Maserati Showcases Luxury Vision at Business of Luxury Summit 2026
22nd
100th
1914
What Happened
Maserati took center stage at the Business of Luxury Summit 2026, organized by the Financial Times from May 17 to 19 at Borgo Egnazia in Fasano, Puglia. The summit's theme was 'Building resilience into luxury brands,' and Maserati participated through an exclusive discussion featuring Cristiano Fiorio, Maserati Chief Marketing Officer and General Manager of BOTTEGAFUORISERIE. The session explored the brand's core values, evolution, and ability to build a distinctive identity in the global luxury landscape.
Maserati showcased three emblematic models: GranCabrio, MC20 Cielo, and GT2 Stradale. The GranCabrio featured an absolute first in the brand's history: a fully customized soft top created through the Maserati Fuoriserie program, unveiled at the Rolex Monte-Carlo Masters 2026. Crafted in Maserati Blue, the soft top celebrates the centenary of the Trident logo. Additionally, a fleet of Maserati Grecale SUVs served as courtesy cars throughout the event.
“Being a key player at the Business of Luxury Summit, in the very year our iconic Trident logo celebrates its 100th anniversary, means sharing our vision and our DNA. An identity born from the intersection of culture, technology, and human experience, finding its ultimate expression in Made in Italy — and especially within the Motor Valley and Modena.”
Why this matters
The event allows Maserati to reinforce its luxury identity and personalization strategy at a prestigious industry gathering, emphasizing brand consistency and desirability.
Terms in This Story
- Gran Turismo
- Italian for 'grand touring,' referring to high-performance, long-distance driving cars that combine luxury and speed.
- Fuoriserie
- Maserati's personalization program allowing customers to customize vehicles with unique colors, materials, and details.
- Trident logo
- The logo of Maserati, featuring a trident, inspired by the statue of Neptune in Bologna.
- Motor Valley
- A region in Italy's Emilia-Romagna known for high-performance automotive manufacturers and engineering.
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