How was your sector affected by the pandemic?
It’s undeniable that Covid has affected most sectors – albeit some more and some less. However, it’s equally undeniable that the luxury car market has a specific clientele, and it’s one that was largely unaffected by the harsh financial repercussions of the pandemic.
At Maserati we’ve had to face tough challenges. The year 2020 was a transitional year for us. We announced our five-year plan, and some of our new models – the MC20, Ghibli and Levante Mild-Hybrid – have been presented and are currently available in our dealerships. All of them were well received by consumers, giving us the positive energy we needed to go forward..
How is the industry changing?
For us, the customer comes first. Customers are starting to change the way they go about buying from us: they need better digital services, for example. That’s why we’ve developed new tools to make processes smoother and more fitting with the modern world. Choice and personalisation are our two guiding principles.
By integrating virtual and traditional experiences within the purchasing process, Maserati has ushered in a new era of ease for consumers. This can be seen in the new OTO Retail project – the two Os here meaning either online to offline or offline to online. OTO Retail is a collaboration with dealerships, offering an innovative customer experience.
Trident customers who are using this service can take advantage of a series of digital touch points. These include “My Maserati Showroom” to make an online booking for your car; “My Maserati Expert” to request details or information; “Remote Test Drive”; and “Multi-channel Service Booking”. This adds an exciting new dimension for customers.
How is the move to electric vehicles affecting the company?
The speed with which electrification is happening globally has thrown up challenges in terms of technology and materials. Materials that until yesterday were considered marginal, are today essential elements in the latest generation cars: notably, batteries and copper. Consequently, the supply chain must organically reshape the processes to cope with new production needs.
Sustainability is top of the agenda for many automotive companies. I am often asked: how is Maserati evolving with the changing times? My answer is: technological innovation, uncompromising performance and building a sustainable future. These are the values that guide the Maserati family daily – and especially when developing our new models.
Our process of innovating a new sustainable approach began with the launch of the Ghibli Mild-Hybrid, the first ever electrified Maserati. It was a huge moment in our brand’s history.
Next up was the Levante Mild-Hybrid. We needed to go electric without betraying our core philosophy and values.
The result? Our best possible mild-hybrid, totally in line with our DNA. Maserati has chosen a mild-hybrid solution focused primarily on improving performances. It’s guaranteed fun to drive while saving fuel and cutting emissions.
All the new Maserati models are developed, engineered and built in Italy. They will adopt hybrid and battery electric propulsion systems delivering all the innovation and outstanding performance that Maserati fans rely on.
The result has been the launch of Folgore, the Maserati electric programme that’s igniting the flame of a new energy.
And with GranTurismo – the first battery electric vehicle model – comes the energy that will fuel Maserati into the future.