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Maserati SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: February 25, 2024Read time:

Here is a detailed SWOT analysis of Maserati covering strengths, weaknesses, opportunities and threats.

Maserati Strengths

  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

Above are the strengths in the SWOT Analysis of Maserati. The strengths of Maserati looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Maserati Weaknesses

  1. Limited product portfolio of Maserati cars in growing markets
  2. Tough competition means limited market share

These were the weaknesses in the Maserati SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Maserati Opportunities

  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

Above we covered the opportunities in Maserati SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Maserati Threats

  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

The threats in the SWOT Analysis of Maserati are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Maserati SWOT analysis.

About Maserati

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Maserati Overview
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 Market

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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