Maserati to cap global sales at 75,000 vehicles a year

Maserati plans a model based on the Alfieri concept unveiled at the Geneva auto show in March. Photo credit: BLOOMBERG

SEOUL -- Luxury carmaker Maserati, part of Fiat Chrysler Automobiles, will not sell more than 75,000 vehicles globally a year to retain the exclusivity of the Italian brand.

Maserati previously said it was on track to meet annual sales targets of 50,000 vehicles next year and 75,000 by 2018.

The carmaker also aims to boost its South Korean sales by five-fold this year, from 120 last year, said Umberto Maria Cini, Managing Director for General Overseas Markets at Maserati S.p.A.

Maserati executives said last month the brand planned to double its dealership network to about 500 by 2015 to sustain demand for the Ghibli and Quattroporte luxury sedans.

“You need them to support the growth,” Maserati CEO Harald Wester said in a June interview with Bloomberg Television in Modena, Italy, where the carmaker presented an exhibition to celebrate its 100-year anniversary.

Maserati had 250 sales outlets in 2011.

Fiat is investing in Maserati as part of a plan to boost global sales of Italian-made luxury models to end losses in Europe.

The manufacturer targets lifting Maserati’s sales nearly fivefold to 75,000 vehicles in 2018. The brand is already set to match 2013’s full-year deliveries of 15,400 vehicles by the end of June, Wester said.

That type of growth justifies “the investments we did and gives us a sort of confidence for further investments and further projects,” Wester said last month.

Maserati plans to more than triple revenue to 6 billion euros ($8.2 billion) in 2018 as it introduces new models, including its first ever SUV and the Alfieri sports car. The brand’s cheapest model currently is the $66,900 Ghibli.

Reuters and Bloomberg contributed to this report.

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