“Margin is an appreciation that the customer gives. It is a rough measure of the position the customer gives to the validity and the strength of the brand and the product that you promote.
“Our goal, in the next 18 months, is to go to 15% adjusted operating margin income and then move north of that. We have our goals set on an ideal level of 20%.”
A clearer picture of Maserati’s current profit margins will be given in Stellantis’s full-year earnings report in January, but having returned to profitability in 2021 and closed the year at “between 5.5% and 6%”, Maserati has since pushed margins past the 6% mark and is on the way to achieving “double digits very, very soon”.
A key tenet of this profit-hunting push will be an expansion of Maserati’s Fuoriserie programme for bespoke car configuration, which will start to serve – like Bentley’s Mulliner and Lamborghini’s Ad Personam – as an integral part of its car-selling process, offering buyers new levels of personalisation (such as custom paint and graphic combinations, as below) across the line-up.
“The core of that move lies in the fact that it’s all about the customer. The modern luxury customer is willing to pay more to have personalised objects, if you will, that distinguish him or herself from the rest,” Grasso said. “Sometimes the personalisation is a matter of comfort, sometimes it’s a matter of aesthetics, sometimes performance, sometimes it’s all the above…