Maserati SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 7436

SWOT Analysis of Maserati with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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 :

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


1. Limited product portfolio of Maserati cars in growing markets

2. Tough competition means limited market share


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


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 10 main 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.


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