In this quite confusing era of whether electrification is the IT thing or not, another one bites the dust...
The iconic trident-facia brand Maserati is facing a problem right now. But honestly, it was forthcoming.
You see, the classic Italian brand that delivered to us the iconic MC12, designed by the legend Frank Stephenson himself, is today quite the shadow of its own legacy. Back in the day, Maserati meant class. Perfect representation and partner to the espresso-sipping, suave guy walking out dressed immaculately, checking all the boxes of the perfect gentleman, with a side of mystery.
Akin to a James Bond, just a tad-bit Italian. Okay, quite a lot more Italian.
See, Maserati, to me, has always been that brand that could have been, but just isn't. Their journey was quite a topsy-turvy one, just like their Italian cousin, Ferrari. Ownership moved hands quite a bit. But somehow, with every shift, they delivered an icon.
Quattroporte, MC12, GranTurismo, and as they came to the current era, they tried it with the MC20. While it was a hit among the reviewers, it was not quite so business wise. That, unfortunately, has been the story of Maserati for a while now.
Now, however, things are getting interesting. After wildly declining sales figures, they seem to have a 'trident' approach to revive the brand. Bring combustion back into the conversation, keep electrification on the table, and return to executive-class vehicles.
Is this move a tad bit too late? Was the corporate-first move towards smaller engines, hybrids, and electrification a bad move? Is there a comeback in the horizon? We will have to wait and see!
But in my humble, automotive enthusiast opinion, Maserati should have followed the footsteps of their British counterpart, Aston Martin. Maintain the soul, and do not let electrification become your identity. Sure, Aston is not in a great place financially either, but they aren't as bad. The continued push of V8s, V12s, dramatic proportions, sounds, limited run cars... all of that is helping keep the soul of the brand alive!
That is what Maserati should have done. Keep the soul, sound, beauty, drama alive. Because if I wanted an EV, there are a lot of companies that can offer me cheaper and technologically advanced ones. But if I wanted to drive something beautiful, slightly ridiculous, and unmistakably Italian in terms of design, Maserati it is.