Maserati Ghibli buyers prefer personalisation, says boss

Maserati Ghibli buyers to chose personalisation over mainstream brands

Sales chief believes massive personalisation of new Ghibli is the key to stealing sales from BMW’s 5-series

Maserati Ghibli buyers will be lured away from more mainstream brands by the opportunity to choose more elaborate personal specifications, according to the firm’s UK sales and marketing boss Peter Denton.

The top-end BMW 5-series and Mercedes E-class rival, the Ghibli, is charged with delivering a substantial amount of Maserati’s goal to quintuple annual sales to 50,000 cars a year worldwide. It goes on the sale in the UK in November from £48,830.

“The basic spec of the Ghibli is higher than the German opposition’s, but what will really stand out is the opportunity to personalise it,” said Denton. “It is quite a big process, and we are working with dealers to ensure that customers get all the guidance they want: speccing a car of this quality must be a premium experience.

“We’re in the fortunate position of being able to take a bespoke design from order to delivery in 12 weeks, so there is no pressure on our customers to buy from stock. They can have what they want in a very short period of time, and we will offer a very wide range of colours, trims, finishes and so on – there is an incredible range of equipment to choose from.”

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