2005 Frankfurt International Automobile Asstellung (IAA)

James Barnett is a freelance writer for Viale Ciro Menotti. Thanks James, for attending the Frankfurt International Automobile show, and providing us with your recap of the Maserati exhibit and the great pictures of the event as well.

On Tuesday, September 13, 2005, Maserati held their Press Day at 11:35 a.m. in front of their exhibit at the 61st Frankfurt, Germany International Automobile Asstellung (IAA). Mr. Karl-Heinz Kalbfell, CEO of Maserati and COO of Alfa Romeo, spoke to the gathered press regarding the new line-up presented at this year’s motor show. Mr. Kalbfell had much to say and the following statements highlight what was said. He spoke of the new partnership arrangement with Alfa Romeo, but Maserati will still interface and have a relationship with Ferrari. They plan on increasing their production line and sales and Alfa Romeo will help with this effort. Maserati’s goal is to produce 5,600 units by the end of the year. If Maserati meets this objective, then they would achieve a global growth rate of more than 20% in comparison to 2004. During the show, Maserati presented two new versions of the Quattroporte – the Executive GT and the Sport GT. These two new models will be available in early 2006. The Executive GT is more luxury oriented while the Sport GT is more performance oriented. Also presented, was the new GranSport Spyder, but production of the GranSport Spyder is not expected until March 2006. Mr. Kalbfell indicated that Maserati would not be producing any more limited quantity and/or small-scale vehicles like the Birdcage. The economic trends will not support this. He also stated that Maserati must focus on quantity (along with quality) in order to stay in production and keep profit margins up. In addition, he added that Maserati would be diversifying their investments, however, he did not elaborate how or where these investments might take place. In general, his speech was uplifting and expounded upon positive progress at Maserati with the production of high quality vehicles and that the sales are following. Bottom line, in order to stay in business - changes will be made. Different partnering arrangements, investment strategies, and profit oriented business opportunities will lead to greater success for Maserati. The art of creating masterpieces will not be lost, but will be done in a more profitable manner and not for a one of a kind exhibit in a show. Upholding fine traditions, trademarks, and producing driving zeal are part of the hallmarks of the Trident. This show gives proof that Maserati is in the upswing and their focus is on the customer

THE NEW LINEUP

Quattroporte Executive GT
The new Quattroporte Executive GT is the latest Maserati flagship in the purest form. This new design features lateral grills and 19” wheel rims. It boasts the highest comfort levels and most exclusive traits you’ll find in the Quattroporte lineup. There are many interior features, and emphasis appears to be placed in the rear seating area. Some of the options with the rear seats are ventilation, massage and heating. There are electronic controls that can adjust the seat and its reach. The stowable rear tables are made of the same beautiful woods as offered in the interior. Alcantara lines the interior cabin roof and the air conditioning control panel can be operated from the rear seats. In the front of the cabin, the steering wheel is constructed of wood and leather, a full assortment of driver amenities surround and support the driver’s endeavors.

Quattroporte Sport GT
The Quattroporte Sport GT was created to appease the desires of sportiness and greater performance. The car is equipped with 20” wheels, racing pedals, and carbon fiber trim in the interior. Side air vents and the front grill are black – giving it the traditional Maserati look and character. This model is obviously more aggressive and tougher looking than the exquisite styling touches of the Executive GT. The Sport GT has an updated gearbox with an ultra-modern system of electronic actuators. By activating the “Sport” function, the gears change quicker (about 35% faster). A unique set up of the Skyhook suspension has also been included in the Sport GT. The exhaust system has been modified as well, and at high RPMs the 4,244 cc, 90 degree V8 engine produces a more intense sound. On display were two Sport GTs. There was one silver colored Sport GT displayed up front (main angled show floor) and another, a black Sport GT parked in the back and not obvious to the passing crowd. A personal observation: The new Maserti Sport GTs presented at the show came equipped with a sunroof, which was interesting to see. However, one thing I noticed while seated in the rear seat, was the considerable decrease in headroom when compared to the standard Quattroporte, which did not have a sunroof. So, if you have any spiked-up Mohawkers in the family and your Sport GT has a sunroof…. they might get rubbed the wrong way if you request they sit in the back seat!

GranSport Spyder
This model was unveiled for the first time at Frankfurt. The great success and thrilling drive of the GranSport coupe has influenced Maserati to produce a more sportier model. The GranSport Spyder combines the feel of open air driving with the aggression and refinement of the original GranSport. It’s equipped with 19” wheels, carbon fiber trim interior, leather and BrighTex™ fabric, giving it the feel of a racing car. The power plant in this vehicle is a 4.2-liter V8 engine, producing 400bhp.

OTHER CARS

There were also other cars at the show such as the Maserati Trofeo GranSport, the Coupe Cambiocorsa “Vintage,” the standard GranSport, and the standard model Quattroporte. No question about it, all the cars displayed at the Maserati exhibit had beautiful styling, unique design characteristics, and comfortable, luxurious interiors - except possibly the Trofeo Racer, as it looked a bit too firm in the interior for casual driving. In addition to the cars, there were plenty of Maserati accessories on display such as: neckties, shirts, robes, scarfs, pens, and other Trident oriented products.

THE SHOW

Often one looks at an exhibit and tries to determine what the theme is – if any. What is it that this particular vender is trying to project and convey to the audience? In this year’s Maserati exhibit, there were no covered vehicles waiting to be unveiled. No famous drivers or movie star personalities to chase with the camera. There were no rotating platforms nor flashy bright colored lights to catch your attention and dazzle your eyes. Just a simple, but functional, angled platform to show-off the new line-up of Tridents. Upon closer inspection, while walking through the exhibit, one realizes that although the new cars are displayed, the exhibit is really about the customer. It is centered on that individual who wants to tailor his or her vehicle to their own tastes. The exhibit is a live walk through of nearly all the options. It has your dashboard insert options, your console wood selections, your types and colors of leather, your exterior colors and grill types, even different rims for your tires. You can touch and feel everything. You can hold it and angle it into and away from lights. Showing shadowing and /or sun light type reflections.

The exhibit is virtually a catalog on the wall – Full of color, texture, and styling!

Tailoring your car to your tastes is just part of the experience. It gives a person a sense of individuality. The idea here is to focus on customer needs. Maserati’s theme at this show was to provide customers with a wide variety of high quality, tasteful options and let them determine how they want to truly personalize their car. The cars are beautiful, but tailoring them with your own special flare of one look over another is an important part of customizing your investment. That is what this Maserati exhibit was all about! The customer drives the sales process. A Maserati customer does not want cookie cutter limited options with low to medium quality exchangeable components - if they did, they wouldn’t be there. They would be in some other car exhibit looking only at the bottom line price tag. Maserati owners don’t look at their car as just mere transportation from point ‘A’ to point ‘B’. It is much more than that. This exclusive, invigorating, high quality nature of Maserati is part of what keeps customers excited about their car. They like the feel. It’s the vibration and sound of the deep powerful engine, it’s the comfort and touch of the leather seats, the texture of the steering wheel, and all the mechanics working flawlessly together within the driver’s control. Now that’s a package. This “feel” helps to project their enthusiasm on to others and in turn – they want that same feeling too. The entire package of the look, styling, feel, power, comfort, quality, refinement, and the impression it makes on the individual, is what sells Maseratis.

page 1 of 3