The Italian la dolce vita style - a symbol of sophistication, the pursuit of carefree living, and savouring every moment - continues to captivate hearts worldwide. For some, it represents a dream tied to traveling to Italy, while for others, it is about bringing this atmosphere into their daily lives. However, thanks to modern technology and the development of transportation networks, experiencing the essence of la dolce vita has become possible without leaving one’s country. One of the most iconic symbols of this elegance and luxury is the legendary Maserati brand.
Maserati is not just a car; it is a masterpiece that embodies Italian passion, power, and refinement. Every detail of the vehicle, from its signature roaring engine to the sleek lines of its design, resonates with the spirit of Italy.
This brand is the epitome of harmony between innovation and tradition. It combines cutting-edge technology, unparalleled performance, and distinctive design that seamlessly fits both the bustling avenues and the historic streets of Baku. On the roads of Azerbaijan, Maserati is more than just a car—it is a symbol of status and elegance.
In an exclusive interview with Report, Philippe Claverol, Head of the Maserati Overseas Region, shared insights into how this legendary brand helped its owners become part of a story where luxury, style, and the traditions of Italian automotive craftsmanship merged into a unique experience. He also discussed the company’s strategies, the integration of modern technologies, and the approaches to meeting the demands of the most discerning customers.
Additionally, Philippe Claverol elaborated on the importance of the Azerbaijani market and much more, showcasing why Maserati was the perfect choice for connoisseurs of Italian la dolce vita.
- How do you evaluate the potential of Azerbaijan automotive market for the Maserati brand given the growing interest in premium cars in the region?
- Let’s go back to the basics. Azerbaijan is a wealthy country with significant growth. We are a successful company, and it’s only natural for us to be in this market. What makes this market even more interesting is the government’s strong promotion of electric vehicles. This aligns well with our strategy because, as Maserati, we have chosen to maintain our petrol engines, including the renowned V6 Nettuno, which is incredibly powerful, while also developing the Folgore versions - our fully electric models, such as the GranCabrio and GranTurismo.
For us, being in a country where the government supports electric vehicles by lowering taxes is crucial. This policy enhances the appeal of the market, in addition to the fact that Azerbaijan is a developed and affluent market, making it a natural fit for our growth strategy.
- How does Maserati tailor its marketing strategies to the unique characteristics of the Azerbaijani market? How do you incorporate customer preferences into these strategies?
- The way we address customer needs at Maserati is both simple and complex. As a luxury brand, we offer a range of vehicles tailored to different preferences. For instance, we have an SUV- the Grecale - which is very popular in Azerbaijan, where SUVs are increasingly in demand. Sedans, on the other hand, are seeing a decline.
In addition, we offer sports cars like the GranTurismo, GranCabrio, and the MC20. We also adapt to our customers' preferences through our Fuoriserie program. This program allows customers to choose from our standard options, such as interior leather in black, red, or brown, as well as a variety of exterior colors. Alternatively, for those seeking something truly unique, we offer a fully tailored experience. Customers can request a specific color, and we will create it for them.
Of course, this level of customization comes at a higher price. However, this is how we meet diverse customer needs. All our cars, apart from the MC20, which is a true sports car, are 4x4, fully automatic, and equipped with an 8-speed transmission and the latest technology. So, we already provide everything our customers expect—and even more. For those who want something even more personalized, we offer the option to create a car tailored to their exact specifications.
- In your opinion, how will the growth of the electric vehicle market influence the sales of premium cars worldwide?
-The trend we observe is that electric cars are developing, perhaps not as quickly as we initially expected. However, luxury buyers predominantly reside in big cities, where the need for electric vehicles is more apparent due to concerns like pollution.
Because the luxury buyers are less sensitive, let's say, to the prices, we see that this market will be probably one of the first to grow. So it is, I think we are very positive and optimistic. Obviously we see that some, I would say traditional car lovers, they still prefer to have the engine, the sound of the engine.
But what we start to see is that the younger generation, and you know, we have an increasing number of very wealthy young customers, people that are in tech industries, in digital, maybe bitcoin's millionaires as well, they are more open to electric. So we are quite positive and we think that it will grow quite fast. In fact, we see the electric car market developing in two different axes - the very expensive cars and the very cheap cars. Okay, so these are two things.
I think we already see first, the first trend that we see is that electric cars are developing maybe not as fast as we were expecting, but we know that luxury buyers mainly live in big cities. And in big cities, this is where you feel the need to drive an electric car because of pollution and so on.
- And what about their quality?
- Speaking of quality, as far as Maserati is concerned, we need to provide the same quality to our customers, whether it’s with an electric engine, a V6, or a 2-liter turbo. This is our standard. So the quality of the car is exactly the same, but also the performance of the car is the same.
