Maserati SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

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. As of 2020, Maserati is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Maserati competitors and includes Maserati target market, segmentation, positioning & Unique Selling Proposition (USP).

Maserati SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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
Maserati Segmentation

Luxury & Sports car for elite customers

Maserati Target Market

Targeted towards extremely affluent customers seeking ultimate luxury with sportiness

Maserati Positioning

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

Maserati SWOT Analysis
Maserati Strengths

Below are the Strengths in the SWOT Analysis of Maserati:

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

Maserati Weaknesses

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

Maserati Opportunities

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

Maserati Threats

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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