Take That BMW, Porsche: Maserati Will not Build More than 75,000 Cars a Year to Keep Exclusivity

While Maserati is currently expanding its range to levels never seen before in the history of the brand, there is also a concern about retaining exclusivity. In a similar way to Ferrari, which has capped annual production to 7,000 units, Umberto Maria Cini, head of Maserati’s general overseas markets, said the carmaker will not sell more than 75,000 vehicles globally a year to retain the exclusivity of the brand.

Maserati is expected to reach 75,000 sales in 2018, after first passing another sales target of 50,000 registrations set for 2015. In 2013, the sports car manufacturer sold 15,400 cars worldwide.

The revival of the Maserati brand is a key element of Fiat Chrysler Automobiles’ plan to become profitable in Europe, along with the re-launch of the Alfa Romeo brand. FCA wants to make money again in the region, which is slowly recovering from six years of declining sales.

Maserati’s current lineup includes the Ghibli, Quattroporte, GranTurismo and GranCabrio, but will be extended in late 2015 with the Levante SUV and in 2016 with the Alfieri sports car.