ROME (ITALPRESS) – Maserati unveils its communication campaign “Luxury, every day” dedicated to the new GranTurismo, GranCabrio, and Grecale models, aiming to pay tribute to the brand identity of “The Italian Gran Turismo: Effortless Luxury Performance.” The focal point of the narrative is the concept of authentic luxury, understated yet capable of integrating into everyday life. This is a homage to the Italian Gran Turismo, embodying the essence of the Trident brand, a symbol of extraordinary performance, Italian beauty, and effortless elegance that transforms every journey into a daily experience.
The film features four characters who interact with luxurious items – a watch, a piece of jewelry, a bottle of Tignanello, and an outfit – which they hesitate to use, as if no occasion is ever quite special enough. This paradox captures luxury awaiting its moment, admired yet perpetually postponed. Enter the new Grecale, GranTurismo, and GranCabrio, turning this perspective upside down, showcasing the naturalness of what is meant to be enjoyed every day. Thus, the three new Maserati models emerge as the quintessential daily luxury item, capable not only of elevating each day but also freeing the other items from their wait: the watch, the outfit, and the jewelry are finally worn, and the chosen wine is brought to its destination.
The video alternates the faces and hesitations of the protagonists with the magnetic presence of the cars, building a rhythm and emotional crescendo. The roar of the iconic V6 Nettuno engine resonates, delivering 590 HP and 650 Nm, making its debut in the new GranTurismo Trofeo and GranCabrio Trofeo. Thanks to motorsport-derived pre-chamber combustion, the upgraded engine pushes the GranTurismo Trofeo beyond 320 km/h, without sacrificing comfort or long-distance capability. The same sporting spirit is reflected in the new Grecale, equipped with the 390 HP V6 Nettuno, a benchmark in its category for specific power, featuring an unmistakable sound and Formula 1-derived technologies. Its immediate and engaging output enhances driving pleasure in all conditions, while Grecale Folgore offers up to 580 km of range, proving the lineup’s ability to interpret performance in every form. All these figures confirm the uniqueness of vehicles designed to excite, each and every day. This purpose is also evident in the film, where the GranTurismo, GranCabrio, and Grecale tackle the roads with versatility, elegance, and determination. Likewise, the refined moving images showcase the beauty of a completely redesigned front with a shark-nose effect, combining a more aggressive character with sophisticated aerodynamic efficiency. All three new Maserati models share a contemporary design language that continues a path initiated by the Maserati Style Center with the MCXtrema – the track car that allowed for experimenting with a flatter, sharper, more aggressive front – later brought to the road by the GT2 Stradale, refined with the MCPURA, and now applied to the new GranTurismo, GranCabrio, and Grecale.
Additionally, some elegant close-ups in the video highlight the revamped Maserati digital watch, now featuring a real metal crown and a new octagonal geometry, serving as an authentic interface between driver and vehicle. Meanwhile, the new PRND selector, with three-dimensional commands in premium metal and integrated lighting, makes mode selection more intuitive, secure, and pleasurable to touch. Finally, the framing tracks the driver’s hands on the new multifunction steering wheel, inspired by the Maserati racing world, completing an interior increasingly focused on performance.
The film culminates in the stunning Piazza Unità d’Italia in Trieste. It was here, amidst captivating architecture and the open sea horizon backed by the white walls of the Carso, that an international Media Drive took place last July, bringing together over a hundred journalists from around the globe to experience the dynamic debut of the three new Maserati models.
Cristiano Fiorio, Maserati Chief Marketing Officer and Bottegafuoriserie General Manager, stated: “With the new Trident range, we reinforce the uniqueness that has always defined us: the Italian Gran Turismo, where design, elegance, Italian style, performance, and artisanal mastery converge in a balance of timeless elegance that is never ostentatious, yet always performance-oriented. For over 100 years, we have interpreted luxury in a distinctive manner, and we believe that driving a Maserati represents a moment of daily beauty to be experienced every day. Maserati exists to transform the ordinary into the extraordinary, making every day a special occasion. This new campaign powerfully conveys this message through four wonderful items that stop waiting and return to being lived. It’s the attitude that every Maserati invites to be embraced daily, by anyone who drives it.” Created by the renowned creative agency Migrante, with a soundtrack by the celebrated composer Flavio Ibba, the campaign is available at the following link and will be published on Maserati’s social and digital channels starting in September.
– Photo courtesy of Maserati Press Office –
(ITALPRESS).
