RE: Maserati Ownership Change
Monday 21st February 2005
Maserati Ownership Change
FIAT to take charge and align it with Alfa Romeo
Fiat has just announced that the ownership of Maserati, currently wholly owned by Ferrari, will be transferred as soon as practicable to Fiat Group.
The move forsees that Alfa Romeo and Maserati will co-operate closely, both technically and commercially – particularly in important international markets.
Maserati will, however, continue its co-operation with Ferrari – especially in industrial, technical, engine and sales network terms – which has helped re-vitalise the marque.
"This move is essential to the future development of Alfa Romeo"
"This is a significant step forward for both Maserati and Alfa Romeo. The synergies between the two marques will bring benefits to both, and will allow us to strengthen our portfolio offering in the sports car market," said Luca Cordero di Montezemolo, Chairman of Fiat and of Ferrari.
"Maserati is now at a significant point in its development. In 2004 it achieved substantial sales growth to 4,600 cars and received tremendously positive international acclaim for its Quattroporte model."
"This move is essential to the future development of Alfa Romeo," said Sergio Marchionne, CEO of Fiat. "We believe that as part of the re-launch of Fiat Auto, we need to devote great attention to the distinctiveness of our brands. The technical and commercial collaboration between Maserati and Alfa Romeo will give the latter the necessary impetus to re-establish itself as a leading contender in its segment, and to expand its presence in international markets, as has occurred for Maserati."
Discussion
Some Maseratisti may decry me as a heretic, but I think this is a good thing for Alfa Romeo and Maserati, and bad news for everyday Fiats.
Think about it - GM are trying to meddle with them, so if they take the Maserati floorplans to stick under Alfa Romeos, they'll hold them at bay, because there's no way GM will whip out the stretched 4200GT floorplan away from under the 156's replacement in favour of a Vectra, nor will they replace the cut-price Quattroporte that is the 166 with a badge-engineered Signum. Also, RWD means that Alfa had get back to headbutting BMW in the balls too. Alfas were always thoroughbreds linked to Italy's greater marques, and this gives them their heritage back without sacrificing Maserati's.
The bad news is that GM are moving in on Fiat, so the Punto will be a Corsa, the Panda will be an Agila (Jesus wept...), the Stilo will be an Astra, and - ooh look, a new Croma, just in time to be turned into a Vectra.
Still, good news for Alfa Romeo (and with any luck Lancia too). Wonder if this means the next Spider will be RWD? Or will they get round to building that 8C Competizione they've been wanting to do?
Think about it - GM are trying to meddle with them, so if they take the Maserati floorplans to stick under Alfa Romeos, they'll hold them at bay, because there's no way GM will whip out the stretched 4200GT floorplan away from under the 156's replacement in favour of a Vectra, nor will they replace the cut-price Quattroporte that is the 166 with a badge-engineered Signum. Also, RWD means that Alfa had get back to headbutting BMW in the balls too. Alfas were always thoroughbreds linked to Italy's greater marques, and this gives them their heritage back without sacrificing Maserati's.
The bad news is that GM are moving in on Fiat, so the Punto will be a Corsa, the Panda will be an Agila (Jesus wept...), the Stilo will be an Astra, and - ooh look, a new Croma, just in time to be turned into a Vectra.
Still, good news for Alfa Romeo (and with any luck Lancia too). Wonder if this means the next Spider will be RWD? Or will they get round to building that 8C Competizione they've been wanting to do?
I think its a bad idea personally. All the work they've put in over the last 8 years to bring Maserati back as a "premium" Italian sports car brand is now being severely damaged. Don't get me wrong, i love Alfa Romeos, my first car was a Sud 1.3 ti, but i would rather see Maserati placed as a budget/practical Ferrari than an expensive Alfa!!!
With any luck they'll sort out the new Spider, why oh why don't they make the Nuvalari as the next GTV/Spider????
With any luck they'll sort out the new Spider, why oh why don't they make the Nuvalari as the next GTV/Spider????
Read Nigelo's posts here
He sums up the situation very well indeed.
Also, bear in mind that the link between GM and Fiat has now been severed.
It is impossible to see the logic behind all this, but perhaps the proposed flotation of Ferrari will clear the air.
The departure of Martin Leach is certainly ominous.
He sums up the situation very well indeed.
Also, bear in mind that the link between GM and Fiat has now been severed.
It is impossible to see the logic behind all this, but perhaps the proposed flotation of Ferrari will clear the air.
The departure of Martin Leach is certainly ominous.
It would have been better if Alfa had been absorbed into Ferrari/Maserati - imagine the cars they could produce and the brands would have almost no overlap. That would have BMW/Audi/Merc quaking in their jackboots.
But Fiat are desperate to sell to GM.
I understand Fiat lose money on every car they sell but make up for it on volume.
But Fiat are desperate to sell to GM.
I understand Fiat lose money on every car they sell but make up for it on volume.
Maserati has got itself a really good reputation, helped in no small part to it 'association' with Ferrari. Alfa needs it's reputation brought up a bit so sticking Masser with them make much marketing/brand development sense. The risk, of course, is that the reverse happens and some alfa rubishness rubs off on Masser.
As I see it, this is all posturing and "moving deckchairs" by the latest CEO of Fiat (4th in 3 years) - he's already sacked that Austrian bloke, and Leach is rumoured to be on the way out (both appointed by his predecessor!).
Essentially, he's come in and wants to show "strong leadership", and he sees making a big decision like this as a good way to do it, cement his position.
Personally, I've mixed feelings:-
1) Maser shouldn't be too closely linked to Fezza, as otherwise they'll be (wrongly) seen as cut-price Ferrari's - look at the concerns over Jag/Aston with the new XK concept.
