The Big Three should take a page out Maserati’s book. A part from making cars that are criminally gorgeous, Maserati is doing something right. Buyers of the Italian supercars aren't letting volatile gas prices and recession fears get them down; the company posted a 15.2 percent sales increase this year. We're not talking big numbers here—over 7000 cars. But what is the difference, especially when we are dealing with something so damn sexy?
Some credit Maserati’s indestructabe sales numbers to a unique, striking image. "It is a car that has a high tactile sense. It is part of our heritage," said Jeffrey Ehoodin, Maserati's public relations manager. “It’s Italian,” said Zoran Segina, editor of LA Car magazine.
Others attribute Maserati's exhaust note's proven ability to spark arousal in women.
Maybe a “tactile” sense (whatever that means?), Italian heritage and a proven ability to get women hot and bothered are the reasons for Maserati’s success. If so, then American auto makers have an excuse. But these attributes do not explain why the car has done so well lately while other luxury sports cars with a legacy of being similarly affectionate and seductive have plummeted. Lamborghini's 15% slide matches the industry-wide drop while Bentley's 30% plunge is twice as large.
A more likely explanation for Masaerati's success would be the great gains the company has made in the ever-growing Chinese market.
China Premium Lifestyle Enterprise, through its 49%-owned entity, has established itself as the leading Maserati and Ferrari importer, distributor and dealer in China. The company claims Chinese sales of both Maserati and Ferrari (which isn’t doing so bad either with sales up 7%) have more than quadrupled this past year. This increase in sales began at the end of 2007 after the launch of the Maserati 8-cylinder, two-door 2+2 coupe, the "GranTurismo," and the Ferrari 8-cylinder sports car, the "430 Scuderia.”
Richard Lee, Chairman and CEO, stated: "I am again pleased to report continued revenue, growth and profitability. We continue to show high growth in our sales of new models and current cars . . . A strong foundation will enable us to incorporate other high end brands into our platform."
In the past year, according to WSJ, China Premium Lifestyle Enterprise increased parts and service sales in addition to deliveries of Maserati thereby giving the expanding Chinese market greater access to the car. Such a marketing scheme would work wonders for the likes of Lambo and Bentley.
At the same time, The Big Three could use the company and learn from Maserati’s foresight to supply a rich, demanding market. Attempts to push moderately priced fuel economy vehicles on China's nonexistent middle class have not worked. American car sales in China have dropped 9% across the board, as a result. A better strategy for digging Detroit out of its current hole would be feeding the luxury sports car hungry dragon and using companies like China Premium Lifestyle Enterprise to sell ‘Vettes, Vipers and ‘Stangs.
Photo by Maserati
