Chrysler 2013 Annual Report Download - page 76

75
Report on
Operations
Maserati
Commercial Performance
For Maserati, 2013 was a very significant year in terms of both new products and strategic developments.
In January, Maserati gave its world premiere presentation of the new flagship Quattroporte at the North American International Auto Show in
Detroit. The Shanghai Motor Show in April was the venue for the world premiere presentation of the new Ghibli and heralded the brand’s entry
in the E segment, which accounts for more than 30% of the luxury car market worldwide. Both vehicles are offered with diesel and all-wheel-
drive options, representing firsts for Maserati. With the introduction of these two new models and continued contribution of the existing Sport
models, Maserati posted its best ever annual performance with a total of 15,400 vehicles shipped and combined order intake for the two new
models of 26,000 units.
Major events during the year included: the opening of a new, state-of-the-art production facility for the Quattroporte and Ghibli, presentation
of a new brand image and communications strategy to support the new strategic objectives and, in December, the official launch of Maserati’s
100th anniversary celebrations. The occasion was marked with the release of the official commemorative book entitled “Maserati – A Century
of History”, the centenary logo and a program of events for 2014.
In motor sport, the fourth season of the mono-brand MC Trofeo championship kicked off at the end of April at the Paul Ricard circuit in France.
The 2013 race calendar consisted of three fixtures in Europe (France, U.K. and Germany) and three outside Europe, including the U.S. and
China, with the final race held in Abu Dhabi in mid-December.
Worldwide shipments were up 148% for the year, with 15,400 vehicles delivered to the network. For the Quattroporte, which was released in
March, shipments totaled 7,800 units. For the Ghibli, a total of 2,900 units were shipped between launch in October and year end. Combined
shipments for the GranTurismo and GranCabrio were in line with 2012 at 4,700 units for the year.
All markets contributed positively to the significant year-over-year increase. The U.S. remained the brand’s number one market, with shipments
up 138% over the prior year to 6,900 units. Maserati’s second largest market, China, recorded the highest percentage increase with shipments
up 334% to 3,800 units. Even in Europe, where economic conditions remained difficult, shipments were up 133% to 2,500 units driven by
demand for the new models. Results were also strong for the Asia-Pacific region (excluding China) and the Middle East, which registered
increases of 52% (to 1,300 vehicles) and 81% (to 750 vehicles), respectively.
Products and Awards
In January 2013, Maserati gave its world premiere presentation of both the V8 (530 hp) and V6 (410 hp) versions of the new Quattroporte at
the North American International Auto Show in Detroit.
At the Geneva Motor Show in early March, Maserati presented the 4-seat GranTurismo MC Stradale and, for the first time in Europe, the new
Quattroporte.
The Shanghai Motor Show in April was the chosen venue for the world premiere presentation of the new Maserati Ghibli.
At the Frankfurt Motor Show in September, Maserati presented the diesel version of the Quattroporte along with the Ermenegildo Zegna Limited
Edition concept version, the first project in partnership with the premiere Italian fashion house.
Mid-November saw the North American debut of the Ghibli at the Los Angeles Auto Show.