Tuesday, March 6, 2007

Maserati's Self Deprecation

I just read one of the most interesting car tidbits in AutoWeek. For the first time that I've ever seen, a car brand is trying to knock its own reputation down a few notches.

“We’ve got a situation where prospective customers immediately associate the Maserati name with the likes of Aston Martin, Ferrari and even Lamborghini. That is simply not the case,” [former Maserati boss Karl-Heinz] Kalbfell said in an interview with AutoWeek before his departure from Maserati. “The real rivals are upper-end Audi, BMW and Mercedes-Benz models from quattro, M division and AMG.”

It seems Maser's scaring away prospective customers with images of lofty stickers. Now the the Fiat division is trying to find a comfy nook between the Alfa Romeo and Ferrari brands. They plan to do that with the $130K GranTurismo (above). Let's hope that humility pays off in this situation.

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