- Products of Maserati's customisation programme - Fuoriserie

Have you read Maserati’s White Book?

It sheds light on what the Italian brand's future holds.

Maserati has kept itself rather busy this year. Earlier this year, it gave the world three Trofeo models, followed by the first electrified model ever to wear the famous Trident logo – the Ghibli Hybrid. For many, both those developments were like supporting acts, filling the gap while the real showstopper gets on the stage and blows everyone away. What was that? It was, of course, Maserati’s latest super sports car – the MC20.

Maserati MC20 aerodynamic model

Maserati MC20 aerodynamic model

Sticking with the MC20 for a moment, it is a landmark car for the Italian brand. It not only the spiritual successor of the iconic MC12 but also denotes Maserati’s comeback in the racing world. What’s more, the MC20 is the first model of Maserati’s so-called “new era”, and is the platform for the brand-new Nutteno engine. The twin-turbocharged, low-slung two-seater was developed, engineered and will be produced in Modena, Italy. Where? Space where the GranCabrio and GranTurismo models were built till November 2019. Needless to say, Maserati’s made some changes to the production facility and installed a new Engine Lab.

That’s great, but what else?

In the future, many of Maserati’s projects will feature the word ‘Fuoriserie’ extensively. That’s Italian for “specially built”. Yes, the company has decided to venture into a car customisation programme. It will be not only responsible for creating individual examples for customers but also one-off models. Maserati has categorised the customisation programme in three collections – Corse, Unica and Futura. Each one follows a different route.

Corse is for those who want their modern Maseratis to carry a sporty outlook. Maserati says, “in this collection, the inspiration originates from the past, from the racing heritage.” Think of it this way – moulding liveries from historic cars with modern materials. The Unica collection will cater to those who want something trendy, representing their belief in living in the present. And, as the name suggests, Futura will fulfil the needs of customers who wish for technology- and experiment-laden Maseratis. Here, these examples explain everything:

Maserati Classiche

Just like other carmakers with a proud history, Maserati wants to help preserve iconic models from the past. To enable that, the brand will introduce a new programme called Maserati Classiche. The idea behind this initiative is simple – to safeguard and promote older models by providing dedicated services. With the help of Maserati’s library of paperwork, the Classiche programme will help customers and collectors to conserve their cars and even restore them to their original state.

Folgore

That’s Italian for Thunderbolt and represents Maserati’s approach for adopting electrification. As mentioned above, the Ghibli Hybrid claimed the title of the first electrified model from the brand. However, the new GranCabrio and GranTurismo models will become Maserati’s first models to feature pure-electric powertrains. And, did you know that Maserati will also produce a fully-electric MC20? Yes, that’s true!

Maserati logo with thunderbolt

Maserati logo with thunderbolt

More dope? Okay. The BEVs, or Battery Electric Vehicles, will boast an 800-volt electrical architecture. That will allow for not only incredible performance but also for fast charging capability of up to 300kW. As for the configuration, Maserati will adopt a three-motor propulsion system – one motor on the front axle and one each for the rear wheels.

Maserati Grecale

No, that’s not a new programme. It is, in fact, a new SUV that’s in the pipeline. Maserati says that the name comes from the north-east wind of the Mediterranean Sea. The model will be manufactured at Cassino and, for that to happen, the company will invest around 800 million euros in setting up a new production line.

Maserati Grecale - Teaser

Maserati Grecale - Teaser

So, what is the crux of Maserati’s White Book? The brand wants to embrace future technologies, extend services to a wide variety of customers and enter new vehicular segments. Also, it aims to reinstate the fact that everything is homegrown.

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Comments (6)

  • I love the fact that Maserati is working towards it own identity! That’s epic. The brand deserves to grow.

      1 month ago
  • Maserati is sure getting bold, instead of throwing the towel,they are trying to reinvent themselves,I thought they would give up soon seeing their low sales but they are fighting back!

      1 month ago
  • nice! This is why I love Maser

      1 month ago
  • It's a bit sad to see Maserati had to turn half of itself into what is basically a tuning company in order to survive and be relevant. The other half trying to electrify the cars sounds to have a exciting future and imo the Maserati brand is a perfect platform to bring more people to start liking the idea of putting batteries in their cars. But if all these can help the Maserati name to live on, all worth it.

      1 month ago
    • Yes. We need Maserati to live on. And, the company is trying to do all it can to revive itself.

        1 month ago

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