Maserati’s rich heritage, steeped in motorsport successes and Italian flair, is the bedrock of its aspirational brand. Though few luxury car buyers know the specifics of the company’s past, most esteem the trident badge above the ranks of Germany’s premium marques: BMW, Mercedes-Benz, and Audi. However, despite its well-regarded position, Maserati vehicles sell in paltry numbers compared to “lesser” luxury manufacturers. A relatively small dealer network and limited model range are in part to blame, but there’s a larger issue: Maserati is terrible at self-promotion. Ad placements in select luxury publications aren’t sufficient to attract a large number of affluent consumers. Maserati needs resources — and it might finally have them.
Now headquartered near its parent company, Fiat Chrysler automobiles (FCA), Maserati is being nurtured for growth. Product improvements, new models, expanded trims, and broader promotion are all part of the plan. To gauge the Italian brand’s progress, Autobytel traveled to Michigan for some seat time in the updated 2018 Maserati Ghibli S Q4. Here’s what we learned.