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Maserati was prominently featured in business news network CNBC's coverage of globally renowned Italian success stories related to the 2006 Torino Winter Olympics. Rightly terming Maserati "one of the world's most legendary automakers" CNBC noted that the Trident "has always stood for style and speed". Reporter Scott Wapner toured the factory to learn first hand about the company's "very powerful comeback", a possible model for other firms.
Among other things, Wapner learned that its unique elegance is "what makes Maserati such a great car." At the assembly line, the CNBC reporter was impressed by the innovation and modernity of "one of the most technologically advanced lines in the world" where "you won't find any robots; every car here is made entirely by hand." The benefit to quality, productivity, and the happiness of Maserati's skilled workforce was self-evident: this is a white hot manufacturing and commercial success.
Equally impressive has been Maserati's resurgence over the past few years. Speaking with Maserati CEO Karl-Heinz Kalbfell, Wapner was told of the comprehensive network of 275 dealers in 56 countries, with 40 percent of sales coming in the dynamic US market. Kalbfell was clear about Maserati's direction in America: continued success and growth. As the report concluded, "if you want transportation, buy a car; if you want passion, buy a Maserati."
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