PDA

View Full Version : Fiat to Buy Maserati Brand From Ferrari


italo
02-16-2005, 01:05 PM
<A HREF="http://story.news.yahoo.com/news?tmpl=story&cid=509&ncid=509&e=15&u=/ap/20050216/ap_on_bi_ge/italy_fiat_maserati_3" TARGET="_blank">http://story.news.yahoo.com/ne...ati_3</A><p>Fiat to Buy Maserati Brand From Ferrari <p>Wed Feb 16,11:31 AM ET Business - AP <br> <br>By JOJI SAKURAI, Associated Press Writer <p>ROME - Fiat SpA announced Wednesday it will buy the Maserati sportscar brand from Ferrari  a company in which it already has a majority stake  just three days after winning independence from General Motors Corp. <p>Turin-based Fiat said in a statement it was buying Maserati in a bid to find technological and commercial synergies to help develop its premium brand, Alfa Romeo. It declined to offer details about financial terms. <p>Fiat's unprofitable carmaking division, Fiat Auto, owns the Fiat, Alfa Romeo and Lancia brands. The Fiat group also has a 56 percent stake in Ferrari. <p>"This operation is essential for the future development of Alfa Romeo," said Fiat Chief Executive Sergio Marchionne. <p>On Sunday, Fiat and General Motors dissolved a partnership including an option that could have forced GM to buy the 90 percent of Fiat Auto SpA that it did not already own. GM agreed to pay the Italian automaker $2 billion, mostly in exchange for canceling the clause. <p>Maserati was founded in 1914 and acquired by Fiat in 1993. Ferrari took ownership of the Maserati brand in 1999. <p>Maserati sold 4,600 cars last year, according to Luca Cordero di Montezemolo, who is chairman of Ferrari. The company has targeted unit sales of at least 10,000 a year for the brand. Alfa Romeo sells around 180,000 units a year. <p>Maserati sells around a third of its production in North America, where Alfa Romeo is not present, suggesting that under Wednesday's deal Fiat may be able to improve distribution range for higher-margin products. <p>Fiat Auto had an operating loss of just under 1 billion euros ($1.3 billion) in 2003, and is expected to post a loss of around 800 million euros ($1.04 billion) for 2004. The unit is targeting an operating breakeven in 2006. <p>

Shrek
02-16-2005, 02:30 PM
How can Fiat afford this.

JBlair
02-16-2005, 03:11 PM
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD><i>Quote, originally posted by <b>Jarrett</b> &raquo;</i></TD></TR><TR><TD CLASS="quote">How can Fiat afford this. </TD></TR></TABLE><p>Doesn't Fiat already own Ferrari? So basically, they would be paying for a brand that they own.

Nick
02-16-2005, 04:54 PM
yea, thats what I thought also...

Ascariss
02-16-2005, 05:08 PM
Actually they don't all of it as it states in the article, so I assume Fiat is just picking the entire maserati name, so the remaining 40 odd percent. So let's just same the deal is finalised and the own Maserati and all is well.<p>So should or will alfa use the maser V8, for their 166 cars? Or even go against the likes of the 7er, S and a8 with a 170 series? Or will the quattroporte suffice? I personally would love to see alfa go backto RWD and come back to north america, but that is wishful thinking. <IMG NAME="icon" SRC="http://www.germancarfans.com/images/forums/bonk.gif" BORDER="0">

CalinG7
02-16-2005, 05:32 PM
VW wanted to use a cut-down Quattroporte chassis for a 5-series competitor so I guess Alf Romeo could too. It would make sense; combine the lower-volume, high-cost vehicles like Alfa 5-series/7-series competitors and the Maserati Quattroporte/Kubang(SUV). The 166 is once again FWD, but the next generation could go RWD if sharing costs with Maserati makes it more affordable.

Reppu
02-17-2005, 12:26 AM
All in all, i think this is the first smart move from Fiat in years

summersun54
02-17-2005, 04:48 AM
Well we will be waiting a hell of a long time for that as the renewal of alfa's range is only begining and im sure the 166 will be last on the list..the impact of this could be that alfa gets to america and outside of europe through ferrari/maserati sales network<BR><BR>
<i>Modified by summersun54 at 5:48 AM 2/21/2005</i>

Santeno
02-17-2005, 09:14 AM
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD><i>Quote, originally posted by <b>JBlair</b> &raquo;</i></TD></TR><TR><TD CLASS="quote">Doesn't Fiat already own Ferrari? So basically, they would be paying for a brand that they own.</TD></TR></TABLE><br>No they don't. The fiat Group owns the car brands (in different percentages and ownership structures). Fiat Auto does not own ferrari or Maserati (though at one point they did own both barnds). If I recall correctly the reason behind this is not to transfer technology to fiat, but rather to finally make Ferrari attractive enough to float it on a public stock offering (Maserati, despite it's impressive gains is still costing Ferrari money - ie, not turning a profitt). My question is, what is Fiat auto doing buying another automaker that is not making money. IMO, what they should have don is transfered Alfa and maybe Lancia to the Ferrari Group and stayed focused onvalue added products, and sold of Fiat auto.

