Maserati hopes to boost US sales with the new Quattroporte sedan

Article by Christian Andrei, on January 11, 2013

Fiat SpA will introduce a newly redesigned Maserati Quattroporte sedan at the upcoming Detroit Auto Show. This vehicle is expected to make the zero to 60mph sprint in less than 5 seconds. Fiat, the parent of now-profitable Chrysler, said that this vehicle is "Imported from Italy." The Quattroporte is comparable to the Chrysler sedan that Eminem had famously campaigned for.

The revival of Chrysler had benefited factory workers in the U.S. but this year, it will be the turn of the workers at Fiat’s Italian factories. Fiat is relying on the Turin-built Maseratis to widen the brand’s U.S. market share.

To achieve bigger volumes, Maserati has to entice consumers away from German and British luxury automakers. This presents quite a challenge since the brand hasn’t been heard about much in the past few years.

Maserati hopes to boost its annual sales from around 5,000 cars currently to 50,000 in 2015. It’s hoping that it will reap success with the release of a smaller, more affordable "entry-level" Ghibli model later this year and the Levante SUV that’s slated to arrive in 2014.

The redesigned Quattroporte will begin to arrive next month at European dealerships. It will get to U.S. shores in June. The U.S. pricing for the Quattroporte hasn’t been unveiled yet.

Its price in Europe ranges from 100,000 to 150,000 euros (or $132,100 to $198,200). The original Quattroporte was launched in Italy in 1963. UBS analyst Philippe Houchois said that the new Quattroporte sedan will not only be competing against the popular BMW and Audi models.

Maserati would also have to find a winning marketing and distribution strategy to increase its sales from its current 5,000 units to its 2015 target of 50,000. Fiat said that it aims to increase its number of dealerships around the world from 250 at the end of 2012 to 425 by 2015.

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