2) Maser probably have a lot more engineering and manufacturing links with Ferrari than Fiat/Alfa...so commercially speaking the move makes no sense.
3) If they're trying to "boost" A-Romeo, this may work well, but will it damage Maser's reputation?
4) What will happen to quality control? I hope I'm using an out-of-date stereotype, but the owner/reliability survey's still aren't complimentary about Fiat's and Alfa's!
Essentially, he's come in and wants to show "strong leadership", and he sees making a big decision like this as a good way to do it, cement his position.
Personally, I've mixed feelings:-
1) Maser shouldn't be too closely linked to Fezza, as otherwise they'll be (wrongly) seen as cut-price Ferrari's - look at the concerns over Jag/Aston with the new XK concept.
2) Maser probably have a lot more engineering and manufacturing links with Ferrari than Fiat/Alfa...so commercially speaking the move makes no sense.
3) If they're trying to "boost" A-Romeo, this may work well, but will it damage Maser's reputation?
4) What will happen to quality control? I hope I'm using an out-of-date stereotype, but the owner/reliability survey's still aren't complimentary about Fiat's and Alfa's!
I really don't see it harming Maserati's reputation at all - I view Ferrari / Maserati / Alfa as one family - Alfa make some fantastic, exciting, emotional cars. Wouldn't use the word 'rubbish' to describe them at all.
Love the current GTV V6 - would be an ideal companion to my 355 as the 'other car'. Find the 147 GTA really appealing too, again would make a fantastic companion to the 355. Can't wait to see the new GTV and am seriously contemplating buying one. And if they ever make the 8C..
As I said, to my mind great cars (to be honest I find them more exciting than the Maser line up), and I have huuuge respect and admiration for them.
Love the current GTV V6 - would be an ideal companion to my 355 as the 'other car'. Find the 147 GTA really appealing too, again would make a fantastic companion to the 355. Can't wait to see the new GTV and am seriously contemplating buying one. And if they ever make the 8C..
As I said, to my mind great cars (to be honest I find them more exciting than the Maser line up), and I have huuuge respect and admiration for them.
cdp said:
But Fiat are desperate to sell to GM.
All fallen through - GM paid them off to the order of $1.5 billion. Old news....
cdp said:
I understand Fiat lose money on every car they sell but make up for it on volume.
Err that doesn't make sense, if they lose money on every car then selling more would make it worse not better.
jimbro1000 said:
I understand Fiat lose money on every car they sell but make up for it on volume.
Err that doesn't make sense, if they lose money on every car then selling more would make it worse not better.
Yep, it does - most volume car makers have this problem:- MASSIVE OVERHEADS. As long as you're covering the variable costs and there's SOME contribution to all those fixed overheads, it makes sense to sell as many cars as you can. This is where "variable marketing" comes in - how much discount you have to knock off the car before some mug will buy it.
errek72 said:
First they floated Ferrari out of Fiat
Then they bought Maserati and added it to Ferrari
They made sure those wouldn't be affected by the GM deal.
Yeah, selling out Fiat is one thing, but if Ferrari was sold to a foreign parent, let alone an American, there'd be outright revolution in Italy.
Some of you seem to be missing the point.
Maserati was sold off to Ferrari because Ferrari was ring fenced from the GM deal and so meant that the prestige name wasn't likely to end up a part of GM. Why'd they do that? Because FIAT wanted to keep the profitable brands and sell the unprofitable core brand (via a back door it seems)Alfa was the sweetener for GM
Now that isn't going to happen and Ferrari have paid the development costs of the new GT/Spyder why not put it back onto FIAT auto's books to add gloss to the brand and make money from day one? No brainer really
That said I agree with the guy who believes that the intention though will be to roll Alfa and Maser' back into Ferrari, but I can't see them selling it on from there. They (FIAT SPa)will just sell the FIAT autos division to someone else and become a luxury car maker a la Benz and Mclaren. Why else appoint Di Montezemolo to be CEO of the group? Luxury brands are his speciality
Maserati was sold off to Ferrari because Ferrari was ring fenced from the GM deal and so meant that the prestige name wasn't likely to end up a part of GM. Why'd they do that? Because FIAT wanted to keep the profitable brands and sell the unprofitable core brand (via a back door it seems)Alfa was the sweetener for GM
Now that isn't going to happen and Ferrari have paid the development costs of the new GT/Spyder why not put it back onto FIAT auto's books to add gloss to the brand and make money from day one? No brainer really
That said I agree with the guy who believes that the intention though will be to roll Alfa and Maser' back into Ferrari, but I can't see them selling it on from there. They (FIAT SPa)will just sell the FIAT autos division to someone else and become a luxury car maker a la Benz and Mclaren. Why else appoint Di Montezemolo to be CEO of the group? Luxury brands are his speciality
Another nail in the coffin
http://newsvote.bbc.co.uk/1/hi/business/4288315.stm
GM V6 allowed into Alfa Romeo's; does that put it in stablemates also?
http://newsvote.bbc.co.uk/1/hi/business/4288315.stm
GM V6 allowed into Alfa Romeo's; does that put it in stablemates also?
chickensoup said:
Another nail in the coffin
http://newsvote.bbc.co.uk/1/hi/business/4288315.stm
GM V6 allowed into Alfa Romeo's; does that put it in stablemates also?
Nooooooo! The only good, individual thing about Alfa's (design excepted, which I'm in 2 minds about) was their V6's - power and especially sound.
The GM V6 is just another anodyne modern car engine, with no soul, no stirring soundtrack, no racy delivery as you rack the revs up...
Gassing Station | Supercar General | Top of Page | What's New | My Stuff