Think popcorn, think movies, vanilla is plain - what flashes across your mind when you hear the name Maserati? Perhaps some old timers will remember their race machines, but a likely image is of a curvy Italian GT, rare and exotic, with a great sounding engine.
Words such as 'long wheelbase', 'China', 'mass production' and 'big volumes' probably don't figure. For a BMW or Audi, perhaps, but surely not when it comes to Maserati.
But that's the path Maserati is heading down. No, the Fiat-owned brand isn't selling its soul, and the flair's still there, but in this day and age, everyone's got to survive. And you don't survive by selling a few thousand units a year, no matter how much you want to 'keep it real'.
In 2012, Maserati shifted 6,300 units. By 2015, it aims to do 50,000 units a year. And this seemingly outrageous transformation plan from boutique carmaker to credible rival of mainstream premium German brands is underpinned by this all-new Maserati Quattroporte. The 'four-door' will be assisted by the smaller Ghibli and upcoming Levante SUV, but we'll focus on the limo for now.
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