If you type in Ferrari in the Amazon book section over 4200 books appear. Do the same for Maserati and the amount is 179.
This speaks volumes about these two iconic brands, both not far from each other outside of Bologna, Italy.
While Ferrari had a continuous history with really only two owners since their founding in 1948, Maserati changed owners many times and the brand image suffered as a result. Today Ferrari is undoubtedly a much stronger brand- but go back in time and there was a period when the best drivers of the world drove for Maserati (Stirling Moss, Fangio) and not Ferrari.
In the 1950s – the pinnacle of luxury GT cars was arguably Maserati and not Ferrari. A Maserati 5000 GT was more expensive than a Ferrari and costs even more than the exclusive Aston Martin at the time. Maserati cars in the 1950s were owned by heads of state (Shah of Iran), movies stars and anybody who was someone in society.
So for a period Maserati had it all. It had a glorious racing history, made some of the most beautiful road cars in the world and was a symbol of ultimate success. Nobody knows this better than Mr. Walter Baeumer.
A former photographer for Vogue, Elle and Playboy Magazine, Mr. Baeumer decided to set up International Research For Maserati in 2008. Today he is acknowledged as one of the leading experts of Maserati history and is the author of the book Maserati 300S (Dalton Watson Publishing).
He just released a new book called Maserati A6G 2000 Zagato. We sat down Mr. Walter Bauemer to discuss all things Maserati:
LME: Why did you specialize in the Maserati brand? What attracted you to this brand?
Baeumer: After my father passed away in 1972, I got his Lamborghini Miura SV and the Ferrari Daytona. My father was a car fan all his life and managed my uncle when he was a Mercedes GP Team driver in 1938-39. I grew up in a Gullwing 300 SL in the 50s – so cars were always a big issue in our family. I purchased my first Ferrari, a 512 BBi, in 1982. Later in the 90s I became a little tired about the Ferrari hype and was looking to an alternative – and came across the Maserati books of Richard Crump and Rob de la Rive box. I was hooked…..!
Maserati has long lived under the shadows of Ferrari. But in the 1960s Maserati was priced higher. Maserati was the pinnacle of luxury. What happened?
Baeumer: Yes, the 5000GT was the ultimate car for the “Happy Few”. The main problem for Maserati was that they did not change their development strategy from inline 6 to V8 or -even better a V12. This is what made them lose out to Ferrari in the end. If Maserati had made their own V12 for their GT-cars, the history of this great manufacturer would be different today. The inline 6 and the V8 were not very exotic at the time. In the USA, the main market for Maserati in the 60s, a V8 is a much common engine-specification. Even Taxis have this kind of engines in the US at that time.
Maserati has a rich racing history. Did that help or hurt the road cars?
Baeumer: Neither! In my opinion the major strategic mistake Maserati made based on their difficult financial situation, was to focus 100% on the luxury market and not on their racing heritage. Ferrari was always connected to racing. In some of their cars, like the 250 SWB, you clearly find racing genes. Maserati, from 1958 onwards, did not provide street “racers”. For a period of more than 50 years it seemed that Maserati completely ignored their great racing heritage, an image tool that always promoted the road cars from Ferrari.
Tell us about the Orsi brothers- the founders of Maserati.
Baeumer: The Orsis saved Maserati in the mid-30s when the ‘little Factory’ -which was at that time more or less a mid-size workshop- faced major financial problems. Without the funds from the Orsi-Industries such cars like the 8CTF would not have been possible. The introduction of the first GT-car from Maserati, the A6G-1500 was quite remarkable. Here the Orsis were on the right path to make a GT- a car that was later the base for the A6GCS “monofaro”. Unfortunately another financial crisis followed in the very early 50s and Maserati produced the much-loved A6GCS (2. series) that was also a financial success. But the Orsis never paid much attention to marketing and promotion. Here old man Enzo was much smarter and better.
What is your favorite model of Maserati? Why that model?
