The brand certainly has the heritage to pull it off, but can it really compete with other high-end brands?
Maserati intends to expand its offerings to the well-heeled by encouraging customers to commission bespoke, one-off builds based on existing products like the MC20 and the new GranTurismo.
This news comes from the company's chief engineer, Davide Danesin, who recently spoke with Top Gear. The publication does not go into detail but does add that Danesin also hinted at potential low-volume specials in the future for those who do not wish to create something all-new just for themselves.
Maserati is keen to capture some of the success that other high-end brands have achieved in the ultra-luxury market, which has been consistently achieving record figures over the past couple of years.
This means that if you have enough money, Maserati may be willing to build you a roadgoing version of one of its past concepts or even something altogether new that you conceive of yourself. If it can show that it can create cars as beautifully crafted as the Rolls-Royce Boat Tail and as unique as Lamborghini's Invencible and Autentica, the knock-on effect would be profound.
By association, relatively affordable cars like the Levante SUV would automatically garner more prestige. The Lamborghini Urus isn't popular among the rich because it's the world's fastest SUV (it's not), and the Rolls-Royce Cullinan is not a big seller because it's a good SUV (a Range Rover is arguably better) - these cars are bought by people who are attracted to the respective brands because of what other, more exclusive offerings in the lineup are like.
Should this strategy work, Maserati will be encouraged to produce more limited-run iterations of existing cars, like the recently unveiled GranTurismo Trofeo PrimaSerie 75th Anniversary Launch Edition. With vehicles like these, Maserati can charge a hefty premium without much additional outlay. This money can then go into more bespoke builds, and the cycle can continue, possibly someday culminating in cars as spectacular as the Aston Martin Valkyrie, the Lamborghini Countach, and so on.
First, we must see if the wealthy are still as attracted to the idea of spending big on a low-volume Maserati. The first test will be the 62-unit Project24, Maserati's MC20-based track-only racer. From there, the possibilities could prove to be endless.
Join The Discussion