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Maserati GranSport

Maserati Quattroporte

The radical renovation of the factory and headquarters is complete and Maserati has brought its facilities up to full efficiency, growing also in terms of people employed now around 600, with those in the Racing Department. All infrastructures were also enhanced, including the offices and reception areas. An elegant, futuristic showroom, created in collaboration with renowned designer Ron Arad features a huge loop made from high-tech materials on which the various models in the Maserati range are displayed in truly original fashion.

New showrooms have been inaugurated worldwide, as part of a strategy to consolidate Maserati’s presence in the existing markets, as well as to state its presence into new ones: New York’s Park Avenue showroom is part of the first group, while Moscow, Shanghai and Budapest are all in new markets for Maserati, now present in 52 countries after the recent launch on the Slovenian and Hungarian markets, with a total of 280 showrooms.

As part of its Commercial strategy, Maserati has also created new factory-owned subsidiaries in the most important markets. Paris-based Maserati West Europe was created in early 2004, managing all the commercial activities in France, Benelux, Holland, Spain and Portugal. It was followed, on October 1st by Maserati UK Ltd, for the UK market and by the Middle East operations (Oman, Qatar, Saudi Arabia, Bahrain, Egypt and Kuwait), directly managed by the Ferrari-Maserati Group. A joint-venture allowed Maserati to enter the Chinese market.

Commercially it was a very positive year, with over 4.600 units delivered to final customers, volumes which have determined a leap of over 60% when compared to 2003.

Of the more than 2.000 Quattroportes produced, already some 1.900 have been delivered to customers in the world, an important result when thinking of the great success in markets far away from Italy such as the USA, Japan, Asia and Australia, countries for which shipping time is over one month.

Quite a positive result also for the GTs, always well appreciated, especially for the Coupe’ which, together with the GranSport available only starting from last Quarter 2004, sees a rise about 4% in the delivery trend for this model.

Due to the equal success of the sister–brand Ferrari, the Ferrari Maserati Group could reach in 2004 the biggest ever turnover estimated in some 1,5 billion Euros. In 2004 the Group also saw important managerial and organizational evolutions: for Maserati, Martin Leach joined the group on June the 1st as CEO and General Manager, while for Ferrari Jean Todt was named Ferrari Managing Director and Amedeo Felisa Deputy Managing Director.

A new specific department called Brand Development & Partners was created to guarantee for both Brands the most focused management of Sponsors, of licensing and merchandising further development and of all the commercial activities related to the Brand Equity.

Published 15 January 2005 Melanie Carter

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