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Maserati reorganizes, tries to sharpen the trident

When's the last time we posted on a run of comprehensive success at Alfa Romeo or Maserati? True, Maserati nearly tripled its U.S. sales from 4,768 in 2013 to 12,942 in 2014. However, the brand's been stuck around that number ever since, selling 13,711 units in 2017. Worse, those figures highlight how far Maserati has fallen behind its own goals. In the last five-year plan, the brand targeted 75,000 global sales this year — then downgraded the target to 50,000 in June this year. At 26,400 units through the first nine months of 2018, short of Poseidon surfacing to work some deus ex machina, even that reduced goal won't be met. New Fiat Chrysler CEO Mike Manley is working to give Maserati the leaders and support it needs to point the trident in the right direction. On an analyst call at the end of October, Manley said, "With hindsight, when we put Maserati and Alfa together, it did two things. Firstly, it reduced the focus on Maserati the brand. Secondly, Maserati was treated for a period of time almost as if it were a mass market brand, which it isn't and shouldn't be treated that way." In October 2016, FCA named Reid Bigland to head Alfa Romeo and Maserati; this was back when Alfa Romeo dreamed of selling 400,000 cars annually by 2018. When Manley named his new executive teams last month, after assuming the CEO post following Sergio Marchionne's death in July, Manley separated Alfa Romeo and Maserati. Tim Kuniskis, who had taken over from Bigland, now heads Alfa Romeo and Jeep. Manley then restored Harald Wester to the head of Maserati. Wester ran Maserati from 2008 to 2016, after which he became FCA's chief technology officer, a role he maintains in the latest shuffle. Wester poached Jean-Philippe Leloup from Ferrari. LeLoup ran Ferrari's Central and Eastern European business operations; he now heads a concern called Maserati Commercial. Al Gardner, head of Maserati's North American dealer network since 2015, keeps that role and takes over as head of Maserati North America. Maserati has favorable brand value, but the leadership will confront almost every other problem a brand can have. Half the automaker's sales come from China, and the economic slowdown there is a serious drain on the numbers. In Europe, the WLTP emissions protocol, bloated inventories, and the need for incentives have dulled the edge. Sales worldwide are down 26 percent this year.

Maserati ends GranTurismo production with one-off Zeda model

MODENA, Italy — Maserati celebrated the end of the GranTurismo's 12-year production run by building a one-off example called Zeda, which is the name of the letter Z in the Modenese dialect. The Italian firm unveiled the milestone car in the historic Modena, Italy, factory it's preparing to re-tool for a new addition to its range due out in early 2020. The Zeda is not the last GranTurismo off the production line; Autoblog visited the Modena factory minutes before the car's unveiling and spotted the last dozen or so cars behind it, but a company spokesperson explained all of the unfinished models have already been spoken for. The commemorative coupe is the last GranTurismo that hasn't been sold yet. It stands out from the roughly 40,000 examples made since the model broke cover during the 2007 Geneva Motor Show with an eye-catching paint job that starts with a deep blue applied to the front part of the car and ends with a light satin finish. The rear almost looks like bare metal in person. Edition-specific emblems on the front fenders add a finishing touch to the look.  rg-maserati-granturismo-zeda-2 View 12 Photos There are no changes under the hood. The Zeda is powered by a 4.7-liter V8 engine developed with input from former sister company Ferrari and tuned to deliver 460 horsepower at 7,000 rpm and 383 pound-feet of torque at 4,740 rpm. The eight-cylinder spins the rear wheels via a six-speed automatic transmission that can be left in drive or shifted manually using paddles. Maserati hasn't decided what it will do with the GranTurismo Zeda yet. It might keep the car in its private collection, or it could sell it to a collector. Either way, the coupe will remain a one-of-a-kind example, one that marks the start of a new era for the 105-year old Italian automaker. The plant that currently builds the GranTurismo (and the Alfa Romeo 4C, which is also being phased out) will begin manufacturing a sports car that Maserati will unveil during the 2020 Geneva auto show. It's expected to arrive as a two-seater that will draw inspiration from the Alfieri concept introduced during the 2014 edition of the event. It will be a sharper, more driver-focused model than the GranTurismo, which is a grand tourer by definition. Its rivals will include the Porsche 911 and the Jaguar F-Type.

Maserati and Zegna to roll out limited-edition Quattroporte in Frankfurt

Back in April, Maserati announced a new partnership with men's clothier Ermenegildo Zegna. We wondered at the time how a Maserati could possibly get any more stereotypically Italian stylish, but now the Modenese automaker is presenting the answer in this fresh take on the new Quattroporte.
When the doors open at the Frankfurt Motor Show next week, Maserati will unveil the Quattroporte Ermenegildo Zegna Limited Edition concept car. That's their name, not ours, and if you're wondering how a production vehicle could be turned at once into both a concept and a limited edition, well... we don't know, either. Maserati says that it previews a production version to follow next year.
So, confusing nomenclature aside, what are we looking at here? For starters, there's a special platinum-color paint finish with tiny aluminum flecks and a gloss-black primer to give it that extra-deep luster. And the interior has been upholstered in "moka" and "greige," with leather seats, door panels and headliner and other surfaces finished in Zegna's own textiles.