Top Executives Share Brand Vision and Local Strategy at Seoul Event
Strengthening Brand Presence through New Model Launches, Network Expansion, and Enhanced Loyalty Programs
Seoul, 3 July 2024 – The Italian luxury car brand Maserati is embarking on a new chapter in the Korean market with the grand unveiling of its new models, the GranTurismo and GranCabrio.
The ‘Maserati Korea: Dawn of a New Era’ event, held at the Dongdaemun Design Plaza (DDP) in Seoul, was graced by Maserati CEO Davide Grasso, Chief Commercial Officer Luca Delfino, and Takayuki Kimura, Managing Director of Korea and Japan. They expressed their commitment to enhancing Maserati’s presence in Korea, promising to deliver the finest Italian luxury to this discerning market.
Global Strategy and Local Commitment
Maserati is determined to expand its presence globally, operating in over 70 countries with an impressive 86% export rate. Significant investments in proprietary engines and interior design are part of Maserati’s strategy to strengthen its influence worldwide. In Korea, Maserati aims to establish itself as a leading high-performance luxury brand, catering to a market with a deep appreciation for Italian craftsmanship and luxury.
Core Strategies and New Models
At the event, Maserati Korea revealed its core strategies to reinforce the brand’s heritage and values. The highlight of the event was the introduction of the New GranTurismo and New GranCabrio, both featuring the V6 Nettuno engine, entirely developed and produced by Maserati. These models mark the beginning of a series of monthly new model launches scheduled until December, each one a testament to Italian artistic heritage and craftsmanship.
Enhanced Customer Experience and Loyalty Programs
Maserati Korea is committed to elevating the customer experience by enhancing its network, including after-sales services. The brand plans to improve customer touchpoints and service quality, aiming to maximize customer satisfaction. The ‘Tridente’ loyalty program, launched in June last year, will further amplify the customer experience and strengthen brand loyalty.
Statements from Maserati Leadership
Davide Grasso, Maserati CEO:
“We are thrilled to embark on this new journey with our Korean customers, media, and dealer networks. As a brand dedicated to performance, innovation, design, and luxury, we proudly celebrate 110 years of 100% Italian craftsmanship this year. Embodying the Italian spirit of ‘Allegria,’ we are committed to offering exceptional Italian luxury vehicles and services to our esteemed clients in Korea, ensuring we meet their high expectations.”
Luca Delfino, Chief Commercial Officer:
“Korean customers have a profound appreciation for luxury and Italian craftsmanship, making them an ideal audience for Maserati’s innovative offerings. Having overseen this market for four years, I am deeply passionate about ensuring Maserati’s success here. We feel at home in Korea, a country that values our culture, history, and Italian elegance.”
Takayuki Kimura, Managing Director of Korea:
“Maserati Korea is committed to enhancing its dealership network and facilities to reflect Italian luxury and ensure unparalleled customer satisfaction. With this transition, Maserati is poised to further elevate the luxury automotive landscape in Korea and solidify its position as a luxury car brand.”
Introducing the New GranTurismo and GranCabrio
Maserati Korea’s launch event featured the New GranTurismo and GranCabrio, grand tourers that combine racing DNA with luxurious comfort for long-distance driving. The New GranTurismo is a two-door coupe with timeless design and innovative technology, promising an extraordinary journey filled with joy and excitement.
Adding to the uniqueness of the event, Maserati introduced the New GranTurismo One Off Prisma, a special edition featuring a hand-painted finish with 14 different colors and over 8,500 hand-applied letters, making it a true work of art.
Design and Performance
The GranTurismo and GranCabrio exterior maintains Maserati’s classic balance with a long bonnet and sporty proportions. The front features Maserati’s new light signature with vertical lights and the iconic 3D Trident logo. The rear boasts boomerang-shaped LED taillights, creating a bold impression. The staggered wheel configuration enhances its sporty stance.
The interior blends functional and aesthetic elements through state-of-the-art technology and craftsmanship, featuring a 12.3-inch central display, an 8.8-inch comfort display, and a 12.2-inch digital dashboard. The powertrain includes a 3.0-liter twin-turbo V6 Nettuno engine, delivering a maximum output of 550ps and peak torque of 650 Nm.
Driving Experience and Technology
The New GranTurismo offers various drive modes, including COMFORT, GT, SPORT, and CORSA, along with an ESC-OFF option. Key features include the Maserati Intelligent Assistant (MIA) multimedia system and the Sonus faber audio system by Italian sound specialists, ensuring a rich, engaging sound experience.
The New GranCabrio, a four-seat convertible, features a canvas soft top that opens in just 14 seconds at speeds up to 50 km/h. The newly designed neck warmer and optional wind stopper ensure comfort even with the top down.
