Would you share your sales target and trend of it?
For sure, it's going to be significant growth compared with last year. For next year, the number will be more than 10,000 just for the SUV. The trend is extremely positive. When we compare our numbers for the first quarter of 2016 with those in 2015, we feel quite positive and confident.
How many cars did you sell in China last year? What do you think drives the growth?
The 2015 total volume was 8,600. The economy was slowing down. So, we used the chance to reinforce our dealer network and to improve preparations because today a new SUV is coming and the local operations need to be strengthened.
Who are your typical Chinese customers?
They are young, very passionate. Talking about the Ghibli sedan, I think the average age is 30, and we have approximately 40 percent female customers. The numbers for the Quattroporte sports sedan are not far away from this. The average age is a little bit higher at about 33 or 34 and still with a significant percentage of women.
The average mileage of a Chinese car compared with a European counterpart is much higher. This is usually because of the way the car is used. The customers here use it for business and they also like showing it off. It is not like a toy, it is more like a suit.
What are your typical customers in Europe and the U.S. like?
Totally different. Typical customers in the old markets like Western Europe, the United States and Canada are male over 55, accounting for more than 80 percent.
What causes such a huge difference?
Due to the structure of society. The majority of our Chinese customers are hard-working entrepreneurs. Despite working hard, they have very distinctive approach to many things. They are individuals with a strong taste and a clear opinion. They prefer to buy a tailor-made suit instead of wearing a uniform.
What are the challenges and opportunities in the Chinese market?
The competition is fierce all over the globe. We do not want to and we will not participate in the race about volumes for various reasons. More and more customers consider Maserati as an alternative among premium brands. I think we will see more reactions from them.
I think the biggest commercial opportunity that Maserati has ever created is Levante. If you look globally to the luxury car market, there are slightly more than 1 million units, of which over 50 percent are SUVs. The gravity of the sales region includes China, Singapore, Japan and South Korea.
What's an effective leadership especially when engaging in business in China?
The most important point is to create a great team. You do not lead by micromanagement but by shared objectives and tasks.
You have to listen, you have to consider that the world is evolving so quickly and you need to be sufficiently open-minded to understand and to accept that things here are totally different.
So how do you work with an international team?
Through a core team which I can work. This is something I have changed. I firmly believe it's good to have a mix of people. By far, it's dominated by local people.
What cars do you drive?
I drive based on my job. Maserati, Alfa Romeo and others. If you don't know your competition, you don't know what you are doing.
CV
Age: 58
Career:
2011 onwards: Member of the group executive council of Fiat Chrysler Automobiles NV
2010 onwards: CEO of Alfa Romeo Automobiles
2008 onwards: CEO of Maserati SpA
2007 onwards: CTO for Fiat Group
2004: CTO of Fiat Group Automobiles NV
Education:
Master's degree in mechanical engineering at Braunschweig University
