Maserati presents "Luxury, every day": the new campaign that celebrates luxury to be experienced every day

The new communications campaign dedicated to the new GranTurismo, GranCabrio and Grecale makes its debut. Its narrative focuses on luxury to be experienced every day and 
on the brand identity of “Italian Gran Turismo: Effortless Luxury Performance”.

Modena, 7 September 2026 – Maserati presents the “Luxury, every day” communications campaign dedicated to the new GranTurismo, GranCabrio and Grecale, aimed at paying tribute to the brand identity of “Italian Gran Turismo: Effortless Luxury Performance”. The narrative focuses on the idea of an unostentatious, authentic luxury that can become part of everyday life. A homage to Italian Gran Turismo, an expression of the Trident's identity and symbol of extraordinary performance, Italian beauty and effortless elegance that transforms every journey into an experience to be enjoyed every day. 

The evocative film features four characters interacting with high-value items – a watch, jewellery, a bottle of Tignanello and a suit – which they hesitate to use, as if no occasion were ever important enough.  The paradox of luxury items kept waiting, admired but always put off until later. The new Grecale, GranTurismo and GranCabrio then turn the point of view on its head, taking their place in the scene in as natural a way as something designed to be experienced every day. The three new Maserati cars therefore appear as the everyday luxury items par excellence, with the ability not only to elevate each day but also to free up other items from being kept waiting: the clothing and jewellery are finally worn, the wine chosen and appreciated. 

The video alternates the faces and hesitations of the protagonists with the magnetic presence of the cars, in a crescendo of rhythm and emotion. Then comes the roar of the iconic V6 Nettuno, souped up to 590 CV and 650 Nm, making its debut in the new GranTurismo Trofeo and GranCabrio Trofeo. Courtesy of the motorsport-based pre-chamber combustion, the enhanced engine drives the GranTurismo Trofeo to over 320 km/h, without sacrificing comfort or its vocation of long-distance travel. The same sporty spirit is also reflected in the new Grecale, which introduces the 390-CV V6 Nettuno, a benchmark in its category for power-to-weight ratio alongside an unmistakable sound and technology derived from Formula 1. Its prompt, engaging delivery enhances driving pleasure in every condition, with the Grecale Folgore offering a range of up to 580 km, as testament to a line-up that can interpret performance in all its forms. 
All these figures confirm the uniqueness of cars created to excite, every day. A vocation that also emerges in the film, where the GranTurismo, GranCabrio and Grecale take to the road with versatility, elegance and determination. 
 
Likewise, the sophisticated moving images restore the beauty of a fully redesigned front end with a shark-nose effect, which combines a more assertive character with refined aerodynamic efficiency. 

Shared by the three new Maserati models, today's stylistic language rounds off a journey embarked on at the Maserati Centro Stile with the MCXtrema – the track car that made it possible to experiment with a more horizontal, sharper, more assertive front end. That style was then taken to the road by the GT2 Stradale, refined with the MCPURA and has now been applied to the new GranTurismo, GranCabrio and Grecale. 

Elegant close-ups in the video also highlight the revamped Maserati digital clock, now with a real metal crown and an unprecedented octagonal geometry, as an authentic driver-car interface. In the meantime, the new PRND selector – with its 3D controls in prestigious metal and integrated backlight – make drive mode selection more intuitive, safer and more pleasant to the touch. Last but not least, the camera follows the driver's hands to the new multi-functional steering wheel, inspired by the world of Maserati racing, to complete an increasingly performance-oriented cabin.

The film ends in the magnificent Piazza Unità d'Italia in Trieste. In the same city, caught between fascinating architecture, the open horizon of the Mediterranean and the white walls of the Karst Plateau, the international Media Drive took place in July: it brought over 100 journalists from all over the world to the wheel, to mark the dynamic debut of Maserati's three new models.

Cristiano Fiorio, Maserati Chief Marketing Officer and BOTTEGAFUORISERIE General Manager. stated: “In the new Trident range, we reiterate the feature that has always defined us: Italian Gran Turismo, where design, elegance, Italian style, performance and artisanship come together in a timeless balance of elegance that is never ostentatious but always oriented towards performance. For over 100 years, we have been interpreting luxury in a distinctive way and are convinced that driving a Maserati stands as a moment of everyday beauty, to be experienced every day.  Indeed, Maserati was founded to transform the ordinary into the extraordinary and to make every day a special occasion. The new campaign tells this exact story very effectively, through four wonderful items no longer kept waiting and finally taken back to being enjoyed. This is the attitude each Maserati invites all its drivers to experience, every day”.

Produced by the renowned creative agency Migrante, with a soundtrack authored by the famous composer Flavio Ibba, the campaign can be viewed here and will be published on Maserati's socials and digital channels from September onwards.