Maserati: CEO speaks out on brand positioning "we'll make all our historic customers happy".

Maserati has been going through a turbulent period in recent years. With declining sales, negative profitability, and a Folgore range that failed to live up to expectations, the brand seems to be seeking to redefine its identity in an automotive market. Maserati's new CEO, Santo Ficili, appointed in October 2024, has finally spoken out about the brand's future and what looks set to be a pivotal year for the house with the Trident.

At the inauguration of the Fuoriserie workshop in Modena, Ficili highlighted a number of landmark initiatives that outline an ambitious vision for Maserati. "2025, the year of the Tridente, marks a key moment for Maserati," he declared, before adding that the first step is to reconnect with the brand's roots. This means celebrating Italian culture, the technological innovation embodied by Motor Valley, and the craftsmanship for which the brand is renowned. He pointed out that all these elements can be found in Maserati production, particularly in Modena, which remains the brand's beating heart.

Modena: at the heart of Maserati strategy

The insistence on Modena as a central base for Maserati is a clear indication of the direction to follow. The city, a symbol of Italian automotive excellence, looks set to take on an even more central role in the years to come. The GranTurismo and GranCabrio, two iconic models, to be produced there in the near futurebut the question remains open: what other models will also be assembled at this emblematic plant? With the opening of a new Fuoriserie paint center in Modena, Maserati is making no secret of its ambition to emphasize craftsmanship and the personalization of its vehicles.

Unlimited customization and back to basics

One of the most recent projects is the Officine Fuoriserie program. A true declaration of love to Italian craftsmanship, this program enables customers to personalize their vehicles to infinity, and enjoy an immersive experience in the design of their car. Ficili emphasized the importance of this initiative, which represents a subtle blend of tradition and modern technology. Maserati aims to strengthen its position in the luxury segment by offering truly unique products.

Towards more exclusive luxury?

Maserati's future looks set to echo the great Italian luxury brands, including Ferrari and Lamborghini. Ficili spoke of the brand's role in the world of luxury, reminding us that "luxury customers are looking for sophistication, identity and prestige", qualities that can only be provided by a brand with over 111 years of history. This suggests that Maserati may be turning away from its high-volume ambitions to focus on exclusivity. This change of direction could mean the end of mass production, in favor of rarer, even more high-end models, along the lines of those produced by Ferrari and Lamborghini.

The return of combustion engines?

One of the most intriguing phrases in Ficili's speech was: "we will make sure that all our historic customers are happy and that we inspire a new generation of Maserati lovers." This statement raises questions: is it a sign that Maserati might be considering the return of combustion engines, with their typically Maserati soul? Could the bewitching engine noises characteristic of the brand return at the expense of electrified powertrains? The Folgore may not have met with the hoped-for response, but it seems that the House of Trident is giving it some thought.