Maserati is expecting this year’s sales to be between 35,000 and 40,000 cars, according to chief executive Harald Wester in an interview with Reuters. The target means the brand would be able to more than double its sales in 2013, when sold just 15,400 vehicles. The target also means Maserati would be on track to achieving a sales target of 50,000 vehicles in 2015 – a goal that depends on the availability of its new Levante SUV.
According to Wester, Maserati was still on track to roll out the Levante by the end of next year with plans to produce at least 25,000 units a year starting in 2016. The revival of the Maserati brand and the relaunch of the Alfa Romeo marque are a vital part of parent Fiat Chrysler Automobiles' plan to finally get out of the red in Europe.
Wester told Reuters on the sidelines of the Paris auto show that the idea of capping annual at 75,000 still remains, although he "would not be dogmatic about it."
He remarked that with the cap, Maserati hopes to convey a message that it will remain an exclusive brand. He noted that volume is not the “most important parameter” at Maserati, adding that the brand will not offer a product below the Ghibli and will not compete on price as its rivals.
He expects the number of dealers carrying Maserati products to surge by another 100 retailers from the current 354 by the end of next year. He added that a network of such number should be enough to sell the product, even at future levels of about 75,000.
Maserati’s offering currently includes the GranTurismo coupe, Quattroporte upper-premium sedan and the Ghibli sedan. Future products include the Levante SUV, the Alfieri two-seat model.