The future of Maserati: all-electric luxury, sustainable growth, and Italian production
- Maserati has been around for more than 100 years
- However, it’s looking firmly to the future with its new plans
- The marque is ‘going full throttle’ when it comes to electrification
Published by Claire Reid
Edited by Kate Bain
The future of Maserati looks very exciting, as it reveals plans for its ‘journey in the new electric era’ and announces all models will be 100 percent designed, developed, and manufactured in Italy.
Maserati was launched back in 1914, but more than 100 years on, the carmaker has its sights firmly set on the future.
The Italian marque has reaffirmed its commitment to electrification, while also announcing the first of its electric vehicles.
“We are going full throttle to lead change on electrification,” Maserati CEO Davide Grasso said. And that’s just the start of it.
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All-electric luxury from Maserati
The automotive landscape is changing with more and more carmakers turning towards hybrid and electric powertrains – we’ve even seen the world’s first EV muscle car.
Maserati too is going ‘full throttle’ into the world of electrification, declaring itself ‘the first Italian luxury brand to develop and produce all-electric vehicles’ with its ‘Folgore’ range of cars.
“More than ever, Maserati believes in electric future mobility, and is currently organizing itself in all fields to transform its competitiveness and exceed the needs of the new luxury consumer,” the carmaker said in January.
Maserati has already launched the first of its three battery-electric vehicles: the GranTurismo Folgore, the Grecale Folgore, and the GranCabrio Folgore – known as the ‘world’s first luxury electric convertible’.
And that’s just the start.
The future of Maserati also includes the unveiling of its MC20 Folgore later this year, as well as a ‘brand-new large E-UV BEV in 2027’, followed by ‘the next generation of Quattroporte BEV in 2028’.
Exciting stuff.
Sustainable growth
Maserati shared further details of its ‘sustainable long-term profitable growth plan’ last January, explaining that it was focused on ‘consistent brand and product evolution’.
The luxury carmaker says it is setting a strong business model following ‘positive financial recovery which began in 2021’.
This plan, of course, includes its new EV offerings with Maserati saying that now ‘more than ever’ it believes in electric future mobility.
The company says that last year was a particualrly crucial time for the brand but that it’s sticking to its core pillars of ‘performance, innovation, design, quality, technology and luxury’ when it comes to making cars.
“All new Maserati models will adopt electric powertrains, to bring great innovation and high performance, both typical of Maserati’s DNA: 2024 is a crucial milestone year for the company’s evolution and growth, especially amidst the challenges and changes faced by luxury brands within the global automotive business sector,” the company said.
Alongside its new models, Maserati recently announced its newly launched Atelier of the Fuoriserie Personalization Program.
The new program will give customers more freedom than ever when it comes to customizing their vehicles, including the Officine Fuoriserie Maserati customization program, which is the tailor-made full-hit – creating completely bespoke one-off Maserati vehicles.
Italian production
Maserati vehicles are 100 percent designed, developed, and manufactured in Italy – and that’s not going to change any time soon.
The marque has had its historic plant on Viale Ciro Menotti in Modena for 80 years.
The plant is already used to produce the MC20 and MC20 Cielo and is set to ‘make room to produce the Folgore version of the most desirable super sports cars’.
The plant is home to a strong team of engineers and technicians, who will work alongside Maserati’s leadership team to help carve out the future of the brand and take it to new heights.
“With our long-term strategic vision and plan, we want to make a mark in the luxury world with unique Italian manufacturing excellence, constantly pushing distinctive quality and building our future with a dedicated business model that guarantees our customers the best products that reflect the Trident’s values,” Maserati CEO Davide Grasso said.
All in all, it’s looking like the future of Maserati is going to be bright.
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Claire Reid is a journalist who hails from the UK but is now living in New Zealand. She began her career after graduating with a degree in Journalism from Liverpool John Moore’s University and has more than a decade of experience, writing for both local newspapers and national news sites. Claire covers a wide variety of topics, with a special focus on cars, technology, planes, cryptocurrency, and luxury.
