Pablo Herrera
Maserati México & Rolls-Royce Motor Cars Mexico
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Customization, Powertrain, Design Drive the Luxury Segment

By Antonio Gozain | Wed, 06/29/2022 - 12:30

Q: What is the near-term outlook for the Mexican luxury car market?

A: The Mexican luxury car segment is growing and users are increasingly becoming more demanding, forcing brands and their R&D teams to go further and create increasingly competitive, safer and efficient cars. These demands drive up vehicle prices, as we have seen in recent years. Unfortunately, the current challenges that the global supply chain is facing have created a greater demand than supply. Once the availability of units regularizes, we will get a real picture of the demand in the Mexican market.

Q: What are the main demands from luxury car buyers in Mexico and how have they changed over time?

A: The Mexican market is maturing and our product portfolios must offer a diverse set of motorization variations, depending on what the client is looking for. Maserati offers V8s, V6s and even four-cylinder hybrids. In addition, we are close to launching the first Maserati battery-electric vehicle (BEV). Motorization variants are crucial to compete in today’s market.

Luxury vehicles must offer the greatest capabilities in all aspects. Clients expect a powerful but ecological engine and for the vehicle to offer attractive in-vehicle equipment and dynamic interior and exterior design. These demands lead to more technology, more chips and computers required to manufacture a car. Regardless of whether it is a luxurious or a sportscar, we cannot sacrifice anything. For instance, Maserati’s MC20 offers a powerful engine, in-vehicle technology and an incredible design. Quattroporte, our flagship car, is a spacious, luxurious vehicle, with a powerful engine and great design. Current times demand a balanced proposal and Maserati offers just that.

Q: What role does Levante play within Maserati’s product portfolio?

A: The SUV market is growing. These vehicles are in high demand in Mexico and are taking over the sedan market to a certain extent, without replacing it. Levante has an interesting value proposition, offering everything that Maserati has. It has the DNA of the brand, with the iconic design line, distinctive grille, front trident and iconic headlights. Levante is available with a hybrid engine, V6 gasoline and an almost 600-horsepower engine in the Trofeo version. This SUV can satisfy the needs of the most demanding customers.

Q: What is the size of Maserati’s vehicle fleet in Mexico?

A: Maserati has been present in Mexico for about 10 years and Grupo Herrera has represented the brand for about half of that time. Formerly, Maserati was directed to a small niche, alongside sportscars and convertibles. While the Quattroporte was available, the brand had a different business model than it has today. The Maserati vehicle fleet in Mexico comprises about 500 vehicles, made up of different years, versions and models.

Q: What are the main challenges and opportunities of selling luxury vehicles in the Mexican context?

A: There are certain barriers for customers to acquire a luxury vehicle in Mexico, regardless of the brand. However, the market is constantly growing. All portfolios of all versions are available in Mexico.

The Mexican market is aware of the problems that the country is going through and customers make their purchases according to their needs, such as how they use each car. Maserati’s vehicles are for daily use; they are not weekend cars; our customers use them every day. We notice this when customers return for maintenance services.

Q: How important is customization for the luxury car segment and how do Maserati and Rolls-Royce address this demand?

A: Trofeo units are selling well. Maserati has a program called Fuoriserie to configure vehicles to meet the most demanding tastes regarding paint colors, exterior finishes, wheels, equipment, trims, interiors, leather, different types of wood and wood finishes, among others.

Rolls-Royce has always been focused on customization, offering bespoke vehicles. The point is to offer unique cars that meet all expectations. This year, the brand is launching the BEV Spectre, as Rolls-Royce will be all-electric by 2030.

Q: How is Maserati adapting to electrification trends?

A: Maserati’s portfolio includes two hybrid-electric versions (HEV): Levante and Ghibli. In addition, the brand introduced Folgore, our new electrification program. This year, Maserati presented the midsize SUV Grecale in its BEV version. Later, the brand will revive the iconic Gran Turismo, which will come in a fully-electric version with a powerful engine, in-vehicle technology and brilliant design.

Q: What sales strategies has Grupo Herrera implemented at its showrooms in Mexico?

A: We have three Maserati showrooms: in Mexico City, Guadalajara and Monterrey. The sales strategy is to be very user-friendly. Customers can find all the information on each Maserati vehicle on our digital communication platforms. We have good strategies to serve other markets close to the physical showrooms and we deliver nationwide because Maserati has clients all over the country. In addition, the brand offers aftersales service at home for customers who do not want to travel to our maintenance centers.

This year, Maserati will open a fourth showroom in Queretaro. With all the latest technological systems and digital support, the showroom will serve different markets in Mexico, meeting the needs of all customers in the country. We are implementing an e-commerce platform that will provide online quotes, pre-authorizations from our financing branch and everything the customer needs to buy a car, including digital tools to configure the vehicle.

Q: What role does aftersales service play within Maserati México’s overall strategy?

A: The three showrooms have a maintenance center authorized by Maserati. We take care of our clients, whom we call ambassadors. It is essential that our entire team knows the importance of customer satisfaction; we want them to be happy with their purchase. Maserati México focuses on staff training and our technicians have all the certifications required by the brand.

Q: How has Maserati México performed in sales during 1H22 and what are the expectations for the year?

A: It has been a good year for Maserati in Mexico. We just introduced the Levante and Ghibli HEV versions and customers are responding well. In 1H22, we doubled sales compared to 1H21. By 4Q22, we will have the Grecale BEV in Mexico, which has already attracted our customers' attention. With our current portfolio, we expect to double sales in 2022 compared to 2021.


Maserati is an Italian luxury automaker established in 1914 and now owned by Stellantis. In Mexico, Maserati and other brands, such as Rolls-Royce, are represented and distributed by Grupo Herrera.

Antonio Gozain Antonio Gozain Journalist and Industry Analyst