At one time thought to be immune from such plebian concerns as sales volumes, luxury brands are now under as much pressure as more mainstream brands to achieve ever-higher sales goals. Although the numbers may be more modest than for mass-market brands such as Ford, Volkswagen, Chevrolet or Toyota, they’re nonetheless significant for the parent companies, which count on the healthy per-unit profit margins of the luxury divisions to contribute to the bottom line. Fortunately for Maserati, 2013 is already poised to be a record-breaker, still with two months to go. Its order total of 22,500 through the end of September is more than double its all-time sales record of 9000 units in 2008.
In addition to a redesigned Quattropore flagship sedan, Maserati also debuted a smaller Ghibli midsize sedan, and also sells the Gran Turismo coupe and Gran Cabrio convertible. But even more products are on the way in the form of the Levante SUV. Maserati’s sales goal is an ambitious, but achievable 50,000 units by 2015.
Other auto companies other than Maserati’s current parent of Fiat have reportedly shown interest in the brand, but Maserati brand chief Harald Wester was adamant to Reuters that a spin-off was not in Maserati’s future. Previously, Volkswagen has made some statements and overtures that it was interested in purchasing Alfa Romeo. It’s believed Alfa Romeos will initially be sold through Maserati dealers when the brand makes its return to the U.S. market after a nearly 20-year absence.