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Maserati: The Brand's New Electric Era

Damiano David is at the wheel of Maserati’s first 100% electric car: The star storyteller comes together with an icon of the Trident, capable in its Folgore version of transmitting all the energy of the advancing, conquering new.


By LF ITALY

photography PAOLO ZERBINI AND MAX SAROTTO

June, 2024



Beautiful Cabrio Maserati electric car driving in Italy's Coast


MASERATI’S ENTRY INTO THE NEW ELECTRIC DIMENSION


The Trident’s narrative is rich in commercial and racing successes – these have included the creation of some of the most iconic cars in the history of international motoring and many wins in high-level motorsport.


A journey of electrification, innovation, luxury and excellence in the best Italian tradition, on which Maserati has embarked in the last year with the launch of its 100% electric models: GranTurismo Folgore, the Trident’s first all-electric car; Grecale Folgore, the first SUV powered by a full-electric powertrain; and now, GranCabrio Folgore, the elegant and refined open-top version of its award-winning grand tourer sister, to be launched at the event. On top of these, the MC20 Folgore super sports car, set to debut in 2025.





By 2028, the entire Trident range will have been fully electrified, as announced by Maserati in early 2024 when it shared its long-term strategic vision, including a growth plan aimed at sustainable profitability further into the future, with the focus on the constant evolution of the brand and its products. In this scenario, the Trident range continues to be entirely designed, developed, and produced in Italy, with Modena and the historic plant on Viale Ciro Menotti remaining the crux of this challenging new era of mobility.


Model with new electric sport car
Maneskin's Damiano David on set for Maserati Folgore

The atmosphere and the opening notes are typical of the Dolce Vita, full of that sophisticated yet easy-going Italian spirit admired and beloved all over the world. A thriving young man drives away in his car, a Maserati GranTurismo Folgore; his magnetism immediately and naturally lights up his surroundings and catches people’s eyes.he atmosphere and the opening notes are typical of the Dolce Vita, full of that sophisticated yet easy-going Italian spirit admired and beloved all over the world.


A thriving young man drives away in his car, a Maserati GranTurismo Folgore; his magnetism immediately and naturally lights up his surroundings and catches people’s eyes.



 

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Infusing all the energy of Maserati’s new era was the official launch of the “It turns you on” campaign, starring the fascinating and seductive Italian musician and singer-songwriter Damiano David, who has climbed the world charts with the rock band Måneskin that he fronts with his unmistakable voice.


A 90-second film that exalts and celebrates everything Maserati: passion, vision, in- novation, the Italian spirit, intuition, dedication and enthusiasm. The style overwhelms and enraptures, in terms of how we appear, how we stand out from the crowd and how we simply live our lives.


Damiano David from Maneskin on the Maserati set

The central theme is life and how it seizes and lights up the heart, enjoyed on board Maserati’s three Folgore creations. The performance of the GranTurismo is epitomised in its open-top version, shifting the spotlight onto the GranCabrio Folgore. It turns heads and conveys the greatest emotions like only a car can, as the perfect synthesis of extraordinary performance and elegance with the wind in your hair. The journey continues and comes to an end with the Grecale Folgore: a versatile, power- ful, luxurious, and captivating four-wheeled companion, just like its other two high-performance electric siblings.


Damiano David driving the new maserati folgore

" ITALIANS: ANYWHERE WE GO —BOOM— THINGS TURN ON.

IT’S A MATTER OF THE ENERGY WE TRANSMIT

I MEAN, DID YOU EVER NOTICE, WHEN YOU’RE ENTERING A ROOM, THE WAY THEY LOOK AT US? EVERYONE FALLS IN LOVE WITH US.

THEY ALL WANNA BE LIKE US.

MAYBE IT’S BECAUSE OF THE WAY WE LOOK.

THE WAY WE MOVE. BUT PROBABLY, IT’S THE WAY WE LIVE.

WE BRING POSITIVITY ALL AROUND US. WE SPARK UP CONVESATIONS. WE ARE PARTY STARTERS.

WE ARE MOOD SWITCHERS: EVERYTHING GOES FROM OFF TO ON:

EXCITEMENT: ON

PASSION: ON

LIFE: ON "





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