Baeumer: I was always a fan of the 300S and the A6G 2000 Zagato coupe. The 300S was in my opinion the most beautiful race car of he 1950s. From Ferrari only their 500TRC comes close. Ask Stirling Moss about the 300S and his answer is clear on that…! The 300S looks perfect from every (!) angle. Fantuzzi was a true genius. The lines of Zagato coupe are also very well balanced and when its 2-liter engine is well sorted the car goes very fast!
Do you think the fact that Maserati had many owners after the Orsi brothers (Like Citroen)- that has contributed to Maserati being a misunderstood brand, a brand that is not as highly appreciated as lets say Ferrari?
Baeumer: Clearly-yes! The fact that an Italian GT-sports car came with a braking system from Citroen -no matter how effective that was- damaged the image of the Maserati (Khamsin). And yes, De Tomaso saved Maserati with the notorious Biturbo cars – but these very bad cars (in the beginning) ruined the elite-image of the brand. It was the nail in the coffin for Maserati as far as the image was concerned. And the “Happy Few” who made the Ghibli a big success, turned their attention to other cars.
What do you think the brand ‘Maserati’ stood for the in 1950s, 1960’s What does the brand stand for today?
Baeumer: In the 50s Maserati stood for competition. They won the Formula 1 World Championship in 1957 and were very close to win the Sports Car World Championship. The 60s stood for a big success in the beginning with the 3500GT and at the end of that decade with the fantastic Ghibli. If only Maserati would have made the Ghibli with a V12 engine, their future might have looked different.
Today Maserati is a manufacturer of fast luxury GTs. But Maserati still stands in the shadow of Ferrari. Ever heard about a competition test between an Enzo and the MC12 in a car magazine? There will be never a Maserati in the same league of Ferrari when it comes to performance figures etc.! Also the build quality is not that good in a Maserati than in a Ferrari. Why has the new Quattroporte V6 not a V12 as an option for a special executive version? The car would sell very good in China, Russia and the USA. Maserati also ignores their great heritage.
Why should the upcoming mid-size sedan bear the name of one of the greatest 2-seater sport GT ever made – the Ghibli?
You were a fashion photographer and clearly loved beauty. Do you think this sense of beauty attracted you to Maserati?
Baeumer: The sense of beauty attracted me to many things: modern Art, architecture, archeology, classic and modern interior design. Cars were ‘only’ one of the many things I was attracted to. And yes Maserati fit in well in that respect. Same with most of the new sports cars. Today everybody can drive a Ferrari, Maserati, Lamborghini etc., etc.! The only thing he needs is – money! In the 50s, 60s, 70s, driving those cars were hard work. After 500km fast driving in a Countach LP400 you needed to rest it was so difficult. Today 500km in modern exotics is nothing – and that is good! Today not many modern cars catch my attention.
Is there a connection between photography and classic cars?
Baeumer: Depends on which era of fashion photography you mean. The 50s? Yes! The 60s? Yes! The 70s? Sometimes! The 80s? No! Today fashion photography is an industry. Photoshop rules photography today. Today only very few fashion shots do not bore me.
You have already written one book on Maserati. Can you give us a hint what the next book is about?
Baeumer: After the 300S-book my publisher Dalton Watson launched my new book about the A6G 2000 Zagato at Retromobile in Paris this year.
You grew up with a 300 Gullwing SL. What memories do have of this car? Was it already back then an Icon?
Baeumer: I was only 5 years old why my father purchased his 300SL. My mother hated the car due to the heat inside. I have a very vague memory when my father did a lap on the Nuerburgring with my mother and me. She was really shocked about the speed of the car as my father was able to drive it fast and hard.
What is the most memorable Maserati you have been able to sell or consign to a new owner?
Baeumer: I brokered a Maserati A6G 2000 Zagato to a customer who became a very good friend. He truly enjoys the car and drives it very often. The right owner for the right car!
Now I ask Walter Baumer to answer me spontaneously, one or the other or both!
- A Maserati A6G54 or a Ferrari 250 GTO? Ask my banker
- To photograph Campbell or Schiffer? L. Evangelista!
- A day withi A. Orsi or Enzo Ferrari? Enzo Ferrari!
- A modern or vintage Maserati? MC12!
- Lunch with Merkel or Schroder? Schröder
