The Italian luxury car brand Maserati is taking a new step in the Korean market. On the 3rd, the ‘Maserati Korea: Dawn of a New Era’ event was held at Dongdaemun Design Plaza (DDP) in Seoul. Maserati CEO Davide Grasso, Chief Commercial Officer Luca Delfino, and Takayuki Kimura, the Managing Director of Korea and Japan, attended the event, highlighting their commitment to Maserati Korea and its future in the region.
Maserati, with a presence in over 70 countries and an 86% export rate, is investing in innovation, including the development of proprietary engines and interior design enhancements. As part of this global strategy, Maserati Korea aims to establish itself as a leading high-performance luxury brand in Korea. This strategy reflects Maserati’s commitment to offering exceptional Italian luxury vehicles and services to its Korean clients.
At the event, Maserati Korea outlined its strategies to reinforce the heritage and values of the brand. To mark its launch, Maserati Korea introduced the New GranTurismo and New GranCabrio, equipped with the V6 Nettuno Engine developed and produced by Maserati. These models will be followed by new releases each month until December. Each model, designed, developed, and manufactured in Italy, showcases Italian artistic heritage and craftsmanship, emphasizing Maserati’s dedication to Italian excellence.
Maserati Korea also revealed plans to enhance the customer experience. By strengthening the network, including after-sales services, it aims to improve customer touchpoints and service quality. Additionally, Maserati plans to boost customer experience and loyalty through its integrated loyalty program, ‘Tridente,’ launched in June last year.
The New GranTurismo and New GranCabrio symbolize Maserati’s new journey in Korea. These grand tourers combine high performance with comfortable ride quality for long-distance driving, presenting Italian luxury in the domestic market. The New GranTurismo is a two-door coupe with a timeless design, innovative technology, dynamic performance, luxurious craftsmanship, and a comfortable ride.
At the event, Maserati introduced the New GranTurismo One Off Prisma, a special edition with a hand-painted finish in 14 colors, including 12 popular exterior colors from previous GranTurismo models. The car features over 8,500 letters hand-applied and hand-varnished, making it a unique work of art.
The GranTurismo and GranCabrio maintain Maserati’s classic balance with a long bonnet, intersecting central body, and sporty proportions. The front features Maserati’s new light signature with vertical lights and the iconic 3D Trident logo. The rear has boomerang and harpoon-shaped LED taillights, creating a distinctive impression. The staggered wheel configuration, with 21-inch wheels at the rear and 20-inch wheels at the front, enhances its sporty stance.
The interior combines functional and aesthetic elements through state-of-the-art technology and craftsmanship. Features include a 12.3-inch central display, an 8.8-inch comfort display, a 12.2-inch digital dashboard, the iconic Maserati digital clock, and a digital rearview mirror that can display the rear camera. The interior features perforated leather and other premium materials, while the new multi-function heated steering wheel with central start and drive mode buttons enhances convenience.
The powertrain includes a 3.0-liter twin-turbo V6 Nettuno engine based on Maserati’s Twin Combustion Technology, derived from F1 pre-chamber combustion technology. Combined with all-wheel drive and a front differential positioned alongside the engine, it delivers enhanced vehicle dynamics, boasting a maximum output of 550ps and peak torque of 650 Nm. Various drive modes include COMFORT, GT, SPORT, CORSA, and an ESC-OFF option.
Key convenience features include the Maserati Intelligent Assistant (MIA) multimedia system and Maserati Connect, which provides various connectivity services. The Sonus faber audio system by Italian sound specialists delivers rich sound. Advanced Driver Assistance features include Maserati Active Driving Assist, Dynamic Road View, Rear Emergency Braking, Surround 2D View Camera, and Virtual Wall.
The New GranCabrio, a four-seat convertible based on the New GranTurismo, features a canvas soft top that can be opened in 14 seconds at speeds up to 50 km/h. The newly designed neck warmer ensures warmth for the driver and passenger, while the optional wind stopper prevents turbulence within the cabin.