Maserati has been on a roll recently, and it aims to retain its momentum as the brand goes electric
2023 Maserati GranTurismo Folgore
Some car companies have a long history of being the underdog, whether that be down to lackluster products, botched management tactics, or a lack of brand identity. Maserati has arguably suffered from all those in some regard. Not to mention, the company has been sold off and traded from one parent to another almost constantly until only a few years ago. This has impacted Maserati’s ability to innovate and focus on what sets them apart from every other company. But on the precipice of its electrified era, Maserati is looking to stand out from the crowd with a revamped lineup of cool and sporty EVs.
Maserati Wants To Turn Itself Into A Luxury EV Force To Be Reckoned With
Maserati MC20 at its global debut
Riding the wave of good PR and extra cash brought in from the MC20 and its convertible counterpart is a solid tactic for developing a range of EVs. But a complete strategy is needed for changing an entire model lineup. In an interview with Autocar, Maserati CEO Davide Grasso said, “we’re going to have five nameplates. And with a brand like Maserati, the goal is more about continuing to fine-tune, finesse and perfect these models and continue to make sure that the consumer experience the quality, the design appeal, the emotional appeal, the performance and the luxury experience is unparalleled.”
Hopefully, Maserati will be able to pair its endless coolness with cars that are well-made and more than just a pretty face. Most of the five models Grasso mentioned have yet to go on sale. The next Quattroporte will become an EV and effectively replace the Ghibli, the Levante SUV is set to become an EV by the end of 2025, and the Grecale, GranTurismo, and the MC20 will all be electrified.
The Grecale, the brand’s small luxury SUV and its newest model, is the main cash cow of the lineup at the moment. Grasso pointed out that while the Grecale is the most popular model, and will continue to be so for some time, he sees it as “everyday exceptional” as it is a luxury SUV it will never be “mainstream” or something parked in every driveway on the block.
Future Maserati EVs Could Be Heavily Personalized, And Not Just Visually
2023 Maserati Levante FTributo Special Edition
Taking cues from Rolls-Royce, Bentley, and other luxury marques, Maserati is working on building up its personalization department, dubbed the “Fuoriserie” program. “The modern luxury customer is willing to pay more to have personalized objects, if you will, that distinguish himself or herself from the rest,” Grasso told Autocar. “Sometimes the personalization is a matter of comfort, sometimes it’s a matter of aesthetics, sometimes it’s a matter of performance.” Presumably, the Fuoriserie program will cover more than just visual changes, perhaps allowing for more powerful engine tunes or interior upgrades – at a hefty price, of course.
With Maserati being part of the automotive powerhouse that is Stellantis, which has 13 other brands under its umbrella, Maserati has a massive parts bin to rummage around in to throw something together. We already know the upcoming Levante will use a backbone from Alfa Romeo and the electric drivetrain from the GranTurismo, but if it borrows too much from other models or brands, the Levante risks losing its identity, as does the entire Maserati brand.