Eleven years at Maserati. First in Annecy, then in Geneva. From 2015 to 2026, Romain sold Maseratis during one of the most turbulent periods in the Italian automaker’s recent history. He experienced the years of euphoria, the drive to boost sales volume, the discounts, the arrival of electric vehicles… and then the crisis. Now that he’s left the brand, he recounts this decade from the inside to Yvan Jacob of Outrun Motor Company. And behind the sometimes juicy anecdotes lies, above all, a portrait of a legendary brand that seems to have lost some of its bearings.
From 50,000 cars to a brand in crisis
The Maserati paradox can be summed up in a few figures mentioned during the interview: approximately 50,000 cars sold in 2017, compared to just 11,000 the previous year, according to Yvan Jacob. A staggering drop that raises a simple question: How did a brand with such a rich history end up in this situation?
For Romain, these difficulties are nothing new. Maserati reportedly made a mistake by chasing sales volume and allowing a discount policy to take hold that was difficult to reconcile with its luxury positioning. He describes the process dealers go through: cars are allocated to dealers, paid for by them, and then must be sold. When several dealers simultaneously seek to recoup their cash, a price war ensues. A car listed at 180,000 euros may then end up being offered for 150,000, 140,000, or 130,000.
«The customer is the dealer.»
This is probably one of the most interesting criticisms from this former sales representative. According to him, Maserati has for too long considered the dealership to be its real customer, rather than the person who would ultimately drive the car. «Once the car arrives at the dealership, it’s no longer their problem,» he sums up during the conversation. The car is invoiced and paid for: as far as the manufacturer is concerned, the sale is already complete.
Added to this is another problem: the sharing of components. Romain and Yvan Jacob point out a rather cruel paradox. Maserati could install prestigious powertrains from the Ferrari world under the hood, while using controls in the cabin that came from much more mainstream models within the group (we know, for example, that there are components from the Fiat 500 and Alfa Romeo in the Maserati MC20). With a car costing six figures, it becomes difficult to get people to accept the details.
When the movie « Untouchables »helped sell Maseratis"
But the interview also explains why Maserati continues to fascinate. In particular, Romain offers a behind-the-scenes look at the launch of the Maserati Quattroporte in the movie « Untouchables«. According to his account, Maserati France lent the car to the production team without informing the parent company. Then the film became a phenomenon.”.
An unexpected outcome: after its release, the French inventory of the Maserati Quattroporte GTS reportedly sold out in just two weeks. This anecdote sums up almost the entire contradiction of Maserati: a brand capable of instantly sparking desire, but one that sometimes struggles to turn that emotion into a sustainable strategy.
Because after eleven years of selling the Trident, Romain remains convinced: you don’t really choose a Maserati using an Excel spreadsheet. When a customer asked him to give «good reasons» for buying one, his answer was simple: «It doesn’t work that way. » And that may be precisely what Maserati needs to rediscover: that touch of the irrational that once made people forget everything else.
English 
French 
Italian 
Spanish 
German 
Japanese 
Dutch
«A brand that knows how to instantly spark desire, but that sometimes struggles to translate that emotion into a sustainable strategy.» That is indeed the crux of the problem at Maserati. And also at Alfa Romeo and Abarth. And even, to a lesser extent, with Lancia. Let Filosa, together with Ficili, take this to heart. Furthermore, a good strategy is woven into the very fabric of the organization. Everything is interconnected. You see that again in this article—how a sales-focused approach can derail everything. Regularly recalibrating the strategy (once a year) and monitoring it very frequently is the key.
His explanation makes sense, but in my opinion, it’s only part of the problem. Using emotion to sell works (in fact, Alfa’s current ad for the Junior, which plays on that, is pretty laughable), but it’s not enough. You also need good products and good customer service 👌
It’s no surprise that the MC20 has Alfa Romeo parts—it was supposed to be a 6C. But Fiat 500 parts? That’s a bit of a letdown… You wouldn’t expect an Alpine to come with Clio switches…
Ferrari has certainly used Fiat parts, and even the Veyron uses a key from the Polo—but if they're hidden or basic components, like a button or a switch, I can still live with that.
At customer events at dealerships, I was able to ask Ferrari owners about it, and they generally like the MC20, but what bothers them is the exhaust note, which isn’t good, and also the interior. On the other hand, they love the interior of the GranTurismo. So if the MC20 had the GranTurismo’s more luxurious interior and a better-sounding exhaust (for example, like the recently launched titanium one), this supercar could have had a more successful run.
«Maserati could install prestigious engines from the Ferrari world under the hood, while using controls in the cabin that came from much more mainstream models within the group.»
I don’t really agree. Ferrari has long used FIAT components (right down to the key), and that’s never been a problem. The same goes for Lamborghini, and even the A110, which (inevitably) borrows a lot from Renault—or even Dacia. When a car is magical—when it really makes the buyer want it—the buyer couldn’t care less if the climate control knob or a window switch comes from another brand.
As for the anecdote about the movie *The Intouchables*, I can confirm that this Quattroporte really made an impression when the film came out. I remember that the appearance of this car made a big impression on a lot of people around me. It just goes to show that a little product placement in movies can really boost a brand’s image! And we’re only talking about a French movie here—imagine if it had been a major American production, for example, with a global reach.
His explanation makes sense, but to me, it’s mainly the end of Ferrari’s engine production that accounts for this decline; for a long time, Maseratis were considered cheaper Ferraris. In fact, we hear that Ferrari has expanded its lineup with models that would have made excellent Maseratis.
I have even more to contribute! Even the DACH region is asleep at the wheel and isn't doing anything! I can prove it.