Italian luxury carmaker Maserati has historically catered to big spenders. Now, the well-known automotive brand is taking aim at the larger high-end market. With its new sports car, the Ghibli, priced at just $65,600 USD (£44,000) the Italian high-end automaker hopes to compete head-on with BMW, Mercedes Benz, and Audi.
German companies have historically dominated the mid-range auto market, with a number of standout models such as the BMW 5 Series and Mercedes E Class proving popular with executives and ‘new rich’ types alike. Maserati has noticed the German dominance, and hopes to compete directly with the troupe of German carmakers.
The company’s product development manager, Benedetto Orvietani, has stated that the Italian automaker must ‘steal buyers from the Germans’ in order to take over the mid to high-end auto market. The automaker plans to target customers that are sick and tired of their German cars and ‘want to stand out.’
Standing out, it seems, is what Maserati does best. The famous Italian car company is known for its high-end models, including the luxurious Gran Turismo coupe and the stylish four-door Quattroporte executive car. Maserati’s pricing, however, has generally made its cars out of reach for all but the most wealthy of customers.
With a lower price and a hot four-door design, the Ghibli is a unique alternative to the BMW 5 Series and Mercedes E Class. The car boasts a 330-horsepower engine provided by Maserati partner Ferrari, with optional extras pushing the power of the vehicle to well over 400 horsepower.
The ambitious vehicle is part of Maserati’s strategy to boost its annual sales to over 50,000 vehicles. While the numbers are fairly modest compared to the company’s German competitors – all of which sell over 1 million vehicles annually – the Italian automakers ability to ‘satisfy customers’ desire to be different’ is key to its victory.
