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Production slowed as Maserati demand softens

Winds of change: The Ghibli has been the success story of the last 12 months for Maserati, and still sells strongly in Australia, but the production taps have been wound back.

Maserati to wind back factory output as Ghibli and Quattroporte sales shrink

20 Mar 2015

FIAT Chrysler Automobiles (FCA) is cutting back production of its Maserati brand, despite a record-breaking year for the sportscar maker.

Europe-based North American publication Automotive News Europe reports that workers at FCA’s Gruglisaco plant, near Turin, will only work three weeks in every four until July as demand for the prestige Italian cars recedes.

The plant employs 2800 people, with a predicted output this year of 30,000 cars and is the birthplace of both Ghibli and Quattroporte models.

Last year’s success story for the brand, the entry-level Ghibli, sold 23,500 units worldwide, while the second-best seller was the Quattroporte, at 9500 units sold worldwide.

Speaking to reporters at this year’s Geneva motor show, FCA chief executive officer Sergio Marchionne, indicated that a reduction in Maserati's sales volume was always on the cards, given the successes of the previous year.

"We knew we could not keep on growing sales of the Ghibli and Quattroporte. They have to slow down and settle, and that is what is happening," Mr Marchionne said.

Locally, Maserati Australia shifted 301 cars in 2014, an astounding 199 per cent up on the previous year’s tally. Its model mix includes the Ghibli and Quattroporte sedans, the GranTurismo coupe and the GranCabrio convertible.

This year, it has sold 48 Ghiblis to March, alongside six Quattroportes and a combined total of 26 GranCoupes and GranCabrios this figure is still 196 per cent up on the numbers from a year ago.

The brand plans to grow its the four-car line-up by two by 2018, with the much-anticipated Levante SUV to launch in early 2016.

The Levante will be based on the same platform as the Qhibli and Quattroporte, and will be built in FCA’s Miafiori plant. The Levante is expected to join the local line-up later on in 2016.

The Alfieri is also expected to join the range, as a sports coupe offering in 2016, followed by a drop-top in 2017.

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