[Interview] "'18% Repurchase Rate' Maserati Recognized in High-Performance Car Market"

Interview with Han Wonseok, Maserati Busan Branch Manager

[Asia Economy Reporter Kim Ji-hee] "It is worth noting that Maserati, which is not a mainstream brand, has a repurchase rate of 18%."

Han Won-seok, head of Maserati Busan branch, said in an interview at the Maserati Busan showroom in Jung-dong, Haeundae-gu, Busan on the 29th of last month, "Most repurchases occur within the three major German automakers. However, the fact that customers repurchase Maserati vehicles priced over 100 million KRW means that customer responses are very positive."

Maserati has sold approximately 3,195 units in the domestic market over about two and a half years from 2018 to this year. During this period, the repurchase rate compared to total sales more than doubled from 8.6% in 2018 to 18% this year. Considering that, unlike general brands with various product lineups, Maserati currently sells only three models?Levante, Ghibli, and Quattroporte?this is a more meaningful achievement.

Regarding the increasing loyalty of domestic customers, Han said, "Looking at German car brands like Mercedes-Benz and BMW introducing high-performance models even in small car segments, the demand for high-performance cars is rising. Maserati is recognized as a brand based on high performance, starting with a basic output of 350 horsepower."

Han also noted that alongside the rising repurchase rate, the age range of Maserati customers has been increasing recently. He explained, "Although the 40s still account for the highest purchase proportion numerically, the share of customers in their 50s to 70s is increasing. The fact that Maserati is being chosen by a wider range of age groups means the brand has become more familiar."

Maserati is planning to launch new cars in the domestic market starting in the second half of this year. Beginning with the supercar model MC20, the baby Levante is also expected next year. Han emphasized, "From the end of this year through 2022, we will introduce a large number of new cars and are also preparing electric vehicles. This is a period when Maserati is advancing as a supercar brand."

The Maserati Busan showroom moved to Haeundae, where many imported car showrooms are concentrated, in March last year, six years after opening. According to Han, customers have increased by more than 20% since the relocation. He said, "In the Busan area, Mercedes-Benz has a high share among German car brands, but the atmosphere has changed centered around Haeundae. Through active test drives, we are allowing customers to experience Maserati’s beauty and Italian sensibility with all their senses."