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Maserati Korea Ushers In New Era With Debut Of Luxury Models
The Italian luxury car brand Maserati is embarking on a new chapter in the Korean market. On 3 July 2024, the 'Maserati Korea: Dawn of a New Era' event was held at Dongdaemun Design Plaza (DDP) in Seoul. Maserati CEO Davide Grasso, Chief Commercial Officer Luca Delfino, and Takayuki Kimura, the Managing Director of Korea and Japan, attended the event, expressing their commitment to the launch of Maserati Korea.
Maserati's global strategy includes expanding its presence across over 70 countries with an 86% export rate. The brand is making significant investments in proprietary engines and interior design enhancements to bolster its influence. This strategic change highlights Maserati’s dedication to offering exceptional Italian luxury vehicles and services to clients in Korea.
At the event, Maserati Korea unveiled its core strategies aimed at strengthening the heritage and key values of the luxury car brand. To mark its launch, Maserati Korea introduced for the first time in Korea the New GranTurismo and New GranCabrio. These models are equipped with V6 Nettuno Engine 100% developed and produced by Maserati. Each new model will showcase Italian artistic heritage and craftsmanship.
Maserati Korea also announced strategies to deliver an elevated customer experience. By strengthening the network, including after-sales services, it plans to enhance customer touchpoints and improve satisfaction and service quality. Additionally, Maserati aims to amplify the customer experience through its first integrated loyalty program, 'Tridente', launched in June last year.
The New GranTurismo is a two-door coupe armed with timeless design and innovative technology. Built around unparalleled dynamic performance, luxurious craftsmanship from the finest materials, and a comfortable ride, it offers an extraordinary journey full of joy and excitement beyond mere transportation. Adding to its uniqueness to this launch event, Maserati has introduced the New GranTurismo One Off Prisma.
This special edition features a hand-painted finish with 14 different colours, including 12 of the most popular exterior colours from previous GranTurismo models. More than 8,500 letters are hand-applied and hand-varnished one by one, making it a true work of art.
Customer Experience Enhancements
The GranTurismo and The GranCabrio exterior maintain Maserati's classic balance with a long bonnet, intersecting central body, and sporty proportions. The front features Maserati's new light signature with vertical lights and the iconic 3D Trident logo. The rear boasts boomerang-shaped LED taillights creating a bold impression unique to the New GranTurismo.
The interior combines functional and aesthetic elements through state-of-the-art technology and craftsmanship. Ergonomically positioned displays offer luxury within a sumptuous interior featuring perforated leather and other premium materials. The powertrain embodies potent motorsport DNA equipped with a 3.0-litre twin-turbo V6 Nettuno engine based on F1 pre-chamber combustion technology.
Innovative Features
Key convenience features include the latest Maserati Intelligent Assistant (MIA) multimedia system which organizes frequently used functions into multiple tab-based screens for one-touch activation. Furthermore, Maserati Connect provides various connectivity services supporting safety, navigation, entertainment, and convenience.
The immersive Sonus faber audio system by Italian sound specialists delivers rich sound while advanced driver assistance features ensure a delightful driving experience in any situation. The New GranCabrio features a canvas soft top that can be opened in just 14 seconds at speeds up to 50 km/h with a single touch.
Commitment to Excellence
Maserati CEO Davide Grasso stated: "We are thrilled to embark on this new journey with our Korean customers... We proudly celebrate 110 years of 100% Italian craftsmanship this year." Chief Commercial Officer Luca Delfino added: "Korean customers have a profound appreciation for luxury... We feel at home in Korea."
Takayuki Kimura emphasized: "Maserati Korea is committed to enhancing its dealership network... With this transition... we are poised to further elevate the luxury automotive landscape in Korea." These statements reflect their dedication to ensuring success in this market.
Maserati S.p.A produces unique cars recognized for their extraordinary personality thanks to their style, technology, and exclusive character. They delight discerning tastes globally with successful cars redefining Italian sports car design, performance, comfort, elegance, and safety available in more than 70 markets internationally.
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