Maserati relaunches the idea of luxury that does not wait for a special occasion. With the campaign «Luxury, every day», presented today from Modena, the Trident puts at the center the new GranTurismo, GranCabrio and Grecale and a clear message: the Italian grand tourer is not a showcase privilege, it is a form of daily life. The brand payoff remains «The Italian Gran Turismo: Effortless Luxury Performance».
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The short film
The film, signed by the agency Migrante with soundtrack by Flavio Ibba, builds a small visual paradox. Four characters remain suspended in front of precious objects — a watch, a jewel, a bottle of Tignanello, a dress — as if no day were ever important enough to use them. Then the three Maseratis enter the scene. Not as trophies to contemplate, but as objects born to be lived. At that point the wait breaks: the watch and the jewel are worn, the dress chosen, the wine brought to its destination. Luxury, says the brand, stops being postponed.
The strategy with the models
The video alternates the hesitant faces of the protagonists with the presence of the cars, up to the roar of the enhanced V6 Nettuno. On the new GranTurismo Trofeo and GranCabrio Trofeo the 3.0-liter twin-turbo six-cylinder reaches 590 HP and 650 Nm, with pre-chamber combustion derived from motorsport. The GranTurismo Trofeo exceeds 320 km/h without giving up grand touring comfort. The same mechanical family descends on the SUV: the Grecale introduces the Nettuno with 390 HP, indicated by Maserati as a category reference for specific power, while the electric Grecale Folgore declares up to 580 km of range.
The novelties
The new face of the range is the shark-nose: a more horizontal, sharp and aggressive front, developed by the Style Center starting from the track (MCXtrema), then brought to the road by GT2 Stradale and MCPURA and now applied to coupe, cabrio and SUV. Inside the cabin the film insists on tactile details: digital watch with metal crown and octagonal geometry, illuminated three-dimensional PRND selector, multifunction steering wheel inspired by racing.
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The finale is at Piazza Unità d’Italia, in Trieste. There, in July, the international Media Drive took place: more than a hundred journalists behind the wheel between the Adriatic and the Karst, in the dynamic debut of the three models. It is the point where the campaign closes the circle: architecture, open sea and road, that is the natural territory of the Italian grand tourer.
The project
“Driving a Maserati represents a moment of daily beauty,” said Cristiano Fiorio, Chief Marketing Officer of Maserati and general manager of Bottega Fuoriserie. “We are born to transform the ordinary into extraordinary and make every day a special occasion.” It is the line on which the brand is trying to reposition itself in the year of the Trident’s centenary: less ostentation, more use; less collectible object, more travel companion. VB
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