One-on-One with Maserati USA's Jim Selwa

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MB: Who do think will be a major factor in this area?

JS: Just look at Bentley in the upper part of the segment -- they are selling cars beyond their wildest dreams.

MB: What will differentiate Maserati from the others?JS: We have a well focused product with unique attributes: a Ferrari designed- and built engine, a beautiful exterior and interior designed by Pininfarina, and the ability to create a truly bespoke (Brit-speak for custom made) car at this price point.

MB: Tell me a little about the customization?

JS: A major factor in the history of Maserati is ability to create bespoke cars. This tradition is alive today. The interior of the QP can be personalized four million different ways; from the use of exquisite Poltrona Frau leather, to stitching and piping, and the choice of several types of wood. If a customer chooses, they can dictate a particular attribute such as an exterior and interior color. Other types of high quality materials can be used such as carbon fiber and titanium to create a detailed reflection of the owners taste.

MB: Has the QP overshadowed the Coupe, Spyder and GranSport?

JS: We are doing extremely well with those cars. October, last year set a sale record. This year our sales this year will be the best ever. I think the business for our 2 door series of cars is increasing and the volume is going to be somewhere between 650 and 800 units for 2006. We are very committed to building the business for the 2 door range.

MB: The Quattroporte has been on sale for a year now, how is it doing?

JS: It is remarkable how far it has come in a very short time. In fact for 2005 it's gone from being a brand new entry to finishing 2005 leading its segment with a 33% share of the market for sedans with a base MSRP between $100,000 and $200,000. The individual models included in the grouping were the BMW 760, Mercedes S600, S55 and S65 and the Bentley Flying Spur.

MB: Do you think interest will remain hot in the U.S. Or, do you see this market cooling?

JS: As we continue to develop our plan, there are recent indications that U.S, consumer interest in our brand is strong and growing. Our online marketing is one example of this. A full two-thirds (66%) of all global website traffic comes from the US, which is over 25 percentage points higher than our global share of sales. U.S. consumers represent more than half (55%) of all traffic to the car configurator, showing a detailed interest in the product.

MB: And how is Maserati doing globally?

JS: Since the new Company began in 1997 with the takeover by Ferrari, the United States is the number one market for Maserati in the world. North America represents almost 40% of Maserati's total volume. Sales success in the United States is mirrored in the global success achieved by Maserati. Maserati sales were up by nearly 25% in 2005 versus 2004, for a total of over 5,600 units. January and February 2006 combined, Maserati has sold more cars than it did for the entire year of 1998.

MB: What are the other important markets for your vehicles?

JS: Riding on the success of the Quattroporte, Italy has become Maserati's second largest market in the world, followed by Germany and the United Kingdom. Our cars are sold in 57 countries on five continents with an overall network of over 281 dealerships. In the primary global markets, Maserati directly controls its subsidiaries, including a joint venture in China.

MB: Any new product for 2006?

JS: We have added two fantastic variants to the Quattroporte: the Sport GT, which develops the already sporting character of the car; and, the Executive GT, which develops the luxury nature of the car while still offering the standard version of our flagship sedan. The two-door range has been expanded with a standard 6 speed Coupe GT, and two GranSport Models at the top of the line: the GranSport LE, which is limited edition and comes with a special set of options; and, the MC Victory, again limited edition, and stylistically modeled after MC 12 in order to honor the multiple FIA GT titles Maserati won last year. We are also offering a Spyder version of the GranSport. The GS is capable of devastating performance, and to experience it in the open air is spectacular. There is not a car on the market that matches the experience.

MB: Will there be application of the Ferrari racing heritage to Maserati?

JS: Delivery of MC 12s, a race car to North American customers will continue. It demonstrates the strength of the Maserati brand. None of our German competitors have produced a car which costs 1 million Euros, and is an established champion on the race track. The demand for the car far outstrips supply, but keeps the car exclusive to select clients. Only Ferrari can compete in this arena.

MB: Coming from a marketing/advertising/promotion background, what are some of the plans you envision for Maserati? I've been seeing Maserati ads with dealer names in a couple of publications including The Wall Street Journal.

JS: The ads will continue in this and possibly other publications. And this year Maserati will bring the track experience to our customers with a driving school modeled after our Master GT Maserati school in Italy. It's a thorough driving program designed specifically around our cars- with an elegant stay surrounding it. And our fashion and lifestyle accessories will be expanded to include exceptional items that coincide with luxury sport nature of the brand.

MB: What else can you tell me about Maserati's future?

JS: Maserati will expand the product line beyond the current product offerings. Alfa Romeo may come at some point, but there is no specific timetable for a decision. (Editors note: Alfa Romeo just introduced a new convertible -- a staple for the brand -- and sport wagon at the 79th Geneva Motor Show.)

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