But it does have other problems it needs to fix.
Maserati has been struggling over the past few years. Its parent company, Fiat Chrysler, has acknowledged grouping it together with Alfa Romeo, its other premium Italian brand, was a mistake. In the future, Maserati will have its own dealerships. But the other problem Maserati has been facing is lack of relevant product.
Facing off against German foes like BMW, Audi, and Mercedes-Benz has yet to produce significant results, therefore Maserati is re-positioning itself as an even more exclusive brand, one that caters to yacht owners who also drive Bugattis over the weekend. That’s all fine and good, but what about Maserati’s heart and soul, specifically combustion engines with that deep, throaty sound?
While so many other luxury brands are converting to electrification, Maserati has a choice to make and Motor Trend has learned it’s made the right one (by our standards). Speaking to Al Gardner, head of Maserati for North America, it was made clear what won’t be happening: going all-electric. "This is a brand that needs combustion engines. It needs that raw emotion,” Gardner said.
Therefore, Maserati is returning to its racing roots, so to speak, with Ferrari-sourced twin-turbo V6 and V8 engines. Maserati is developing hybrid and plug-in hybrid models and even full-on EVs that will all be part of the lineup by 2022. It has not announced which specific models will receive what type of powertrain.
Based on previously leaked details, it sure sounds like the upcoming production version of the Alfieri concept will, at the very least, be a plug-in hybrid. Gardner also believes Maserati’s problem isn’t with product but rather the lack of product awareness; the brand is simply not on people’s radar. The sales figures prove that: shipments were down 41 percent in the first three months of this year, and last year there was an overall 28 percent sales drop.
Will those Ferrari engines and the new Alfieri sports car (electric or not) help improve those figures? Time will tell.