Maserati expects a large proportion of sales growth to come from the new Ghibli
Maserati is on track to double the number of its UK dealerships by 2015, in order to help it chase its ambitious global goal of increasing sales by a factor of five by that date.
At present Maserati UK has 13 dealerships, a figure that is set to raise to 20 by the end of 2014 and around 26 by the end of 2015.
The growth is driven by the launch of new products, with the new BMW 5-series rivalling Maserati Ghibli and upcoming BMW X5-rivalling Maserati Levante accounting for the bulk of new sales, plus a renewed product range and growth in China. Globally Maserati is targeting growth from around 10,000 cars this year to 50,000 by 2015.
In the UK, Maserati sold 309 cars in 2012, and 239 so far in 2013. Total sales in 2013 are expected to reach 550, rising to 1800 in 2014.
"The UK is one of Maserati's biggest markets, and we are preparing to play our part in the expansion," said Peter Denton, Maserati UK's head of sales and marketing. "We identified our growth plans several years ago, and have been working since then on signing up new dealerships in the areas we need them."
The new dealerships will be dedicated Maserati sites, as Ferrari has already said that it does not wish to expand its sales further, choosing rather to drive profits by increased prices and greater personalisation programmes.
"We need to be in areas that are convenient for customers where we aren't currently represented," said Denton. "We're in negotiations to grow the number of dealerships significantly but sympathetically - we have new products that will appeal to new customers, and we have to be able to give them a level of service that meets expectations."