Many major events and launches in the automotive world have been postponed as a result of the coronavirus pandemic, one of the more tantalising of which was the relaunch of the Maserati brand that’s been pushed back from May to September.
Maserati, like Alfa Romeo, has been promised a lot by its parent firm Fiat Chrysler Automobiles (FCA) owner over the past decade or more, but been given the chance to deliver very little to realise its full potential.
And what has come from Maserati, the likes of the Maserati Ghibli and Maserati Levante, has been well short of rivals including Porsche and Mercedes-AMG. While actually creating at least some of the cars has been an improvement on some of the revival plans of the past, creating them to match and better the ever-higher standards has been beyond Maserati thus far.
Now there is a new plan, and an even more ambitious one at that. As we reveal, it includes up to 10 new models, including derivatives, before 2023, kicking off with a dramatic carbonfibre mid-engined supercar called MC20. The investment runs into the billions.
If it feels like we’ve been here before with Maserati, we have. However, there’s one key difference this time.
FCA’s upcoming merger with PSA puts Maserati’s feat under the ultimate control of Carlos Tavares, the future head of the combined PSA-FCA. No-one has a better track record in recent years of turning around brands, as he has shown both with Peugeot-Citroen and then again even more impressively for Opel-Vauxhall, loss-making in each of the 17 years previous.
Under Tavares’s watch, there can be no excuses for Maserati this time.