If you’ve ever browsed a luxury car dealership, you may have noticed the attractive prices on some Maserati models. Compared to other high-end European brands like Mercedes-Benz, BMW and Audi, Maseratis seem surprisingly affordable.

But why exactly are Maseratis so much cheaper than other luxury cars? In short, it comes down to Maserati’s positioning in the market, their target demographics, and their manufacturing approaches. Keep reading as we take a deep dive into the reasons behind Maserati’s affordable pricing.

Maserati occupies an interesting space in the luxury car market, appealing to buyers who want prestige and performance without the highest price tags. Their lower prices compared to top German brands are largely due to their smaller production volumes, less advanced technology, and use of mass-market components.

Maserati’s Brand Positioning and Target Market

When it comes to luxury car brands, Maserati has always been known for its exquisite design, powerful performance, and Italian craftsmanship. However, in recent years, there has been a shift in Maserati’s brand positioning, making their vehicles more affordable and accessible to a wider market.

Maserati Aims for Attainable Luxury

Maserati recognizes that not everyone can afford a six-figure luxury car, and they have adjusted their strategy to cater to a more attainable luxury market. By offering lower-priced models, Maserati has made it possible for a larger number of consumers to experience the thrill and prestige of owning a luxury vehicle.

This shift in brand positioning has allowed Maserati to compete with other luxury brands like BMW and Mercedes-Benz, which also offer more affordable options in their lineup. Maserati’s goal is to provide customers with a taste of luxury without breaking the bank, making their vehicles an enticing choice for those looking for a balance between high-end features and a more reasonable price tag.

Focus on Style and Performance Over Tech

Unlike some of its competitors, Maserati has chosen to prioritize style and performance over technology in their vehicles. While other luxury car brands may focus on incorporating the latest tech gadgets and advanced driver assistance systems, Maserati has stayed true to its roots by emphasizing the timeless elegance of their designs and the exhilarating driving experience.

By focusing on style and performance, Maserati appeals to car enthusiasts who appreciate the art of driving and the emotional connection that comes with owning a luxury car. Maserati vehicles are known for their distinctive Italian design, with sleek lines and bold curves that turn heads wherever they go.

The powerful engines and precise handling further enhance the driving experience and add to the brand’s allure.

Targeting Aspiring Luxury Buyers

Maserati has identified a specific target market of aspiring luxury buyers who want to elevate their status and stand out from the crowd. These buyers are typically younger professionals who have achieved a certain level of success and are looking to reward themselves with a luxury vehicle that reflects their taste and ambition.

By positioning themselves as a more affordable luxury brand, Maserati appeals to this target market by offering a level of exclusivity and prestige that is often associated with more expensive luxury cars.

Maserati’s marketing campaigns and brand messaging are tailored to resonate with these aspiring luxury buyers, highlighting the unique features and benefits of owning a Maserati.

Lower Production Volumes Than Rivals

One of the key reasons why Maseratis are relatively cheap compared to their luxury brand rivals is their lower production volumes. Unlike some of the larger luxury car manufacturers, Maserati produces a limited number of vehicles each year.

This limited production helps to maintain the exclusivity of the brand, but it also means that there are fewer cars available on the market.

Limited Model Lineup

Maserati has a much smaller model lineup compared to other luxury car brands. While brands like BMW, Mercedes-Benz, and Audi offer a wide range of models across various segments, Maserati focuses primarily on high-performance luxury cars and SUVs.

The limited number of models means that Maserati doesn’t have the same economies of scale as its competitors, which can drive up the cost of production. This, in turn, can make the brand more affordable for consumers.

Much Smaller Sales Than German Brands

When it comes to sales volume, Maserati lags behind its German luxury brand rivals. Brands like BMW, Mercedes-Benz, and Audi have a much larger customer base and sell significantly more vehicles each year.

This higher sales volume allows German brands to spread their production costs over a larger number of units, reducing the cost per vehicle. Maserati, on the other hand, has a smaller customer base and sells fewer cars, which can contribute to their lower prices.

According to recent statistics, Maserati sold approximately X number of vehicles worldwide in 2020, while BMW sold X number of vehicles and Mercedes-Benz sold X number of vehicles. This significant difference in sales volume can have an impact on the affordability of Maserati cars.

It’s important to note that while Maseratis may be cheaper compared to some of their luxury brand rivals, they still offer a high level of luxury, performance, and craftsmanship. The brand has a rich history and is known for its Italian heritage and design.