Roadster44
02-17-2005, 05:16 PM
From what I hear is that Alfa wants to come back to NA, but wants to use Maseratti's expertise. <p>Fiat, Lancia, Maseratti, Alfa brands are not doing well. They are having trouble distinguishing the brands to consumers. What's more is that their quality is appaling, dealer networks are pathetic. And they want to expand? <p>Perhaps now that I think about it a bit more. It seems they could use the technology within Maseratti, perhaps let other companies like VW use the platform for their projects and make money on that. Plus Maseratti has some strong cars on the way, so if they'll be done right then maybe it'll start finally turning in profits.<p>Maybe Fiat brand can be marketed like Chevrolet is in US. Family oriented lineup of vehicles. Good solid, reliable, city friendly. Kind of like how VW used to be.<p>Lancia could be a small inexpensive brand to promote cheap performance. Attract younger audience who don't want a family sedan, but can't afford more expensive Alfas either. Essentially cheap, but fun to drive cars.<p>Alfa Romeo could be performance, emotional styling and acceptional handling oriented brand. With competition being Audi 3,4, BMW 1,3. MB A,B,C(maybe) class. <p>Maseratti to be a premium/luxury division selling high performance luxurious salloons and sports cars. And perhaps a crossover. They could take on Mercedes. Perhaps work their way down to nothing less than an equivalent of E-Class and 5-Series competition. I also see a case for ultra luxury salloon to go head to head with Bentley. Costing no more than $220,000.<p>I would pretty much lean that way and then take a carefull look into each brand and see exactly which vehicles they need. Be it a convertible, sedan, coupe, suv, mpv, crossover. See if those models would go with philosophy within each brand.<BR><BR>
<i>Modified by Roadster44 at 4:23 PM 2/17/2005</i>

summersun54
02-21-2005, 06:58 AM
one has to wonder at FIAT's strategy..Ok it needs to make Ferrari strong again to float and Mazareti was dragging them down but as has been said already why take maserati back to FIaT auto? <br>They are buggered for cash as it is and none of their 3 brands are setting the world alight at present...the theory of sharing technology with Alfa is endearing but they occupy completely diff sectors of the market <p>Fiat will struggle to produce the required technology needed for a Bentley fighter. There will still have to be strong engineering links to Ferrari, but it does ease the burden on Ferarri<br>

Chicho
02-21-2005, 07:20 AM
They're not buying anything. It's just a rearrange on brands. It's like VW did a few years ago when they transfer SEAT to Audi. Audi didnt bought Seat.<p>Here more information but its in spanish:<br><A HREF="http://elmundomotor.elmundo.es/elmundomotor/2005/02/16/empresas/1108573698.html" TARGET="_blank">http://elmundomotor.elmundo.es....html</A><p>And here in English: <A HREF="http://www.italiaspeed.com" TARGET="_blank">http://www.italiaspeed.com</A>/ the information its dated on 16/02/2005

dukedb9
02-22-2005, 12:54 PM
In regards to Fiat's overall strategy and the US - I'm not sure.<p> Fiat still has a terrible reputation here. <p> Fiat, Alfa and to a lesser extent all suffer from a perception that they don't really want and/or care about the American market - sort of "I'm here now; now I'm not." I'm not sure how many attempts there have been between them to either enter the US market or increase their share.<p> Which brings me to the next problem - cash. If they want to enter into the US market, they must realize that they have to be in it for the long haul - very long. IMO, it would take at least 5 to 7 years for people to warm up to the brands, provided their quality record is pristine during that period. This all takes cash. Lots of it. One can only speculate how much cash Hyundai has burned to establish their brand here.<p>And cash is one thing Fiat doesn't have.<p>At the very least, just bring over Alfa with Maseratti to the US and see what develops. Leave Fiat and Lancia out of it - no point.<br>

amg unit
02-22-2005, 03:26 PM
duznt fiat own ferrari?

summersun54
02-23-2005, 03:28 AM
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD><i>Quote, originally posted by <b>dukedb9</b> &raquo;</i></TD></TR><TR><TD CLASS="quote">In regards to Fiat's overall strategy and the US - I'm not sure.<p><br>At the very least, just bring over Alfa with Maseratti to the US and see what develops. Leave Fiat and Lancia out of it - no point.<br></TD></TR></TABLE><p>I think if they (FIAT) return to America it will be with Alfa.. They seemingly now have world-class product in the form of the premium platform and hopefully the quality to match the "premium" name...<p>They are most anxious to get Alfa into America and increase sales (and worldwide brand image) <IMG NAME="icon" SRC="http://www.germancarfans.com/images/forums/driver.gif" BORDER="0"> <p><BR><BR>
<i>Modified by summersun54 at 2:34 AM 2/23/2005</i>

Santeno
02-23-2005, 08:54 AM
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD><i>Quote, originally posted by <b>amg unit</b> &raquo;</i></TD></TR><TR><TD CLASS="quote">duznt fiat own ferrari?</TD></TR></TABLE><br>read the previous posts.