Maserati SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 8993

SWOT analysis of Maserati analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Maserati SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Maserati to benchmark its business & performance as compared to the competitors and industry. Maserati is one of the leading brands in the automobiles sector. The table below also lists the top Maserati competitors and elaborates Maserati market segmentation, target group, positioning & Unique Selling Proposition (USP).

Maserati SWOT, Competitors, Marketing STP & Brand analysis Table
Maserati Brand Analysis
Parent Company



Sports Car, luxury cars



Tagline/ Slogan

Excellence through passion


Maserati is a unique blend of luxurious and sporty driving experience due to product innovations and expertise

Maserati STP

Luxury & Sports car for elite customers

Target Group

Targeted towards extremely affluent customers seeking ultimate luxury with sportiness


Maserati is positioned as a company which passionately manufacturers cars to provide a luxurious experience along with sporty thrill

Maserati SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Maserati. Strengths are:

1. Maserati has a great presence in motor sports and racing building a strong brand identity

2. One of the oldest car manufacturing companies which has constantly evolved to gain excellence

3. Diversified product portfolio of Maserati, providing the customers options to select from (GranTurismo, GranCabrio & Quattroporte)

4. Provides services like warranty assistance & financing

5. Authentic & reliable services of Maserati adds to its brand value

6. Brilliant styling & designing makes the company stand out


Here are the weaknesses in the Maserati SWOT Analysis:

1. Limited product portfolio of Maserati cars in growing markets

2. Tough competition means limited market share


Following are the Opportunities in Maserati SWOT Analysis:

1. Accommodating & expanding automobile market can be targeted by Maserati

2. Gain the early movers advantage in hybrid & concept car segments

3. Acquire newer customers by increasing market penetration

4. More inclination of affluent customers to purchase international brand


The threats in the SWOT Analysis of Maserati are as mentioned:

1. Maserati is perceived as a very costly brand which can lead to limited exposure to potential customers

2. Competition from other sports & luxury automobile company

3. Product innovations and frugal engineering by competitors

Maserati Competition

Below are the top 10 Maserati competitors:

1. BMW

2. Audi

3. Mercedes Benz

4. Ferrari

5. Jaguar

6. Aston Martin

7. Bentley

8. Lamborghini

9. Lexus

10. Porsche

The brandguide table above concludes the Maserati SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Maserati. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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