What the future holds for the Italian trident

Maserati has been one of the most characterful car brands in the market. The Italian carmaker has charmed with numerous exciting products, such as the Gran Turismo of recent, and not forgetting the all new Quattroporte and Ghibli sedans. We took the chance to speak to Mr. Amaury La Fonta (ALF), Marketing Director, Maserati General Overseas Market, and find out what's in store for the Italian trident marque.

SGCM: Maserati has big plans for the future, such as increasing sales to 50,000 units by 2015. Will the increase in production dilute the brand, and how will Maserati aim to achieve the stated targets?

ALF: We're definitely looking at increasing our sales, and it will be done in different levels. First of all, we are convinced that the brand has the capability to achieve the target as we believe the brand itself is appealing. Now we are coming out with new products that fully encompass the brand's DNA - the right design, performance level, unique engine note, driving enjoyment, etc.

The next step is to ensure that we have the right infrastructure to support our customers. We need to expand the showroom and aftersales services to better serve our clients. We also actively participate in activities, such as today's event which showcases the brand's involvement in yacht racing, and this will help to tell a different story of the brand and promote public's awareness.

SGCM: For the first time, Maserati is offering all-wheel drive powertrains on its cars. Do you see this as a departure for the brand?

ALF: It is important to mention that all Maseratis are built in Italy, even the new SUV will also roll off plants in Italy. To us, that is the first step in ensuring the cars are still embossed with our DNA. Coming out with four-wheel drive powertrains, to us, will help to convince more customers to go with Maserati.

We believe the emotional attraction has to be backed up with rational decision making. We don't think it will dilute the brand, instead, it is part of bringing to the market features which are of the highest level, and are legitimate from a luxury brand.

SGCM: What do you think is the toughest challenge that the brand faces now?

ALF: The toughest challenge is probably the brand awareness, especially within non automotive enthusiasts. It is also our aim to make the brand more accessible psychologically. Some people may think that the brand is among the pinnacles of motoring and therefore think that it is unreachable. But with latest products such as the Ghibli and the new SUV, we want to banish that thinking.

Of course, the other big challenge for now is to ensure a seamless flow between demand and supply - to ensure that our factories can meet the demand of growing markets.