As mentioned last week, we are continuing our look at the current affairs of FIAT Famiglia of brands. FIAT has experienced their struggles with maintaining the legendary status of Alfa Romeo and failed to hold Lancia to high standards after the 1980s… a period when Lancia ruled rally Motorsport and produced models enthusiasts and other brands, alike, lusted after. Ferrari has always been something of a free range stallion, able to hold its own on the FIAT ranch.
That, of course, brings us to Maserati S.p.A. Maserati's tagline is Luxury, sports and style cast in exclusive cars and it's mission statement is Build Ultra-Luxury Performance Automobiles With Timeless Italian Style, Accommodating Bespoke Interiors, and Effortless, Signature Sounding Power. So, you may be wondering how a coach builder best known for creating affordable runabouts manages such a company? If that is the first question that comes to your mind, you do not ponder alone. Let's take a look.
The Evolution of the Trident
Alfieri, Bindo, Carlo, Ettore and Ernesto Maserati began their collective career in the automobile industry as many Italians of their time did… building race cars (in their case, for Diatto). When Diatto retired production, in 1926, Maserati was effectively born. Mario Maserati created the Trident of Neptune logo, pictured above. But the brothers sold the company (to the Orsi family) in 1937 and returned to engineering cars, something they were better suited to do. The evolution of the firm was interrupted by WWII and began anew shortly after the war ended. Maserati resumed what it knew best… racing. That is, until 1957 when the renowned race coach builder began privateering. This period saw a continued focus on performance, albeit in luxurious models such as; the Sebring, the Mistral, the Quattroporte and the Ghibli. These models, in retrospect, were the basis for the definition of the Maserati standard.
Inspired Italian Heritage
Between the late '60s through the early '90s, Maserati ownership changed hands several more times… the most significant change being the FIAT takeover of 1993. Having purchased controlling Ferrari stake in 1969, this meant the two long-time rivals now roamed & grazed on the same range. By 1999, Ferrari controlled Maserati… it's, then, luxury division… and effectively began the Maserati renaissance period.
Rebirth of the Cool
The Ferrari Enzo-based MC12, helped convince Ferrari to completely retool the Maserati factory in 2001. The super car and high tech facility have led to great global success for the firm. In 2005, FIAT… separating the Trident from the Prancing Horse… began considering the next step in the evolution of the 'Modena Muscle'. Expansion of the range, to create a more lucrative campaign, worked for competitors. So, the modern Maserati range includes; the Quattroporte, the Ghibli, the GranTurismo & the GranCabrio (with the Levante SUV and a new Alfieri on the way). Each new model broadens consumer appeal, while maintaining the allure of the exclusive luxury-performance nameplate… and the turn of fortune for the once questionable future of the marque has not escaped the notice of the Italian builder of runabouts.
Timeless Italian Style
In 2010, FIAT (already successfully using Alfa Tech in new FIAT models) officially announced a partnership group for Maserati, Alfa Romeo and ABARTH. Sergio Marchionne cites the shared heritage of performance as the basis for this decision. Since the birth of the partnership, the parent company has released or announced several exciting new models, including; ABARTH upscale editions, the FIAT 500L (fitted with an ABARTH engine), the FIAT 500X (an AWD/performance expansion of the 500L range), an upcoming new FIAT model (rumored to be a Spider originally meant for the Alfa range), the Quadrifoglio Verde luxury updates of the Alfa Romeo MiTo & Giulietta and the Alfa Romeo 4C. The list, my friends, is still growing.
Good for Maserati = Good for Alfa, ABARTH, FIAT
Thanks, in part, to the modernizing of Maserati while partnered with Ferrari, the brand has proven itself a very profitable investment for FIAT S.p.A. The sharing of technology + materials will continue to improve future concept as well as production models for each brand. That equates to more smiles by the mile for all fans of Italian coaches.
Vivere.Amare.Guidare.
Ciao!
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