plans for the Maserati brand include the increasing of the global market share in the G segment from 3 percent to 8 percent, reaching a global market share penetration in the high-end E segment above 10 percent and managing to stay in the H segment's current top three, with a market share above 10 percent.
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