A sports car may be a midlife crisis mobile for many, but Maserati doesn’t see it that way. The Italian automaker is shifting its future focus to generation Alpha and Gen Z.
At the unveiling of the brand’s refreshed vehicle lineup, Maserati’s Chief Marketing Officer Cristiano Fiorio outlined why younger generations are a target for the trident. He said:
“In a commoditized world, these people will grow up seeking real emotion and authentic experiences. Trends and research shows that Generation Alpha and Generation Z are increasingly becoming ‘retro seekers.’
They are attracted not only by commodities but also by true stories. Authentic stories that cannot be manufactured overnight. For Maserati that authenticity comes from 122 years of history.”
So while a larger portion of investment bankers and middle managers who want to inject some excitement into their life can afford a Maserati, the company seems to be leaning towards a younger customer base. Still, the Modena-based manufacturer doesn’t do cheap, so specific targeting might have to focus on Tech Bros, people with more inheritance money than sense, and folks who know how social media actually works.
It’s a bold move, which accompanies a bold mid-cycle refresh. But given Maserati’s problems, it could be argued that drastic action needs to be taken by the iconic Italian marque. Plus, it’s not the wildest move that the company has made in recent months.
Despite the acknowledgement of the company’s history and the apparent retro-focus of its new targeted customer base. There are no new vehicles in the lineup, instead the 2027 model year is more of a refresh. It takes heavy inspiration from the MCPura, Maserati’s last new supercar (which itself shares a lot of DNA with the MC20 it replaced). But there are a few touches which shows the new lineup has moved forward.
What’s new with Maserati’s 2027 lineup
The biggest news centers on the frankly excellent 3-liter Nettuno V6, which has received a bit of a power boost. The engine that you’ll find in a GranCabrio and GranTurismo now has an output of 582 horsepower, about 40 more than the previous generation. In the Grecale SUV, the Nettuno V6 has also received a bit of a boost and now puts out 582 horsepower.
That power boost is certainly welcome, though Maserati tends to focus more on handling and style rather than raw grunt. The GranTurismo and GranCabrio sit in a competitive class, with the likes of the 911 Carrera S operating in the middle ground, the Mercedes GT63 sitting at the higher end, and the BMW M8 Competition providing a solid choice at a lower price point. Pushing close to 600 puts the GranTurismo and GranCabrio amongst the most powerful vehicles in their class.
Maserati’s Sportivo exhaust also enhances the vehicle’s sound and adds to the overall experience. Said exhaust now comes as standard on all ICE trims Maserati offers in North America. All versions of the vehicle now come with all-wheel drive as standard along with air spring suspension and adjustable ride height. A “country” driving mode also features on some trims, which ups the vehicle’s ride height by 20 mm (around ⅔ inch).
On the electric front, Maserati has extended the Folgore’s range to over 250 miles. There are also numerous aerodynamic and aesthetic updates to the sportier side of Maserati’s lineup. This starts with a redesigned front end which uses a central splitter to increase front downforce, features redesigned air intakes, and creates an external “air curtain” with its overall shape.
The front now looks far more muscular and powerful than the previous GranTurismo and GranCabrio. It’s a step away from its sleek Italian roots, but could finally help the Trident crack the US market. Several new color options are available, including: Green Jupiter Matte, Blu Denim, Bronzo Lucido or Matte, Grigio Mistero, Rosso Velluto, and Oro Lirico.
Inside, the steering wheel is now “racing inspired” while the PRND selector has received a premium metal redesign. A parking function has been added to the steering wheel’s paddles, and the graphics for the digital interface have also had a rework.
A driver distraction and fatigue monitoring system is also present, which could be one of the more controversial aspects of the reworked performance vehicles.
Maserati’s SUV has had a refresh too
On the Grecale, the electric “Folgore” variant now has up to an extra 33-miles of range depending on what wheels you select. The entry-level Grecale V6 now packs up to 32% more torque compared to the 2-liter mild hybrid powertrain it is replacing.
Various changes have been made to the interior and exterior of the GranTurismo, GranCabrio, and Folgore with the most notable being a lower and more pronounced front fascia. The bumpers and grilles are notably more prominent, giving a “shark nose” effect. Two new wheel designs and a few new colors are available when designing the vehicle.
Internally, Maserati says it has updated “all driver contact points with the cabin.” The steering wheel geometry has changed too, it’s now octagonal. A newly redesigned PRND selector using what Maserati describes as “capacitive haptic technology” also makes an appearance. “Real metal buttons” are also present, adding to the various tactile and quality of life improvements the vehicle offers.
Maserati’s refreshed 2027 lineup is set to hit dealerships later in 2026.
