To fans of Maserati, the resurgence of the iconic Italian brand in recent years is, like the new models, pretty breathtaking. The increasing sales, development and planned expansion of Maserati Cardiff seem to confirm what Maserati already know – the Welsh love Maserati. City Life talks to Lyn Evans, Maserati’s General Manager in Cardiff.
How long have you worked at Maserati?
Since April 1st this year, the date that Motorline took over the business.
Have you always worked in the car industry?
I have been in the industry for over 20 years now, mainly prestige – many years with Audi and Lexus, but nothing quite as high end as Maserati.
Please tell us a little about the Maserati marque?
The luxury marque was founded in 1914 in Bologna by Alfieri Maserati and two of his brothers. At first they devoted themselves to the construction of racing cars, then to sports cars and small series grantourers and, subsequently, to those of large series. Following last year’s 100th anniversary celebrations, Maserati is looking to its future, with the firm promise that the next 100 years will be ‘The Absolute Opposite of Ordinary’. Among other ambitious developments, Maserati is looking to introduce the brand-new Levante SUV in the UK in 2016 and the stunning Alfieri 2+2 coupe in 2017.
What do you think the Maserati brand stands for? What are its core values?
Our recent brand mission statement sums up the company’s aspirations: ‘Build ultra-luxury performance automobiles with timeless Italian style, accommodating bespoke interiors, and effortless, signature sounding power’. Maserati is, we believe, the Grand Tourer brand. After the introduction of the A6 Pininfarina back in 1947 (affectionately known as the GranTurismo), Maserati has developed cars with the same ethos – performance orientated, elegant, practical and luxurious.
What type of person buys a Maserati?
It’s difficult to define as our customer base is quite diverse. It is fair to say that historically, Maserati has generally attracted clients who were business owners or entrepreneurs. With the introduction of Ghibli, we have seen a new generation of clients heralding from the world of corporate business as Directors or Senior Managers. However, attitudinally, they all share similar traits – they tend to be cultured, well-educated and happy to stand out from the crowd, appreciating the exclusivity and under-stated nature of the Maserati brand.
Is a Maserati affordable? What are the running costs?
The introduction of the Ghibli, Maserati’s mid-size four-door luxury sports saloon, has made Maserati’s perfect combination of design, sports performance and comfort more accessible than ever, with an on-the-road price starting from £49,160 or £445 per month plus VAT. The diesel option is powered by a 3.0 litre V6 turbo-diesel and delivers an economical 47.9 MPG, helping to keep running costs down.
What sets Maserati apart?
Maserati has long and glorious heritage. For over 100 years, it has played a consistently important role in the history of sports car culture and its development. Maserati has also continued to lead the way in automotive fashion; with unique cars, elegant yet sporty, always with highly personal, distinctive lines. This has resulted in Maserati being one of the most evocative names in automotive history.
What do you enjoy about your role?
It is a very exciting brand to be involved with – the customers are successful people who are really interesting and every day is different. When we have provided an amazing experience whilst supplying their cars it gives us a huge sense of achievement.
Do you own a Maserati?
Unfortunately not, but of course working for the brand I do get to drive them often and enjoy being around them almost every day.
Which is your favourite model?
I have to say I love them all but, if I had to choose a favourite, I think it would be the GranTurismo.
What are your plans for the future?
We have a big refurbishment starting at the end of October that will be complete by the end of the year. It’ll be fantastic. It will give us the platform to keep up the level of service our customers require and help us keep marketing the brand right through Wales.
Motorline Maserati Cardiff
291 Penarth Road, Cardiff CF11 8TT
029 2066 6472