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Marchionne wants Maserati to be FCA's new Ferrari

Fiat Chrysler Automobiles is gearing up to spin Ferrari, its most profitable brand, off into another company, and float its stock on the open market. That means it's going to need another profit-driver to generate income for the rest of the group. And according to its chief executive Sergio Marchionne, that mantle will soon be picked up by Maserati. FCA is betting big on Maserati, which has long stood as a niche marque with a limited array of models and low sales numbers. In addition to the recently introduced Ghibli and Quattroporte sedans – now crucially offered with diesels and all-wheel drive – Maserati is preparing to roll out the Levante crossover that promises to do for the Modenese marque what the Cayenne did for Porsche. Due in part to the success of its first crossover, Porsche turned itself from a niche sports car manufacturer into an immensely profitable automaker that was (nearly) capable of buying out the entire Volkswagen Group. Maserati's resurgence is part of a two-pronged assault FCA is plotting against its German rivals. Maserati will be charged with taking on the higher end of the Mercedes, BMW, and Audi ranges (from the E-Class, 5 Series and A6 upwards). Meanwhile, Alfa Romeo will go after the lower end of the luxury spectrum with the new Giulia (aimed at the C-Class, 3 Series and A4) and other models to follow. FCA aims to turn Maserati and Alfa Romeo (along with Jeep) into global brands, broadening the narrow geographical appeal they have held until now. In order to generate enough profit to support the rest of the group as Ferrari has, Maserati will need to find a way to increase its profit margins. Bloomberg reports that Ferraris command a 13-percent profit margin, and while the ten percent that Maseratis list for is still triple that of the FCA average, slow sales are forcing some dealers to offer deep incentives that cut significantly into that margin. Related Video:

Ferrari CEO Amedeo Felisa reportedly stepping down [UPDATE]

Update: In a statement to Autoblog, Ferrari USA predictably responded: "We do not comment on rumors. There is no announcement at this time." Rumors are currently swirling in the European media that Ferrari CEO Amedeo Felisa (pictured above) is stepping down from his position at the Prancing Horse. An exact timeframe isn't clear at this time. Motori Online from Italy indicates Felisa might not leave the company until September, whereas Autocar reports that he has already resigned from the Italian automaker. Autoblog has reached out to Ferrari for clarification, but the Maranello-based firm has not yet officially confirmed any of this speculation. Felisa has been the company's CEO since 2008 when Jean Todt stepped down. He joined Ferrari in 1990 as the director of product development and became general manager there in 2006. Felisa was also among people thought possible to take the role as chairman when Luca di Montezemolo left the Prancing Horse last year. Sergio Marchionne retained that role. If these rumors prove true, Felisa's departure would be the biggest corporate shakeup at Maranello since di Montezemolo's departure. The move would also come at a time that's not particularly pleasant for Ferrari or its corporate parent. Marchionne recently indicated that the Prancing Horse was just days away from filing the prospectus for its imminent initial public offering. The Fiat Chrysler Automobiles executive had previously put Ferrari's value at around $11 billion. So far, all we have are rumors and reports, but as soon as we know more, so will you. Stay tuned.

Luxury carmakers make way more than just cars

Whether it's as simple as Ferrari offering model cars or as opulent as Bugatti with an $84,000-belt buckle, practically every automaker does more than just sell cars to keep their brands visible. The profits from these ventures might not be enough to keep the lights on, but in such a competitive industry, any extra cash is welcome. For the automakers that get licensing just right, there is a ton of profit to be made. According to a recent story examining the practice by The New York Times, Ferrari makes around $2.6 billion from merchandising each year, and General Motors tops that at $3.5 billion. Beyond just a profit center, merchandising can also protect an automaker's name. Take Hummer for example. The GM division shut down years ago, but it has continued to produce licensed cologne on sale around the world. "Because we still have the active fragrance, we're protecting the brand if we ever decide to bring it back," Gene Reamer, a GM licensing senior manager, told the Times. The whole piece is a fascinating look into this often ignored, but quite lucrative facet of the auto business. Read it for yourself, here. Related Video: News Source: The New York TimesImage Credit: Luca Bruno / AP Photo Design/Style Earnings/Financials Marketing/Advertising Read This Ferrari GM Hummer branding