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Maserati’s Latest GranTurismo, GranCabrio and Grecale Put Everyday Luxury First

Maserati’s Latest GranTurismo, GranCabrio and Grecale Put Everyday Luxury First

Italian craftsmanship and performance take center stage in a campaign focused on making luxury part of daily life

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Maserati has a simple message for anyone saving their best possessions for a special occasion: stop waiting. That idea sits at the center of "Luxury, every day," a new campaign built around the recently updated GranTurismo, GranCabrio and Grecale. Produced by creative agency Migrante with music by Flavio Ibba, "Luxury, every day" makes a straightforward argument. Luxury should not be something you save for the right moment. Sometimes, the experience itself is what makes the moment special.

The film builds that idea through four objects normally associated with special occasions. A tailored suit remains protected in its garment bag, jewelry stays inside its presentation box, an intricate watch waits on its owner's wrist, and a bottle of Tignanello, the Antinori super-Tuscan that broke Chianti's rules in 1971, sits unopened. The film subsequently shows the marque’s three latest models in motion, shifting the focus from possessing luxury to actually experiencing it.

"Driving a Maserati stands as a moment of everyday beauty, to be experienced every day." - Cristiano Fiorio, Maserati Chief Marketing Officer

It is a fitting message for a lineup Maserati has spent much of 2026 bringing back into focus. The company revealed updates for the 2027 GranTurismo, GranCabrio and Grecale earlier this summer. Visually, Maserati Centro Stile first applied the sharper front fascia on the MCXtrema track car, brought it to the road with the GT2 Stradale, refined it on the MCPURA supercar, and has now been adopted across the core range. 

Inside, the same attention to detail brings a more refined sense of elegance, with craftsmanship expressed through authentic materials including leather, Alcantara, wood, carbon fiber, and metal. Powertrains range from the 590-CV (582-hp) twin-turbo Nettuno V6 in the GranTurismo and GranCabrio Trofeo to a 390-CV (385-hp) Nettuno-powered Grecale, alongside the all-electric Folgore variants.

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The refreshed cars then made a public appearance at the 2026 Goodwood Festival of Speed before duPont REGISTRY had the opportunity to experience the new range on the road during Maserati’s international media drive in Trieste. That Italian setting returns in the campaign itself, with closing scenes taking place in Piazza Unità d’Italia, tying the film back to Maserati’s broader “Italian Gran Turismo: Effortless Luxury Performance” identity.

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Images: Maserati

Khris Bharath



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