Fiat Bets Maserati Can Replace Ferrari as Prestige Profit Driver

Fiat is spinning off Ferrari later this year, losing its top luxury brand. Chief Executive Officer Sergio Marchionne badly needs Maserati to fill the vacuum.

Ferrari’s power, prestige and profits have helped bankroll the more pedestrian Dodges, Jeeps, Fiats and Chryslers that account for most of Fiat Chrysler Automobiles NV’s revenue. Betting that Maserati can play a similar role, Marchionne is adding an SUV and coupe to the model lineup and opening plush U.S. dealerships from Westport, Connecticut, to San Jose, California.