Maserati Brings Everyday Italian Luxury to the World of The 1%
Maserati places the experience of luxury at the heart of its latest chapter with a new global campaign devoted to the GranTurismo, GranCabrio and Grecale.
Titled Luxury, Every Day, the campaign offers a distinctly Italian interpretation of contemporary luxury, where craftsmanship, performance, design and pleasure become woven into daily life. For luxury car brands seeking meaningful relationships with Ultra High Net Worth Individuals, this philosophy speaks to a clientele whose love of exceptional objects connects automobiles with watches, jewellery, fashion, fine wine, art and other expressions of personal taste.
At its centre lies Maserati’s philosophy of Italian Gran Turismo: Effortless Luxury Performance. This vision brings together the heritage of the Trident with a contemporary sense of ownership. The GranTurismo, GranCabrio and Grecale become the central characters within this universe, presenting the automobile as an object created to enrich everyday moments through Italian design, emotional performance and craftsmanship.
Luxury Created to Be Experienced
The idea behind Luxury, Every Day explores a familiar bond between collectors and the possessions they treasure. The campaign follows four individuals surrounded by a fine watch, jewellery, a bottle of Tignanello and a tailored suit — each representing a category deeply tied to luxury culture and personal expression.
Maserati introduces its three models into this world as catalysts for experience. The jewellery is worn, the wine is selected, the clothing becomes part of the occasion, and the automobile connects these elements through movement. The narrative presents luxury as something that gains meaning through personal experience, drawing an elegant line between the objects people collect and the moments in which they choose to enjoy them.
For The 1%, this idea carries particular resonance, because luxury consumption so often unfolds across several categories at once. Ultra High Net Worth Individuals accounted for approximately $290 billion in consumer luxury expenditure during 2024, representing 21% of global individual spending on luxury goods and services. Their lifestyles can span automobiles, private aviation, yachts, fine art, jewellery, watches, hospitality and residential property — an interconnected luxury ecosystem shaped around experience and personal interest.
The 1% and Luxury Car Brands
Three Expressions of Italian Gran Turismo
The new Maserati range interprets the philosophy of Italian Gran Turismo through three distinct models. The GranTurismo embodies grand touring through a blend of performance, craftsmanship and long-distance comfort, while the GranCabrio offers an open-air interpretation shaped around travel and the sensory pleasure of driving. The Grecale carries the Trident philosophy into the luxury SUV environment, uniting versatility with the design language and performance character that define Maserati.
Performance remains central to this identity. The GranTurismo Trofeo and GranCabrio Trofeo feature the V6 Nettuno engine producing 590 CV and 650 Nm of torque, with the GranTurismo Trofeo capable of exceeding 320 km/h. Motorsport-inspired pre-chamber combustion technology shapes the character of the engine while supporting the grand touring experience that has defined Maserati across generations.
The Grecale introduces a 390 CV version of the V6 Nettuno, bringing Maserati engineering into a format built around daily mobility and versatility. The electric Grecale Folgore completes the range with a stated driving range of up to 580 kilometres, giving the Trident another expression of performance within contemporary luxury mobility.
Italian Design Becomes a Shared Identity
The three models also share a cohesive visual language developed by Maserati Centro Stile. Their redesigned front sections feature a shark-nose-inspired treatment with horizontal proportions and an aerodynamic character that links the GranTurismo, GranCabrio and Grecale through a recognisable family identity.
This design direction emerged through Maserati’s recent performance projects — the MCXtrema, GT2 Stradale and MCPURA — before finding its place within the new Gran Turismo range. The progression shows how motorsport, experimentation and road car design can come together into a unified visual identity across a luxury automotive portfolio.
Inside the cabin, Maserati continues this devotion to tactile detail through a redesigned digital clock featuring a metal crown and octagonal geometry. A new PRND selector incorporates three-dimensional metal controls and integrated lighting, while the multifunction steering wheel draws inspiration from Maserati’s racing heritage. Together, these details create an environment where digital technology and physical materials contribute to the sensory character of the automobile.
Italian Lifestyle as Automotive Culture
Maserati completes the campaign in Piazza Unità d’Italia in Trieste, drawing on Italian architecture, the Mediterranean horizon and the surrounding landscape as part of the visual narrative. The location reinforces the bond between Maserati and Italian culture, placing the automobile within a broader world of design, travel, architecture and lifestyle.
This cultural dimension holds particular relevance for luxury car brands, because UHNW ownership so often extends across many areas of personal interest. A grand tourer can become part of a journey between residences, hotels, restaurants and private destinations, while its design connects naturally with a collector’s appreciation of architecture, fashion, watches and contemporary art.
Maserati’s approach therefore places Italian Gran Turismo within a lifestyle context that speaks directly to The 1%. The GranTurismo, GranCabrio and Grecale become expressions of a philosophy where driving itself forms part of the luxury experience, uniting performance and craftsmanship with the pleasure of movement.
A Growing Global Community of Collectors
The audience surrounding luxury car brands continues to evolve alongside the global expansion of private wealth. The worldwide Ultra High Net Worth population is forecast to reach approximately 676,970 individuals by 2030, an additional 166,160 people beyond the figure recorded in mid-2025. This shift creates an expanding international community for automotive marques built around heritage, craftsmanship, personalisation and experience.
Generational transformation adds another dimension. Millennials and Generation Z are projected to represent almost 35% of the global UHNW population by 2040, with Generation X expected to account for approximately 45%. Their engagement with technology, design, culture, mobility and experience gives luxury car brands fresh opportunities to express established identities through contemporary products and storytelling.
For Maserati, Luxury, Every Day captures this evolution through a simple idea centred on enjoyment. The GranTurismo, GranCabrio and Grecale bring Italian craftsmanship, performance and design into the rhythms of daily life, placing the automobile alongside the watches, jewellery, fashion and fine wine that already shape the world of The 1%.
Share Now
LATEST
POPULAR
The latest trade data highlights the international influence of the UK's distilling expertise while reinforcing the long term appeal of collectible spirits for The 1%.
Diageo, among the world's most distinguished premium drinks companies, now enters a new chapter under the leadership of CEO Sir Dave Lewis.
The collaboration brings together the storied Maison and independent master watchmaker Denis . . .
