Ferrari's Investment in Maserati is Confidence Inspiring
Under the careful guidance of Ferrari, Italian sport/luxury brand Maserati has blossomed in recent years. Capping off its initial success, and in anticipation of the all-new Quattroporte super sedan, the company celebrated the official inauguration of a new showroom at Maserati headquarters.
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| Maserati celebrated the official inauguration of a new showroom at their Italian headquarters on October 7th. (Photo: Maserati) |
Maserati's CEO and Managing Director, Antonello Perricone took part in the October 7th ceremony, as did architect Ron Arad, who designed the building's interior. Like the elegant contemporary lines of the Trident marque's cars, the new showroom is a stunning example of flowing lines and innovative structure. The production workshops that sit next to the showroom have also been redesigned to be complimentary.
Arad, born in Tel Aviv, Israel in 1951, created the new showroom's interior and its most prominent highlight, a massive 10-ton, 80-meter long futuristic loop that circles throughout the room. Composed of 21 individual sections the loop's construction was complex to say the least, fabricated on a wooden frame with "radiating branches", akin to an airplane's wing. Finishing it off is a combination of fiberglass and carbon, in true motorsport fashion.
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| The new showroom is a stunning example of flowing lines and innovative structure, with the complete Maserati model lineup on display. (Photo: Maserati) |
What does it do? The complete Maserati model lineup is displayed mid-air, a stunning sight enhanced with classic Maseratis from the marque's rich history. Off to the side is a merchandising center as well as the Officine Alfieri Maserati personalization area. North American clients taking European delivery can do so here, as can European clients, while the space is also perfect for special presentations and press conferences.
Most importantly, the solid investment by Ferrari in the Maserati brand builds confidence in the marque's future. Now Ferrari has the ability to create and distribute less expensive sports cars and GTs, as well as sedans and even an SUV, without tarnishing the prancing horse brand image. Enzo, who for years toyed with a Ferrari sedan, would be thrilled at the prospect.