Automotive luxury is not an exception to be saved for special occasions, but rather an experience to be enjoyed every day, to be felt as part of one's daily life. It is the concept around which Maserati he built Luxury, every day, the new communication campaign dedicated to GranTurismo, GranCabrio and Grecale.
Presented on September 7, 2026, the project aims to translate into images one of the concepts that the Trident brand associates with its identity: The Italian Gran Turismo: Effortless Luxury Performance . A definition that combines Italian style, build quality, and performance, while seeking to distance itself from the idea of luxury necessarily tied to formality or ostentation.
The campaign stems from a paradox. Four people own particularly valuable items—a watch, a piece of jewelry, a dress, and a bottle of Tignanello—but are hesitant to use them. The objects are observed and treasured, while the right opportunity continues to be postponed.
The arrival of the new Maseratis changes this dynamic. The cars become the symbol of a luxury that, according to the campaign's narrative, doesn't require an extraordinary circumstance to be experienced.
GranTurismo, GranCabrio and Grecale at the centre of the story
The commercial builds its rhythm by alternating close-ups of the protagonists with shots of the three cars. The message is developed through a simple transition: what is considered too precious for everyday use can instead find its meaning in everyday life.
GranTurismo, GranCabrio and Grecale are thus presented as cars designed to accompany different experiences, without separating comfort from performance.
The campaign also uses this contrast to highlight some of the new models' technical and stylistic elements. These include the redesigned front end with a shark-nose effect , featuring a more horizontal and pronounced configuration. This solution stems from a development process that began with the MCXtrema, a track-only car, and continued with the GT2 Stradale and MCPURA before arriving at the range's road-going models.
The V6 Nettuno and the pursuit of performance
In the film, the transition from the everyday dimension to the sporty one finds one of its most evident expressions in the sound of the V6 Nettuno.
The new GranTurismo Trofeo and GranCabrio Trofeo deliver 590 hp and 650 Nm of torque. Pre-chamber combustion technology, derived from motorsport experience, allows the GranTurismo Trofeo to exceed 320 km/h.
The performance data is accompanied by the desire to maintain the characteristics of a Gran Turismo, therefore comfort and the ability to tackle even long journeys.
The V6 Nettuno also arrives on the new Grecale with a power output of 390 hp. The Trident SUV thus combines a more practical configuration with an engine developed according to criteria closely linked to Maserati's sporting tradition.
Completing the lineup is the Grecale Folgore, an all-electric version boasting a range of up to 580 kilometers. The simultaneous presence of combustion and electric engines highlights a strategy aimed at offering different interpretations of the concept of performance.
A cockpit between technology and racing inspiration
The campaign also dedicates space to the interior, focusing on some details that define the evolution of the driving experience.
Among the highlights is the new Maserati digital clock, featuring a metal crown and an octagonal geometry. The device is presented as an interface between the driver and the car.
The PRND selector has also been updated. The three-dimensional metal controls and integrated lighting are designed to make managing the driving modes more immediate, while also adding a tactile component to the interaction with the car.
The multifunctional steering wheel, on the other hand, explicitly recalls the world of Maserati racing. The film's shots follow the driver's hands, transforming this element into one of the connecting points between the road and sporting experiences.
The dynamic debut in Trieste
The final part of the film takes us to Trieste, to Piazza Unità d'Italia. It was in this city that the international media drive dedicated to the three new models took place last July.
Over one hundred journalists from various countries attended the event, invited to test drive the GranTurismo, GranCabrio, and Grecale. The dynamic test marked the road debut of the new generation of the three models.
The choice of Trieste therefore also fits into the campaign's narrative strategy: a city overlooking the sea and characterized by a strong architectural identity becomes the setting in which cars can be seen not only as automotive products, but as tools intended for everyday mobility.
The concept of “Effortless Luxury Performance”
According to Cristiano Fiorio, Maserati Chief Marketing Officer and General Manager of BOTTEGAFUORISERIE, the new range aims to strengthen the combination of design, elegance, performance and craftsmanship that the brand considers distinctive.
The concept of Effortless Luxury Performance encapsulates this very approach: luxury is not represented as a manifestation of wealth as an end in itself, but as a set of qualities perceptible in the driving experience, in the materials, in the technology and in the performance.
For over a century, Maserati has linked its history to the concept of Italian Gran Turismo. The new campaign therefore seeks to reinterpret a consolidated tradition through a contemporary language, in which the car becomes an integral part of everyday life.
A range of petrol, hybrid and electric vehicles
Maserati's strategy isn't just about communication. The current range includes a variety of propulsion solutions.
The Grecale is also available with a four-cylinder hybrid engine, while the sportier models use the V6 Nettuno. The GranTurismo and GranCabrio are available with both a V6 petrol engine and the respective fully electric Folgore versions.
The GranTurismo Folgore represents, in particular, a significant step in the history of the brand: it is the first fully electric production Maserati.
The Grecale Folgore joins the electric range, while the high-performance vehicle segment is represented by the MC family, made up of the MCPURA and the open-top variant MCPURA Cielo.
From the road to the track and back again
The sporting component continues to play a central role in Maserati's identity. The V6 Nettuno, developed by the Modena-based manufacturer, integrates technological solutions derived from Formula 1 and represents one of the elements through which the brand connects its road-going production with its experience gained in competition.
Completing the range are the GT2 Stradale, a road-legal version of the GT2 car, and the MCXtrema, a model intended exclusively for the track and produced in a limited series of 62 units.
The path from the MCXtrema to the new road models is also reflected in the design. The work done on the racing cars served as a testing ground for solutions subsequently adapted to series production.
The campaign signed Migrante
Luxury, every day was created by the creative agency Migrante, while the soundtrack was entrusted to composer Flavio Ibba.
The film will be released on Maserati's social and digital channels starting in September. The project thus accompanies the launch of the new range, focusing less on the traditional presentation of the vehicles' features than on crafting a narrative tied to the relationship between the automobile, leisure time, and everyday life.
The central theme remains the one suggested by the campaign title: don't wait for an exceptional moment to use what you consider precious.
Maserati looks to the future of automotive luxury
The evolution of the range demonstrates a car manufacturer committed on multiple fronts. On the one hand, the strong bond with the V6 Nettuno and a sporting tradition expressed in the Trofeo versions and the MC family remains. On the other, electrification is progressively expanding the options offered to customers with the GranTurismo Folgore, GranCabrio Folgore, and Grecale Folgore.
Added to this are the Maserati Fuoriserie customization programs, the activities linked to Maserati Classiche and the work of Maserati Corse.
In this context, "Luxury, every day" takes on a function that goes beyond promoting the three new models. The campaign seeks to encapsulate Maserati's vision for the coming years: a brand that maintains its ties to its history, but interprets luxury through different technologies, propulsion systems, and modes of use.
