Maserati to Assess Rivals’ Move to Agency Sales Model

Maserati, the luxury car brand, is closely monitoring how its rivals are adapting to the switch to an agency sales model before making any decisions for itself. Peter Charters, the head of Maserati in the UK and Scandinavia, stated that while the company is currently satisfied with its dealer network model, it is keeping a close eye on the industry’s developments.

Maserati is part of the Stellantis group, which plans to implement the agency model first with its premium brands Alfa Romeo and DS in 2024, as well as for its van range. Originally scheduled for 2023, the changeover has been postponed. However, as Maserati operates in a more luxury space above the premium division, it is not obligated to follow suit and can continue selling through dealers rather than directly to customers.

Charters mentioned that Maserati is observing the moves made by Mercedes-Benz and Lotus, both of which have already transitioned to the agency model. Jaguar Land Rover (JLR) is also preparing its UK network to become sales agents for the company by the end of 2024. Mercedes reported that the shift to the agency model has increased its average sales price in the UK.

The agency model offers several advantages for car manufacturers. It allows them to track sales from initial customer inquiries to final delivery and enables them to set fixed prices for both online and dealer sales. Dealers are then paid a fee for each sale. However, the implementation of the agency model varies from company to company, with each adopting its own approach. Charters stated that Maserati will likely pilot the change before fully transitioning to the new model.

Meanwhile, Maserati is undergoing a range overhaul, introducing new and more expensive models such as the Granturismo electric and petrol coupé models, as well as the electric Grecale Folgore SUV. The company is bidding farewell to the Ghibli saloon this year with a final V8-powered model.

The decision to switch to an agency sales model is a significant one for car manufacturers. It represents a shift in how they interact with customers and sell their vehicles. By closely observing their rivals’ experiences, Maserati aims to gather valuable insights and determine the best approach for its own transition.

The agency model provides car manufacturers with greater control over the sales process and allows them to streamline operations. It also offers transparency and accountability, as sales can be tracked from start to finish. Additionally, setting fixed prices ensures consistency across all sales channels.

While Maserati’s current dealer network model has been successful thus far, the company recognizes the need to adapt to changing market dynamics. By assessing how other luxury brands navigate the transition to the agency model, Maserati can make informed decisions and ensure a smooth transition when the time comes.

In conclusion, Maserati is closely monitoring its rivals’ experiences with the agency sales model before making any changes to its own sales approach. The luxury car brand acknowledges the benefits of the agency model but wants to ensure it chooses the best strategy for its unique position in the market. As Maserati continues to revamp its range, it remains committed to delivering exceptional luxury vehicles while adapting to evolving industry trends.