Maserati Details Electrification Plan, Hedges With Gasoline Options

Illustration for article titled Maserati Details Electrification Plan, Hedges With Gasoline Options
Photo: Maserati

Maserati has had electrification plans for a while, but we’re now getting some specific details about what to expect from the brand in the coming years. It was previously stated that “electrification will be a hallmark of the brand,” by 2023. There are several electric vehicles planned, but Maserati seems to be hedging their bet by offering gasoline versions of their electrified vehicles.

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The company’s first foray into electrification will be a hybrid version of the Ghibli that will launch later this year. The Ghibli has been called “not worth its asking price” and “a terrible way to spend $85,000.” The addition of a hybrid powertrain is unlikely to fix that problem, but we’d love to be proven wrong.

In 2021, the company will release a new generation Granturismo and Grancabrio with a fully electric powertrain. The cars will also be available with internal combustion engines. Both will be built at the Mirafiori production hub where the company has allocated a large portion to be used for electrified car production.

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Launching later this year, a “characteristically Maserati sports car,” certainly the Alfieri supercar will first be available as a fully electric. A hybrid version is expected later with the possibility of a purely gasoline version.

Designing cars for multiple powertrains will assuredly result in some compromises, but it may be a good hedge based on the slow sales of some luxury EVs and unpredictable battery availability.

Matt Brown is an automotive engineer, writer, and builder of unconventional things. Mostly vehicles.

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DISCUSSION

halftrackelcamino
Half-track El Camino

It kinda sounds like maybe they don’t actually have a coherent plan at this point.

A lot of manufacturers seem that way right now. The market is contracting. EVs are becoming mainstream. Big changes are afoot in the automobile industry. And most of the automakers seem to have been caught flat-footed, even though what we’re seeing are just the continuation of trends that have been obvious for years even to outsiders.

These are powerful, multi-billion-dollar, international corporations that can afford to hire the best talent in the world in order to spy out upcoming market shifts and come up with plans for how to capitalize on them. They have entire divisions of experts who do exactly this kind of research and planning. But most of them seem to have just no idea what to do.

Any idiot can do well when everyone wants the product you are already selling. It’s when demand (or the regulatory environment) changes that we find out who’s actually good at doing business. Too many manufacturers seem to have been living in a fantasy land where nothing ever changes and they will never have to adapt. It’s inexcusable given the resources at their disposal, and if they fail then they have only themselves to blame.