Maserati, the Italian luxury car maker, is targeting female motorists in an attempt to improve sales, according to reports.

Motors-merseyside claims that the company's bespoke service aims to encourage female drivers in the UK to buy a Maserati by offering all kinds of customisations, including painting the car any colour supplied by the consumer.

The Italian marque hopes that this service will raise the current number of Maseratis it sells to women drivers in the UK from the five per cent the gender is currently responsible for.

In addition, the website reports that Maserati has enlisted known motoring fan and model Jodie Kidd to promote the company's cars and has photographed female business personalities, actresses and other celebrities with the cars at certain events.

Maserati was founded in 1914 in Bologna and in 2005, ownership of the company passed from Ferrari to Fiat, according to the firm's website.

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