Maserati, Lagging in Supercar Competition, Enters Korean Market Directly

Maserati Korea Launches... Two New Car Models Also Unveiled

At the Maserati Korea launch event held on the 3rd at Dongdaemun Design Plaza in Dongdaemun-gu, Seoul, executives including Luca Delpino, Maserati Chief Business Officer (left), Davide Grasso, Maserati Chief Executive Officer (CEO), and Takayuki Kimura, Maserati Korea General Manager (center), are taking a commemorative photo in front of the 'New GranTurismo' and 'New GranCabrio' vehicles, which were unveiled for the first time in Korea on that day. (Photo by Maserati)

Luxury car brand Maserati is launching Maserati Korea to directly target the domestic market without going through the existing local distributor. The strategy is to actively promote publicity and sales strategies, introduce new models, and recover the previously sluggish performance.

On the 3rd, Maserati held the launch event for Maserati Korea at Dongdaemun Design Plaza in Dongdaemun-gu, Seoul, and revealed these plans. Until now, Forza Motors Korea (FMK) had been in charge of the domestic distribution. From the second half of this year, Maserati Korea will be established within the Stellantis Korea business division and will directly manage domestic operations. Although there were initial plans to establish a separate Korean corporation, it was decided to start as a division of the parent company. This decision was based on the judgment that sharing the parent company's technology, personnel, and service network, including certification experts, freely would increase efficiency.

Along with the launch of Maserati Korea, new cars will be actively released, and publicity and sales strategies will be strengthened. First, on this day, Maserati Korea unveiled two models for the first time in Korea: the 2-door coupe 'New GranTurismo' and the 4-seater convertible 'New GranCabrio.' The distinctive Maserati exterior was refined, and the interior was modernized with a 12.3-inch central display, an 8.8-inch auxiliary display, and a 12.2-inch digital instrument cluster. Both vehicles are equipped with a V6 3.0ℓ Nettuno twin-turbo engine. This engine applies dual combustion technology developed based on pre-chamber technology used in F1 race cars. The New GranTurismo Modena trim delivers a maximum output of 490 horsepower and maximum torque of 600 Nm, while the New GranCabrio Trofeo trim offers a maximum output of 550 horsepower and maximum torque of 650 Nm.

Maserati Korea unveiled the 'New GranTurismo Trofeo' for the first time in Korea on the 3rd (Photo by Maserati).

Starting with these, new cars that are 100% designed, developed, and manufactured in Italy will be unveiled every month until December this year. By the end of this year, the 'Folgore' lineup, part of Maserati's global electrification strategy, will also be introduced domestically. Previously, Maserati announced plans to convert all products to electric vehicles by 2025 and to present an entirely electrified lineup by 2028.

Customer response strategies will also be strengthened. The network, including after-sales service (AS), will be enhanced to expand customer touchpoints, and the integrated loyalty program 'Trident,' launched in June last year, will be actively promoted. Attention is focused on whether this can compensate for the somewhat sluggish domestic performance. According to the Korea Imported Automobile Association, Maserati's sales volume shrank from 1,660 units in 2018 to 434 units last year. As of January to May this year, sales amounted to only 128 units, trailing behind Porsche (3,303 units), Lamborghini (155 units), and Ferrari (136 units).

Luca DelPino, Maserati Chief Commercial Officer (CCO), said, "The Korean market forms a very ideal customer base to experience Maserati's innovative products, with a deep understanding of luxury sensibility and Italian craftsmanship." He added, "The launch of Maserati Korea signifies that Korea holds a very important position among the many countries Maserati has entered, and we will satisfy customers by presenting the highest quality products in the Korean market."