I think non-Maserati folks and journalist don’t understand the brand. It is the anti-thesis of a Ferrari or Porsche. Although it is closer to an Aston Martin, it lacks that oozing marketing hype AM has built around its cars.

Apple helped, but if you knew Mission’s history, you wouldn’t even ask that question. Does Apple and Tesla agressively recruit? Yes, they do, but that didn’t sink Mission.

I think you only focus on the price of gas, which, although correct, is only one aspect of the diminishing Prius effect. First of all, the car has been around for decades, and considering its span of activity, it has evolved very, very little. I think mostly now, the Prius carries it’s own stigmata as “the driver…