Earlier this month, luxury car brand Maserati waved in its new sustainable era at the ground-breaking Folgore Day event.
The occasion, hosted in the heart of Motor Valley in Rimini, marked the brand’s 110th anniversary and provided a platform for Maserati to announce its movement into sustainable mobility. With an emphasis on innovation, luxury, and environmental consciousness, Folgore Day was a blended celebration of Maserati’s rich history and bright future with its new range of electric vehicles.
Maserati’s journey towards electrification has been meticulously planned, with the company announcing its ambitious vision in early 2024. By 2028, the entire Trident range will be fully electrified, reaffirming Maserati’s dedication to sustainable profitability and the evolution of its brand and products. Unveiled at the Folgore Day event, the Folgore range represents the dawn of this new chapter, with Maserati proudly claiming its position as the first 100% Italian luxury brand to produce full-electric models in the Motor Valley.
With thunderous force, the Folgore models ignite a modern renaissance, embodying the fusion of cutting-edge technology, Italian craftsmanship, and uncompromising performance. Leading the charge is the GranTurismo Folgore, Maserati’s inaugural all-electric offering. This sleek and powerful coupé represents a paradigm shift in automotive engineering, showcasing the seamless integration of electrification into Maserati’s iconic design language. Accompanying it was the elegant GranCabrio Folgore, a luxurious open-top marvel set to redefine grand touring. Rounding out the collection was the Grecale Folgore, the brand’s inaugural SUV powered by a full-electric powertrain. The event also teased the upcoming MC20 Folgore super sports car, poised to debut in 2025, and the Folgore charging wall box, further solidifying Maserati’s electrified future.
In addition to unveiling the new electric models, Maserati also invited guests to marvel at the intricate engineering behind them. Attendees admired the rolling chassis of the Grecale Folgore, highlighting the seamless integration of the full-electric propulsion system. It also highlighted the technological advancements of the GranTurismo Folgore by showcasing the unique gear design powering Maserati’s powerful coupé. Moreover, the brand continued its commitment to personalised luxury with special exhibits at Folgore Day. The Configuration Box, Fuoriserie program and Bespoke Customization elements allowed customers to envision their dream Maserati that reflects their individual tastes and preferences. From unique paint finishes to sophisticated details like the Nero and Ghiaccio Grecale seats, every detail is meticulously crafted to elevate the driving experience to new heights.
Alongside its new automotive range, Maserati has extended its exploration into electric vehicles to the water with TRIDENTE, an all-electric luxury motorboat. In a ground-breaking collaboration with Vita Power, the TRIDENTE embodies Maserati’s passion for performance and elegance for daily cruises on lakes and coasts. Crafted from carbon fibre and meticulously finished by nautical artisans, TRIDENTE offers a glimpse into a future where electrification knows no bounds.
As the event wound down, Maserati premiered their latest campaign titled, “It turns you on”, a captivating ode to the electrifying allure of the Folgore range. In a mesmerising 90-second film, director Gabriele Mainetti and a team of talented creatives bring Maserati’s vision to life, weaving a narrative of passion, innovation, and adventure. Fronted by the Italian musician Damiano David, the campaign captures the essence of Italian sophistication and style, showcasing Maserati’s commitment to innovation and excellence. From the bustling streets of Italy to the open waters of the Mediterranean, the film celebrates the transformative power of Folgore and its ability to inspire a new generation of luxury enthusiasts.
Folgore Day was more than just a product showcase; it was a multifaceted event that encapsulated Maserati’s vision for the future. Held on the heels of the Formula E racing weekend at Misano World Circuit Marco Simoncelli, the event underscored Maserati’s presence as the only Italian luxury marque on the grid. As the automotive landscape evolves, Maserati stands poised to lead the charge into a new era of electrified mobility. With the Folgore range at the forefront of this transformation, Maserati reaffirms its position as a pioneer in Italian automotive excellence, setting the stage for a future where performance, elegance, and environmental responsibility converge seamlessly.