Maserati is pinning its hopes of a return to profits in 2001, when the Coupe will be launched in the United States along with a new Spider convertible. Last year, the company had sales of 70 billion lire ($42 million) but posted a net loss of around the same amount. The company's target is to have sales of 650 billion lire by the year 2001, helped by the U.S. launch. By then Maserati plans to produce about 6,000 cars a year, including the new Coupe, the Spider and a planned four-door model. "But we'll have to cope with strong competitors, like the Porsche 911, and Jaguar models," said marketing director Michele Scannavini.

The car cost the company 100 billion lire to make, with a further 25 billion spent on plant restructuring. From design to assembly, the Coupe is produced at the company's Modena factory which employs just 300 people. In Europe, Maserati hopes to sell between 300 and 400 of the GT Coupes in Germany next year, a similar number in Britain and around 250 in Japan, which are its current main markets. Maserati's strategy is to licence 115 dealers in 35 countries by the end of next year. Maserati chairman Luca Cordero di Montezemolo noted unit sales of Ferrari in Japan were expected to fall about eight percent this year after record sales last year, predicting Maserati unit sales of 2,400 cars for 1999, including 1,700 of the new model. "It's too early to make profit forecasts for the consolidated group for its first full year," he added.

At 149.5 million lire ($89,240), the Coupe's price tag is around half that of a Ferrari, and Maserati insists the price is competitive enough to ensure success. "It's a thrilling car and the result will be a revamping of Maserati, giving it back its historical position among prestigious cars," said company chief executive Paolo Marinsek.

Using the motto of parent company Fiat, Maserati said the design was "driven by passion" instead of technology, and offered the driver practicality with an emotional buzz. "It has an unobtrusive, sober style and great personality, but remains very powerful and strong," said the car's designer Giorgietto Giugiaro. Although there are many synergies with Ferrari, Montezemolo said the two would remain very distinct, especially in such areas as client target groups. Maserati is targeting the over-35s and motoring enthusiasts who recall the company's glorious racing past. "People who can't afford a Ferrari might be able to get a Maserati and enjoy a similar driving experience," said Montezemolo. "I want them to see a car so beautiful that you fall in love with it before you even start the engine." The company said its focus on a customised, tailor-made approach would give it the edge over its sector rival:

"The 3200GT has 400 new features, it's unique in its category with its all-leather upholstery. It's typically Italian, typically Maserati," said marketing director Scannavini.

Sixteen new colours have been developed for the Coupe and the company said no details were spared -- even down to the costom luggage, which fits the boot (trunk) to the last millimetre. British racing driver Stirling Moss, who raced for Maserati over 70 times in the 1950s and '60s, drove the car off the production line at the launch. "I only know about cars and women, and I can't see one thing bad about this car," he said.

Chairman Montezemolo said although a stock market flotation would in the long run be a good move for Ferrari and Maserati, he did not anticipate any moves in the near future. "The next two years will be tough, we've got to relaunch the company before we can think of anything else. We're preparing the groundwork," he said. ($US =1,675 lire)