Whether you’re looking for a stylish sedan or a powerful SUV, Maserati provides a unique and exclusive driving experience.

For more information about Maserati’s production volumes and sales data, you can visit the official Maserati website at www.maserati.com or refer to industry reports from reputable automotive websites such as Car and Driver or Motor Trend.

Less Advanced Technology and Components

One of the reasons why Maseratis are relatively more affordable compared to other luxury car brands is that they often lack the high-end technology found in German luxury cars. German automakers like BMW and Mercedes-Benz invest heavily in research and development to introduce cutting-edge technology in their vehicles.

This includes advanced driver-assistance systems, state-of-the-art infotainment systems, and innovative safety features. While Maserati does offer some of these features, they may not be as advanced or sophisticated as those found in their German counterparts.

Lacking High-End Tech of German Brands

German luxury car brands are known for their technological innovations, and this is reflected in the higher price tag of their vehicles. BMW, for example, has been at the forefront of introducing advanced features like gesture control, self-parking technology, and advanced connectivity options.

Mercedes-Benz has also made significant strides in autonomous driving technology with their Drive Pilot system. These advancements come at a cost, making German luxury cars more expensive than Maseratis.

It is important to note that while Maseratis may not have the most advanced technology, they still offer a luxurious driving experience with features like high-quality leather interiors, premium audio systems, and comfortable seating.

Sharing Components With Mainstream Brands

Another reason why Maseratis are relatively more affordable is that they often share components with mainstream brands within their parent company. Maserati is part of the Fiat Chrysler Automobiles (FCA) group, which also includes brands like Jeep, Dodge, and Alfa Romeo.

By sharing components and platforms with these mainstream brands, Maserati can reduce costs and offer more affordable luxury vehicles.

Sharing components with mainstream brands does not necessarily mean a compromise in quality or performance. In fact, it allows Maserati to tap into the extensive research and development resources of the FCA group, ensuring that their vehicles still meet high standards of performance and reliability.

It’s worth noting that while Maserati may share components with mainstream brands, they still maintain their distinct design and luxurious features that set them apart in the market.

More Affordable Manufacturing Operations

One of the reasons why Maseratis are relatively inexpensive compared to other luxury brands is due to their more affordable manufacturing operations. These operations allow the company to keep costs down and offer their vehicles at a more accessible price point.

Lower Labor Costs

Maserati benefits from lower labor costs compared to some of its competitors. The company has strategically chosen manufacturing locations where labor costs are lower, allowing them to produce vehicles at a more affordable price.

This is possible through the selection of regions with lower wage rates or by implementing efficient production processes that require fewer labor hours.

By reducing labor costs, Maserati can allocate more resources towards other aspects of vehicle production, such as quality control, research and development, and innovative design features. This ultimately translates to a more affordable luxury brand for consumers.

Outsourcing and Partnerships

Maserati also utilizes outsourcing and partnerships to further reduce manufacturing costs. By collaborating with external suppliers and manufacturers, the company can access specialized expertise and production capabilities without the need for significant investments in infrastructure or equipment.

Outsourcing certain components or production processes allows Maserati to focus on its core competencies and streamline operations. This not only helps to reduce costs but also enhances efficiency and quality control measures, ensuring that customers receive a high-quality product at a competitive price.

Additionally, partnerships with other automotive companies enable Maserati to leverage shared resources and technologies, further reducing production costs. By working together with trusted partners, Maserati can take advantage of economies of scale and benefit from shared research and development efforts, leading to more cost-effective manufacturing operations.

It’s important to note that while Maseratis may be more affordable compared to some luxury brands, they still maintain their reputation for quality and craftsmanship. The brand’s commitment to providing a luxurious driving experience remains unwavering, even at a more accessible price point.

For more information on Maserati’s manufacturing operations and cost-saving strategies, you can visit their official website here.


In the end, Maserati’s lower pricing comes down to strategic decisions to appeal to buyers seeking an attainable prestige brand. While a Maserati may lack some of the advanced engineering and luxury features of a top-tier German car, its seductive Italian styling and spirited driving dynamics offer an emotional, passionate experience at a more accessible price point.

For buyers who want a taste of the exotic luxury lifestyle without breaking the bank, Maserati hits a sweet spot.

So the next time you see a new Maserati with an eye-catching price, remember there are good reasons this Italian brand comes at a discount compared to its elite German rivals. Maserati offers buyers a unique formula of prestige, performance and relative affordability in the luxury market.

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