MILAN — Maserati will never start or get involved in a price war with competitors, CEO Davide Grasso said.
“We would be completely strategically off-balance if we did that,” Grasso told a press briefing on Friday.
“Pricing is a very critical element in general, but particularly for a luxury brand. That’s why it’s important that we’re not led by volumes,” Grasso said.
“Our goal is to make the best cars we can make for somebody to appreciate it and pay the price.” he said.
Maserati is increasingly scrutinising its dealers to ensure they are maintaining discipline on prices. “We don’t want to send the wrong message to customers,” Grasso said.
As supply chain tensions ease, especially around semiconductors impacting global car output, analysts fear automakers might rush to reduce prices to protect market share and also to keep up with Tesla, which has introduced price cuts in several markets.
Maserati delivered 15,300 vehicles in the first half supported by the Grecale crossover and the Gran Turismo.
In Italy, the Grecale starts from a price of 81,000 euros ($89,375) including sales tax, while the top of the range MC20 Cielo sportscar is priced from 268,000 euros.
Bigger profits
Modena-based Maserati, an autonomous unit within Stellantis, posted a 121 million euro adjusted operating profit in the first half, almost doubled compared to the same period of 2022. The margin on adjusted operating profit rose to 9.2 percent from 6.6 percent.
Stellantis CFO Natalie Knight said earlier this week Maserati was on track to deliver a “sustainable” 15 percent margin next year. In the longer term the carmaker aims for a 20 percent margin.
Stellantis CEO Carlos Tavares has ruled out any IPO or spin-off plan for the brand.
Grasso said on Friday: “It’s something that is not on the horizon for us, we are busy enough with managing the brand and the complexity of the business in these days.”
