Maserati and the risky all-electric gamble

Unique luxury brand of the Stellantis alliance, Maserati sees itself projected into a 100% electric future that remains uncertain.

The era of the magnificent Ferrari-powered Maseratis seems well behind us. The electric revolution is underway and bears a name: Folgore, which means lightning in Italian. Maserati is part of Stellantis’ strategic plan “Dare Forward 2030” announced on March 1, 2022, and has been entrusted with the task of transitioning as quickly as possible to fully electric vehicles. A sustainable growth plan, primarily aimed at long-term profitability, focused on a coherent evolution of the brand and its products. Whatever its future holds, the manufacturer can at least boast of being the first Italian luxury brand to develop and produce fully electric vehicles.

Italian Heart

The Maserati range remains designed, developed, and manufactured 100% in Italy, serving over 70 countries worldwide with an export rate of 86%. Modena continues to be the beating heart of the Trident House, based for over 80 years in the historic Viale Ciro Menotti factory. It remains to be seen whether the brand’s history will be enough to carry it through this new challenge.

The Modena company has already begun its journey into this new era by unveiling its first two battery electric vehicles: the GranTurismo Folgore and the Grcale Folgore. Derived from the internal combustion model launched 17 years ago, the GranTurismo Folgore is marketed as offering cutting-edge technical solutions derived from Formula E… Knowing that the Italian brand has only been present for a year, we will need an explanation on how this is possible. Beware of marketing shortcuts that may come back to haunt you like a boomerang. Let’s simply acknowledge that motorsport runs in Maserati’s genes, rooted in a spirit of competition. This alone is, in our view, sufficient to lend the legitimacy they seek.

Maserati relies on a long-term plan

The Maserati GranCabrio Folgore is expected to be launched this year. The electrification journey will then continue with the stunning MC20 in 2025, a completely new large SUV in 2027, and the next generation of Quattroporte in 2028.

The main asset for Maserati in this transition could be its highly renowned “Fuoriserie” customization workshop. One of luxury’s essential components is uniqueness, and the prospect of having a one-of-a-kind vehicle could solidify a troubled yet loyal clientele.