'Volume is a consequence of what we do. The driver is profitability, because without profitability and quality, luxury doesn’t exist.”
Grasso stopped short of naming any key rivals but he suggested the new EV saloon can stand out on the basis of its overt luxury appeal and “Italian flair”, which will be crucial in cementing the firm’s credentials as a bona fide luxury brand and helping it to maintain the healthy profit margins it achieved in 2022. and come with a lofty price to match, as Maserati moves away from targeting volume sales in the mainstream executive segment.
“We’re making the choice of not doing that,” Grasso said. “As a luxury brand, you want to choose what not to do, and then you choose what to do. This is not where I’m going to play. We are not for everybody. We are for those that are willing to pay a premium to have a unique performance and luxury experience.”
Grasso pointed to the Grecale as a good example of how to translate Maserati’s luxury credentials into a more accessible, volume-friendly package. He highlighted its driver-focused cockpit, rear leg room and attention to detail as differentiators from rivals.
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