Maserati's Struggles to Become a True Luxury Contender

Flavio Lo Scalzo | Reuters

Maserati is an Italian luxury car brand with a rich heritage, Ferrari engines and, some would say, beautiful style.

But its sales numbers pale in comparison to luxury competitors such as BMW, Audi, and even Porsche. Industry insiders also say Maserati suffers from a lack of consumer awareness and an unclear brand identity.

Maserati's parent Fiat-Chrysler completed its merger with France's Groupe PSA in 2021, forming Stellantis. PSA didn't have much in the way of luxury brands, with the exception of DS Automobiles. Fiat-Chrysler had some luxury trims on vehicles and premium brands such as Alfa Romeo, but Maserati might be the most exclusive name in Stellantis' stable.

However, the car maker needs new products that dazzle prospective buyers and lure eyeballs away from its competitors. So far, even once small sports car makers such as Porsche now far outsell Maserati.

In 2020 and 2021, the company added new models to its high-performance Trofeo collection, which competes with other high performance luxury badges such as Mercedes AMG and BMW M. in 2020, Maserati also unveiled the MC20 - the brand's first true supercar in decades.

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