Maserati is putting a fresh spin on the meaning of luxury with its new “Luxury, every day” communications campaign, placing the latest GranTurismo, GranCabrio and Grecale at the center of a distinctly Italian interpretation of performance, elegance and everyday usability.
Rather than portraying luxury as something reserved for rare occasions, Maserati’s latest campaign argues that extraordinary experiences should be part of everyday life. The concept reflects the brand’s long-standing philosophy of “Italian Gran Turismo: Effortless Luxury Performance,” bringing together Italian design, craftsmanship, comfort and serious performance in cars designed to be driven rather than simply admired.
The campaign arrives as Maserati continues to evolve its modern lineup, with the GranTurismo, GranCabrio and Grecale representing three different interpretations of the Trident brand’s luxury performance philosophy.
Maserati Turns Luxury Into an Everyday Experience
The central idea behind “Luxury, every day” is built around a simple paradox. The campaign’s film follows four characters surrounded by valuable objects: a prestigious watch, jewelry, a bottle of Tignanello wine and an elegant suit.
Each item is admired but left unused. The characters hesitate, apparently waiting for an occasion important enough to justify enjoying something special.
Maserati then reverses that idea.
The arrival of the new Grecale, GranTurismo and GranCabrio transforms the definition of luxury. Instead of being objects saved for special occasions, the three Maserati models become everyday expressions of luxury themselves.
The message is unmistakably Italian: there does not need to be a special occasion to enjoy something extraordinary.
The characters eventually wear the clothing and jewelry, open the wine and stop postponing the experiences they have been saving for later. Maserati’s cars become the catalyst for that change, representing luxury that is designed to be experienced every day.
It is a particularly appropriate message for the GranTurismo, a name historically associated with long-distance travel, effortless speed and the ability to combine sporting performance with comfort.
The New Maserati GranTurismo Trofeo Packs 590 CV
At the heart of Maserati’s performance story remains the Nettuno V6, a powertrain developed around technology derived from motorsport.
For the new GranTurismo Trofeo and GranCabrio Trofeo, the twin-turbocharged 3.0-liter V6 Nettuno produces 590 CV and 650 Nm of torque. That combination gives the Italian grand tourer the performance expected from a Maserati bearing the Trofeo badge while maintaining the comfort and long-distance capability central to the GranTurismo concept.
The GranTurismo Trofeo can exceed 320 km/h, putting it firmly among the fastest luxury grand tourers on the market.
What makes the Nettuno particularly significant is its pre-chamber combustion technology, derived from Formula 1 development. The system is designed to improve combustion efficiency and performance while contributing to the engine’s distinctive character.
Maserati has therefore managed to preserve an important part of the traditional grand-touring formula: a powerful internal-combustion engine, effortless high-speed capability and a soundtrack that remains an integral part of the driving experience.
GranCabrio Trofeo Brings the Same Formula With an Open Roof
The GranCabrio Trofeo takes the same performance philosophy and removes the roof.
As the convertible counterpart to the GranTurismo, the GranCabrio combines open-air driving with the performance of the 590-CV Nettuno V6. It is an approach that places the car somewhere between a high-performance sports car and a luxurious long-distance cruiser.
That dual personality is central to Maserati’s identity.
The GranCabrio is not designed simply to chase lap times. Instead, it aims to deliver speed and emotion without sacrificing the refinement required for long journeys.
That balance is exactly what Maserati means by effortless performance.
New Grecale Introduces a 390-CV Nettuno V6
The Grecale brings the Nettuno engine philosophy into a more practical and versatile SUV package.
The new Grecale introduces a 390-CV V6 Nettuno, giving the luxury SUV a significant performance advantage while retaining the everyday usability expected from the segment.
Maserati says the engine delivers a benchmark power-to-weight ratio in its category, while its technology and character connect the Grecale to the company’s motorsport heritage.
The engine’s responsive power delivery is intended to make the Grecale engaging in a wide range of driving conditions, reinforcing the idea behind the “Luxury, every day” campaign.
For customers who want Maserati performance without committing to an exclusively combustion-powered vehicle, the Grecale Folgore offers a different interpretation of the same philosophy.
The electric Grecale Folgore can deliver a range of up to 580 km, demonstrating Maserati’s intention to interpret performance through multiple powertrain technologies.
Shark-Nose Front End Gives Maserati’s New Models a Stronger Identity
The latest Maserati models also introduce a more assertive visual identity.
One of the most noticeable changes is the redesigned front end, characterized by what Maserati describes as a shark-nose effect. The new design gives the cars a more horizontal and aggressive appearance while maintaining the restrained elegance expected from an Italian luxury brand.
The design language represents another stage in Maserati Centro Stile’s ongoing evolution.
