Eric D. Lawrence

Detroitt Free Press

Now, even super-luxury brand Maserati is looking to go electric.

Fiat Chrysler CEO Sergio Marchionne says that the Italian luxury brand will begin to produce electric vehicles, possibly before the end of the decade, in a move that could position Maserati as a competitor to Tesla at the high end of the car market.

"I think we’re now in a position to acknowledge that at least one of our brands, and in particular Maserati, will, when it completes the development of its next two models, effectively switch all of its portfolio to electrification," Marchionne said.

The move comes as other automakers have announced their own electric initiatives. Volvo, owned by China's Geely, said this month its new vehicles would be electric or hybrid after 2019. And Tesla continues to make waves with its electric vehicles.

"It's an integral (part) of a broader strategy on electrification which will see more than half of its fleet ... incorporated in electrification" by 2022, Marchionne said of Maserati, which is moving its North American headquarters from New Jersey to Auburn Hills, Mich.

The announcement marks a switch for Marchionne, who previously had not embraced widespread electrification. He noted that issues with diesel engines have shifted the conversation. Automakers have been hammered by allegations of diesel emissions cheating this year, which has sullied the reputation of clean diesel technology as companies try to meet emissions requirements.

Despite his newfound embrace, Marchionne said costs need to come down in order to make electrification more accessible and desirable to the public.

"My aversion to electrification is based on pure cost issues," Marchionne said. "What has made it mandatory is the fate of diesel."