The perils of being a premium car marque (Jaguar, Maserati and Alfa Romeo) #230

Dan Prosser and Andrew Frankel explore the struggles at Jaguar, Maserati and Alfa Romeo. The similarities between the three car makers are striking – all have great racing heritage, all have produced some of the most beautiful performance and luxury cars ever produced, all have enviable brand power and, having all pursued the premium mass market game, each one has suffered dire financial troubles in recent times. So where did they go wrong?

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