The order books at Maserati are once again in a dark place. This year's sales will amount to around only half what they were in 2023, which itself was hardly a bumper crop. The problem, according to Carlos Tavares, big boss of parent company Stellantis, is marketing. Simple as that. Not selling anywhere near enough Grecales - the Macan-rivalling crossover that should be the engine room of Maserati's business - boils down to a failure to sell the story of 'dolce vita', as Tavares puts it.
It might also have something to do with the Grecale being overpriced, but I have some sympathy with Tavares' view because the marketers do at least have that most useful crutch for shifting less exciting metal: a halo model. And what a halo model it is. For the past few months we've lived with this Giallo Genio MC20 supercar and there's barely a staffer who hasn't fallen for its left-field charms. It is quite different from its McLaren and Ferrari peers, being non-hybrid, less powerful and somewhat languid in its behaviour, but there is something about its stunning silhouette, its uncivilised exhaust blare and its usability that makes it supremely covetable.
Denne historien er fra November 27, 2024-utgaven av Autocar UK.
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Denne historien er fra November 27, 2024-utgaven av Autocar UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
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