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The final press
conference of the Fiat Group automotive brands yesterday saw
Maserati buoyantly looking towards the future. From a
position of minimal car production just over five years ago,
the famous Trident brand has been revitalised and its image
as a created of styling, luxurious and highly sporty cars is
firmly back in the public's mind.
The revival
started under the wings of Ferrari, but earlier this year,
after the Fiat-GM divorce was finalised, Fiat Group CEO
Sergio Marchionne announced that Maserati would be returned
to the Fiat Auto Division and allied with Alfa Romeo, to
create a luxury-sporting prestige group. New Alfa CEO
Karl-Heinz Kalbfell would thus assume responsibilty for both
brands, and so late yesterday morning he stepped up to host
his second press conference of the day.
Kalbfell has
quickly developed a close affinity with the brand values of
both Alfa Romeo and Maserati, which is coupled with a
much-needed healthy dose of realism, something that is
needed in the cut throat world of car buying today. Kalbfell
was upbeat about Maserati's future, that the brand was back
in the public eye and building on its perceived values. He
cited the recent dominant victory by the MC12 sportscar in
the gruelling 24 Hours of Spa as a sign of Maserati's return
to its rightful place - in the winners' circle. And further
more he quoted the MC12 as a superb example of Maserati's
continuing ability to build stunning supercars, which -
wearing the Trident badge as they do - become instantly
desirable classics.
However,
Kalbfell has assessed the car market and he sees no room for
another manufacturer restricted to just extremely low volume
production. Rather he said that he saw a bright future for
Maserati, building higher volume, desirable cars, and the
Trident marque is now suitably placed - he believes - as the
world's only builder of "understated, luxurious and very
sporty cars." His vision will see Maserati reaching out to
new customers
Kalbfell's plan
for the future will straddle two technological anglles. He
will continue to build the close associations with Ferrari
and Pininfarina, relationships that have proved fruitful
thus far, and he will create at the same time a harmonious
partnership with Alfa Romeo, whom he believes can contribute
an awful lot to Maserati's future, the two brands going
forward side-by-side.
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