Maserati Launches "Luxury, Every Day" Push as Sales Sit at a 13-Year Low
The film pitches the refreshed GranTurismo, GranCabrio, and Grecale as luxury for daily use — a message that lands as the Trident digs out of its lowest sales since 2012.
Maserati has rolled out a new advertising campaign, "Luxury, Every Day," built around the refreshed GranTurismo, GranCabrio, and Grecale — and around a pointed message: stop saving luxury for special occasions. The push comes as the brand tries to climb out of its weakest sales year since 2012.
The film, produced by creative agency Migrante with an original score by composer Flavio Ibba, follows four people who own expensive things — a watch, jewelry, a bottle of Tignanello, a tailored suit — and never use them, waiting for an occasion that doesn't come. The three Maseratis arrive as the counterargument: cars meant to be driven daily rather than admired in a garage. By the end, the suit gets worn and the wine gets opened. The spot closes in Trieste's Piazza Unità d'Italia and runs on Maserati's global social and digital channels from September.
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The cars themselves are not the news here. Maserati revealed the updated trio in June, raising the twin-turbo 3.0-liter Nettuno V6 in the GranTurismo and GranCabrio Trofeo to 582 hp and 479 lb-ft — a 40-hp gain over the previous tune — with a claimed top speed of over 199 mph for the coupe. The Grecale picked up a 385-hp version of the same engine below the Trofeo, and Maserati quotes up to 268 miles of range for the electric Grecale Folgore, against a 242-mile EPA rating for the outgoing car.
All three share a reworked front end Maserati describes as a shark nose, a direction first tried on the MCXtrema track car and carried through the GT2 Stradale and MCPURA. Inside, the update brought an octagonal dashboard clock with a metal bezel, a metal P-R-N-D selector, and a new steering wheel design.
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Why Maserati needs this to work
The timing explains the tone. Stellantis's full-year 2025 results put Maserati at roughly 7,900 cars worldwide — down about 30% from 2024 and the brand's lowest total since 2012 — while CEO Antonio Filosa has repeatedly sidestepped questions about whether the group might sell the marque. With no all-new model imminent, the June refresh and the advertising behind it are effectively the near-term recovery plan.
"Maserati was founded to transform the ordinary into the extraordinary and to make every day a special occasion," said Cristiano Fiorio, the brand's chief marketing officer.
Maserati previewed the updated cars to more than 100 journalists at a drive program around Trieste in July, and the US site now lists the 2027 GranTurismo Trofeo from $147,900. Whether an ad campaign can move the needle for a brand that sold fewer than 8,000 cars last year is a bigger question — but right now, it's the main lever Maserati has.
