Currently reading: Maserati Ghibli buyers prefer personalisation, says boss
Sales chief believes massive personalisation of new Ghibli is the key to stealing sales from BMW's 5-series

Maserati Ghibli buyers will be lured away from more mainstream brands by the opportunity to choose more elaborate personal specifications, according to the firm’s UK sales and marketing boss Peter Denton.

The top-end BMW 5-series and Mercedes E-class rival, the Ghibli, is charged with delivering a substantial amount of Maserati’s goal to quintuple annual sales to 50,000 cars a year worldwide. It goes on the sale in the UK in November from £48,830.

“The basic spec of the Maserati Ghibli is higher than the German opposition’s, but what will really stand out is the opportunity to personalise it,” said Denton. “It is quite a big process, and we are working with dealers to ensure that customers get all the guidance they want: speccing a car of this quality must be a premium experience.

“We’re in the fortunate position of being able to take a bespoke design from order to delivery in 12 weeks, so there is no pressure on our customers to buy from stock. They can have what they want in a very short period of time, and we will offer a very wide range of colours, trims, finishes and so on – there is an incredible range of equipment to choose from.”

Read our full review as we put the Maserati Ghibli through its paces on the UK roads

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david RS 10 November 2013

A tractor engine in a

A tractor engine in a Maserati. Sad reality... But nice alternative against the Germans.
Andrew Lee 9 November 2013


'Personalisation' smacks of desperation: look how well it worked for Adam! People will buy this because it looks more stylish than the German opposition and the name has more glamour. And not because you can match its paint colour with the colour of your eyes (or whatever...) Anyway I thought there were loads of pre-orders for it?
AHA1 8 November 2013

No s**t Sherlock!

That's a fairly uncontroversial statement given the entry level Maser is already dearer than all but the 8 cylinder 5 series and E class models. Those top of the range German saloons don't sell in any numbers and depreciate horrendously. Who'd want to shell out that kind of money for a ubiquitous German saloon that looks almost identical to one half the price? Buyers will clearly be attracted by a less common offering like Maserati even before the dealers get out the options book. BTW I wonder if you can deselect drive train shunt. :)