Maserati joins the big leagues with new Manhattan showroom


Maserati of Manhattan rendering courtesy CAI ArchitectureMaserati of Manhattan rendering courtesy CAI Architecture

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Maserati will join a host of other major makes in the luxury segment by having a North American flagship showroom along Midtown Manhattan’s burgeoning automotive row.

Maserati’s new showroom will be located at 639 Eleventh Avenue (at the intersection of West 47th Street in the Hell’s Kitchen neighborhood), which puts it only a few blocks away from flagship showrooms for Mercedes-Benz, BMW, Lexus, and Porsche, among others.

The showroom will be housed within a 5-story, 35,000-square foot site. It will boast a terrace on its roof, high ceilings, and plenty of glass walls. It’s not clear if Maserati will service its vehicles on site or if that will be done at a separate location.

Currently, the automaker’s sole Manhattan outlet is a small showroom in SoHo.

Renderings indicate a simple, elegant showroom for the brand, which is Fiat Chrysler Automobile’s [NYSE:FCAU] flagship brand now that Ferrari [NYSE:RACE] has been sold.

The showroom will be operated by BNF Automotive Group, which also owns Jaguar Land Rover of Manhattan, among other properties close to where the Maserati showroom is being set up.

The new showroom comes as FCA pushes Maserati into the mainstream with its new $72,000 Levante, the automaker’s first-ever SUV.


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