According to Maserati, the development of this sharper front-end treatment began with the MCXtrema track car. The more horizontal and assertive design was subsequently adapted for road-going models, appearing on the GT2 Stradale and later being refined through the MCPURA.
The philosophy has now reached the new GranTurismo, GranCabrio and Grecale.
Rather than relying on excessive visual drama, Maserati is using proportions, surfacing and carefully controlled details to create a stronger identity.
That approach is consistent with the brand’s broader definition of Italian luxury: distinctive without being unnecessarily extravagant.
Maserati Updates the Interior With More Focus on the Driver
The exterior changes are accompanied by a series of updates inside the cabin.
One of the most distinctive details is the redesigned Maserati digital clock. The unit now features a genuine metal crown and an octagonal design, giving what could otherwise be a conventional digital display a more tactile and luxurious character.
The clock also reinforces the relationship between the driver and the vehicle, functioning as part of Maserati’s broader driver-car interface.
Another important update is the new PRND selector. Its three-dimensional controls are finished in metal and feature integrated backlighting, with Maserati aiming to make gear selection more intuitive and pleasant to operate.
The steering wheel has also been redesigned with inspiration from Maserati’s racing cars.
The result is an interior that places greater emphasis on the driver while retaining the sophisticated atmosphere expected of a modern Italian luxury vehicle.
Maserati’s Formula 1 Technology Meets Everyday Driving
The Nettuno V6 is one of the clearest examples of Maserati’s attempt to connect road cars with motorsport technology.
Pre-chamber combustion technology, developed from racing experience, gives the engine a technical identity that goes beyond simply producing high output.
But the broader significance of the latest Maserati lineup is that performance is no longer presented as something that exists separately from comfort and luxury.
The GranTurismo can travel at more than 320 km/h while remaining a long-distance grand tourer. The GranCabrio combines open-air luxury with supercar-like performance. The Grecale delivers V6 power in an SUV format, while the Grecale Folgore demonstrates that Maserati’s performance philosophy can also be applied to electric propulsion.
That versatility is at the heart of the new campaign.
Trieste Provides the Backdrop for Maserati’s New Chapter
The “Luxury, every day” film concludes in Piazza Unità d’Italia in Trieste, providing an appropriately dramatic setting for Maserati’s latest campaign.
The city combines historic architecture with views toward the Mediterranean and the distinctive landscape of the Karst Plateau. It also recently hosted Maserati’s international Media Drive, where more than 100 journalists from around the world had the opportunity to drive the new GranTurismo, GranCabrio and Grecale.
The location reinforces Maserati’s connection with Italy while providing a natural environment in which the cars’ combination of elegance, performance and long-distance capability can be demonstrated.
Maserati’s Interpretation of Modern Italian Luxury
Cristiano Fiorio, Maserati Chief Marketing Officer and BOTTEGAFUORISERIE General Manager, says the campaign is intended to reaffirm the characteristics that have historically defined the Trident brand.
Italian design, elegance, craftsmanship and performance remain at the center of Maserati’s identity, but the company is presenting them through a more contemporary interpretation of luxury.
The philosophy is deliberately different from the idea that luxury must always be extravagant or inaccessible.
For Maserati, luxury can instead be subtle, authentic and integrated into everyday life.
That philosophy is particularly relevant to the GranTurismo. The car’s very name refers to a tradition of traveling quickly and comfortably across long distances, making it fundamentally different from a machine designed exclusively for occasional performance driving.
The GranCabrio extends that concept into open-air motoring, while the Grecale brings the same combination of performance and sophistication into the SUV segment.
A New Maserati Campaign Built Around Emotion
Produced by creative agency Migrante, the “Luxury, every day” campaign uses a combination of cinematic imagery, human reactions and automotive performance to communicate its central idea.
The soundtrack was created by composer Flavio Ibba, adding another layer to a film that gradually increases in rhythm and intensity as the Maserati vehicles take over the narrative.
The cars are not presented simply as luxury products. Instead, they are positioned as objects that encourage people to enjoy the present rather than constantly waiting for the perfect moment.
That idea ultimately connects the campaign with Maserati’s heritage.
For more than a century, the Trident brand has attempted to combine Italian craftsmanship with performance, creating cars that are capable of transforming an ordinary journey into something memorable.
The latest GranTurismo, GranCabrio and Grecale continue that philosophy with modern technology, sharper styling and a broader range of performance options.
The result is Maserati’s latest definition of “Luxury, every day”: luxury that does not need to wait for a special occasion.
And with a 590-CV Nettuno V6, a 390-CV Grecale, a 580-km-range Grecale Folgore and a new generation of more assertive Maserati design, there is little reason for the driving experience itself to be postponed.
Source: Stellantis
