Stellantis’s CEO recently pointed fingers at Maserati’s lackluster sales performance, attributing it to poor marketing strategies. The company only managed to sell around 6,500 units in the first half of the year, marking a significant 50% decrease compared to the previous year. However, the issue runs deeper than just marketing tactics. Despite Maserati’s history of investing heavily in advertising, with a notable $16 million spent on a Super Bowl commercial back in 2014, the returns have not been as expected.
Under the new leadership of Stellantis, the focus on big-budget advertising campaigns like those in previous years has diminished. However, Maserati continues to allocate substantial resources towards marketing efforts, partnering with Accenture and Droga5 to launch various campaigns. The company even roped in soccer icon David Beckham as its global brand ambassador, highlighting its commitment to promoting its vehicles through strategic partnerships and celebrity endorsements.
While Maserati’s advertising spending may not match up to industry giants like Lexus and BMW, the company is still investing a significant amount in promotional activities. On the other hand, Ferrari has taken a different approach by relying less on traditional advertising and more on leveraging its brand reputation and technological advancements, as seen in its successful Formula 1 marketing strategies.
One of the key challenges facing Maserati is its ongoing struggle with reliability issues, which have plagued its reputation in the past. Despite improvements in quality and brand loyalty, discontinuing popular models like the Levante and Ghibli without immediate replacements poses a risk for the company. Additionally, the shift towards electric vehicles and the elimination of the V-8 engine from its lineup reflect a broader industry trend towards sustainability and innovation.
As Stellantis grapples with restructuring efforts and production cutbacks, Maserati must navigate these challenges to stay afloat in the competitive luxury car market. While promising new models like the GT2 Stradale offer hope for the brand’s future, addressing product-related issues and management decisions will be crucial in ensuring Maserati’s long-term success. With uncertainties looming over the company’s leadership and strategic direction, only time will tell if Maserati can weather the storm and emerge stronger in the evolving automotive landscape.
