June 9, 2014
Maserati centennial
Italian automaker Maserati is calling model owners from around the world to celebrate its centennial Sept. 18-20 in Italy.
The brand has steadily built up interest in the 100 year anniversary with gradual releases of content, a revamped product line and commemorative products. The culminating celebration will be a chance for the brand to gauge the brand loyalty of its core consumer base, while also gathering lasting social content.
"I don't think Maserati owners will turn out in large numbers for the centennial event," said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy. "In the first place, Maserati sells relatively few vehicles. In the first four months of this year, Maserati sold only 3,332 vehicles in America.
"Then there's the question of the price," he said. "Unlike Ferrari, Lamborghini and other ultra-expensive vehicles, Maserati vehicles are relatively inexpensive, ranging in price from $70,000 to $140,000."
Mr. Ries is not affiliated with Maserati, but agreed to comment as an industry expert.
Maserati did not comment by press deadline.
Celebrate history
Throughout the three-day sojourn, guests will be guided through a real-life retrospective of the brand.
Owners who want to arrive early can get their photos taken with their car in front of the Fountain of Neptune, which was the inspiration for the brand's trident logo.
The Maserati centennial celebration officially begins Sept. 18 in Modena, Italy, where historic and contemporary models will be displayed in various urban spaces.
Maserati Centennial microsite
Brand owners are invited to visit an exhibition at the Museo Casa Enzo Ferrari dedicated to the centennial and then the Maserati headquarters where dinner will be served.
On Sept. 19, guests will travel to Turin for some track sessions and to pay homage to major brand achievements. A parade will then drive through the streets of Cremona and drivers will end the evening with a gala dinner at the Reggia of Venaria palace.
Finally, the facility where Quattroportes and Ghiblis are built will be toured and owners end the affair by attending the Concours d’Elegance in Piazza San Carlo.
Maserati Quattroporte
Building brand loyalty often depends upon the fellowship of consumers. Commercialism often acts as a foundation for consumers to build relationships on, whether a favorite sports team, fashion designer or car brand is seen as the fulcrum.
In Maserati's case, the centennial celebration will only draw the most fervent Maserati owners, who will immediately establish an accord with fellow drivers, which may end up increasing brand advocacy.
Scaling community
Maserati is on pace to substantially surpass its 2013 sales numbers primarily because of the recently released Ghibli model.
The Ghibli model starts at $66,900 and opens Maserati up to a swath of consumers previously barred from considering the luxury brand. As more consumers capitalize on the car’s accessibility, the brand will have to navigate the inevitable restructuring of its identity (see story).
Since the automaker's community is still relatively small, it may be hard to attract a sizable coterie of drivers outside of Italy to attend the celebration.
"The typical Maserati owner is not going to believe he or she is part of an exclusive club," Mr. Ries said.
"Some Maserati owners are likely to show up for various reasons," he said.
"However, I don't believe the event will draw enough owners to make it worthwhile for the Maserati organization. But you never can tell. I could be wrong."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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