Maserati’s Revival: A Promising Future Under Stellantis
A Fresh Sense of Familiarity
With its recent rush of model renewals, Maserati has not only provided plenty of work for road testers but also created a sense of familiarity with its cars. This revival moment has brought new hope for the brand, as it aims to challenge the dominance of German automakers. While some may question the quality of their cars, it’s important to consider the bigger picture.
A Comprehensive Model Range
Maserati’s model range renewal is quite extensive. Unlike Jaguar, which has withdrawn most of its cars until new EVs arrive, Maserati has made all but one of its cars less than three years old. This demonstrates their commitment to offering a diverse lineup to cater to different customer preferences.
A Canny Move: Offering Choice
Maserati’s decision to offer both petrol and electric powertrain options for their models is a strategic move. While there is a growing push for EV adoption, consumer demand for petrol-powered vehicles still exists. By providing options, Maserati ensures they can cater to a wider range of customers.
A Distinctive Character
Maserati cars may not be objectively superior to their rivals, and they may come with a slightly higher price tag. However, they possess a distinctive character that sets them apart. Just like every Porsche has its unmistakable Porsche feel, Maseratis have an innately Maserati feel. Their intuitive driving experience, light yet responsive controls, and focus on comfort make them likeable and enjoyable to drive.
A Promising Future
Maserati’s comprehensive lineup, cohesive identity, and distinctive character position the brand for long-term success. Unlike other brands under the Stellantis umbrella, Maserati has a clear identity and a range of cars available for sale. While there have been challenges along the way, Maserati has the potential to comfortably occupy the lucrative sub-Bentley space. With a bit more consistency, Maserati can solidify its position and continue its revival under Stellantis.
