Having sold about 35-45 cars a year between 2000-2004, the Italian brand began the first phase of its restructuring process in 2005 with an expanded national dealer network , as well as a greater personalisation programme.
That resulted in average annual sales of around 135 units, up until mid 2012.
Nonetheless, with its upcoming Levante SUV, as well as the Alfieri sports coupe and a looming replacement for the ageing GranTurismo in the next three years, the brand believes it can hit 1500 sales across Australian and New Zealand (with a 90:10 split in our favour) by 2018.
This lines up with Maserati’s global plans to cap production at 75,000 units per year, still significantly higher than stable mate Ferrari at 9,000.
Tripling the brand’s current sales is in line with Fiat Chrysler CEO Sergio Marchionne’s plans to better utilise Maserati’s brand equity, while Maserati's global CEO, Harald Wester, has promised that its upcoming cars will differ from its German rivals, which he called “f*#king boring” earlier this year.
Year to date (Jan-Sep), Maserati sales are up 36.4 percent (412 units), thanks in large to the Ghibli which has been the brand’s most popular model with 272 sales.
The Quattroporte is down 32.3 percent compared to last year, while the GranTurismo somehow managed to grow in sales yet again (up 14.3 percent) despite the model launching back in 2007.