Maserati on verge of making Profit
October, 1996
The Maserati Pages

As we reported in the last issue, Maserati looks like making a financial comeback as a result of major management changes (and investment) by parent Fiat. Giancarlo Perini reports in the September edition of CAR Magazine that although it has taken a little longer than expected, Maserati is set to post its first profit for more than four years. "The current year is going to be the last one to register losses. Next year we will reach break-even point and we might register a profit - I would even say a significant profit," commented Fiat's CEO Robert Testore at last month's launch of the Quattroporte V8. "Maserati breaks even with a production (and sale) volume of 1500 cars and in 1997 we plan to deliver some 1650 Maserati if everything goes as we anticipate"

Impressive stuff says Perini. Especially when you consider that's 65% up on 1995 production and that an all-new Guigiaro-designed coup is due to go on sale in 1998.

Since Fiat took over from de Tomaso in 1993 it has invested around $170 million in Maserati - not much by big car company standards but "about right for Maserati" according to Testore. As well as putting money into the company (which Alessandro de Tomaso seemed reluctant to do) Fiat also put the right man in charge. In Eugenio Alzati, a former general manager of Ferrari who master-minded the launch of the Testarossa and GTO, Maserati has a tough, often uncompromising general manager and probably one of the very few men capable of turning the company around.

Alzati arrived in Modena in 1993 fresh from turning what had been seen as a punishment job - boss of Fiat Auto in Brazil - into a golden opportunity. He transformed the operation from one of Fiat's least productive sites (absenteeism was running at 35% when he took over) into one of the most productive and profitable (absenteeism was at 5% when he left).

He is not averse to using Machiavellian methods to get what he wants. "In my first year at Maserati, it is true I set my team new goals I knew they could not achieve," he smiles.

The Quattroporte Ottocilindri* is his most significant fix to date and paves the way for the exciting new coup, which is said to be more powerful but more expensive than any Alfa, yet more affordable and as charismatic as a Ferrari. Its development was slowed down in 1995 to give Alzati and his engineers time to improve build quality. According to sources the coup will eventually be given its own name and will be available in either the V6 or V8 engine installed longitudinally. A Spider version of the new car remains an option, although Fiat has not yet approved it.

Alzati is unlikely to be in charge when the car is launched, however. At 61, he has already reached retirement age and will almost certainly be asked to stand aside for a younger man. Following in his footsteps will not be easy.

*The 335bhp Maserati Quattroporte Ottocilindri was released in Australia at the recent Sydney motor show and is available with a six-speed Getrag or BTR automatic.