Maserati’s new contender in the luxury car market, launched in Europe early last year, rolled out in Jeddah on Sunday. The Quattroporte Automatica, described by Umberto Cini, Maserati’s area manager for the Middle East and South Africa as in the super premium category, is targeted partly at the driven rather than the driving and a younger, socially aspiring buyer.
We would like to open the market with the Quattroporte to people who cannot or do not want to drive themselves,” said Cini, adding that in recent years, the target buyer is 55-60 years old. “Now heading for younger buyers – 40-45 – the new social group emerging worldwide, the trend setters.”
Maserati has high hopes for acceptance of its new four-door marque and response so far has been good. Production of the Quattroporte in 2006 was 3600; in 2007 it is looking to produce 5700 and 2000 other models totaling 7,700. It will remain an exclusive car, however, as the factory’s maximum possible output is 10,000. Very labor intensive to make, each car involves 480 people to produce it. “We intend to develop and improve the young markets,” said Cini. “We expect an increase in China of 65 percent and 100 percent the Middle East over last year.” His aspirations for the Kingdom are even higher, aiming at 130 percent growth in 2007 over 2006.
There are, Cini confirmed, no plans at all to enter the 4-wheel drive market as the investment would be impossible to recoup. “The car will remain a product of excellence through passion,” he said quoting the company’s motto.
The car will be available in three versions with automatic transmission at prices between approximately SR500,000 and 600,000.
Mamdouh Khayyat, managing director of Fast Auto Technic Co., agents for the car, said there had been a SR45 million investment in servicing and support facilities in Jeddah and Riyadh.
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