For example, take the GranTurismo or the Grecale electric model. They deliver the same level of performance as their petrol counterparts. Even if you take them to a circuit or a track and push them to the limit, you’ll find that they perform like true sports cars.
We make no compromises in this regard. It can be electric, it can be petrol, but it has to be a true Maserati. There is simply no room for compromise on quality.
It also explains why we partnered with Grand Automotive in Azerbaijan. Our customers want the best experience when they buy the car here, but also for after sales and for long term. And that's why it is super important for us to make no compromise on this.
So, let's take a very simple example. If you take the Gran Turismo or the grey Calais electric, you have the same level of performance with the one working on petrol. And if you even take them on a circuit on a track, you will drive them to the limit and you will see that they behave really like true sports cars.
- Do you see the potential for development of electric vehicle infrastructure in Azerbaijan? And what steps is Maserati taking to promote its electric models in the region?
- When it comes to infrastructure, that is really more up to the government, so I cannot speak to it directly. However, what I can tell you is that when you purchase our electric car, you have the option to buy the Maserati Wall Box to install at home, which ensures convenient charging.
The specific measures that we take is that we cater to a group of wealthy people, rather small group. Our focus is on addressing the needs of this community and targeting the right audience. Some people may not be able to afford a Maserati, while others who can afford it may choose to invest their money elsewhere.
Our strategy is to engage in targeted marketing, focusing on the right group of individuals. We aim to build a strong community by offering our customers unique and memorable experiences. This creates a ripple effect, as satisfied customers share their enjoyment with their friends, highlighting the joy of owning and driving a Maserati. This approach helps us grow our business organically.
At the end of the day, when you buy your Maserati, you have Italian luxury and you have what we call allegria. It’s a uniquely Italian concept: a zest for life, a sense of joy, and a passion for living. Driving a Maserati brings this allegria to life, and our strategy is to share this feeling step by step with a growing community of people who can truly understand and appreciate it.
- What factors contribute to the successful growth of the Maserati brand in Azerbaijan and the region you oversee? How does Maserati plan to remain competitive in the local market?
- As I mentioned, and this is crucial, Maserati is not a volume brand. For us, the key question is how do we deliver the luxury experience our customers want and deserve? This extends through the product itself, the purchasing experience, and the daily life of owning a Maserati.
To do that, there are the products, we know them, we have to communicate, make people test drive the product. For when it comes to sales and discovering the brand, we have this brand new showroom, that is showroom and dealership that is meeting the new generation free standards, new generation standards of Maserati. So we have the best of Maserati and then there is the life with your car and this.
And that's why our partner in Baku is very important. It is about providing a loaner car. When you bring your car to service, we can provide you a loaner, so that you don't have to go back home by taxi. You have the car from here, the same. And this is really how we address the market, how we cater to customer needs.
It's not really different from what we do in other markets because as I said, we cater to a smaller group of people. And what we observe throughout the world is that I would say wealthy people, people interested in looking for luxurious car and so on, have the same needs throughout the world. They are not so different.
Maybe the language is different, but at the end of the day they look for the same thing. So, it is very important for us to bring this unique Maserati experience tailored to the laws, regulations and so on.
You don't adapt this, you know, you don't make it, you don't change the color to talk to Americans, Chinese or other customers. It is how it is. And this is what people love. So it's a bit of like this with our cars. We need to bring them the best of Italy, the best of Italian luxury and obviously adapt in terms of experience. And I think now in Baku we have a very good, very good offer.
- And my last question, could you share how many Maserati cars have been sold in Azerbaijan so far and what sales targets you aim to achieve in the near future? And initially, could you provide insights into Maserati's global sales performance in 2024 and the company's goals for 2025?
- We don’t share sales figures for a very simple reason: as I mentioned, we are not in the volume business. Unlike some brands that highlight selling millions of cars, that’s not our focus. Currently, Maserati is undergoing a major transition, as we’ve completely renewed our range of cars.
The MC20 was launched just four years ago, the Grecale two years ago, and the GranTurismo and GranCabrio only last year. We’re continuing to introduce and develop these new models while simultaneously restructuring our network. For instance, here in Baku, we’ve partnered with a new distributor over the past year, and we’re also introducing electric cars as part of our transformation.
We are in a transition phase, working diligently to establish and develop Maserati as a true luxury brand—an embodiment of Italian luxury.
In terms of sales volume, I can’t provide exact figures, but we’ve sold several dozen cars in Baku over the years, with significant growth compared to last year. We have an internal plan guiding our progress. However, what’s most important to us is sustainable growth and building a profitable business that ensures an exceptional experience for our customers.
Delighting our customers and business partners is our top priority. This is how we will grow the business—by enhancing Maserati’s reputation and attracting more people to discover and appreciate the unique Italian luxury we offer.