Maserati’s story is a classic Italian drama – five brothers, a relentless focus on speed, landmark road cars, and a century of reinvention. From the racing-bred Tipo 26 to the modern MC20 and the Folgore electrification push, Maserati transformed from a Modena racing workshop into one of the most desirable luxury-performance marques in the world. This deep dive traces the milestones, innovations, and pivotal decisions that built the Maserati legend.
Origins: The Maserati Brothers and a Racing Obsession (1914-1937)
Maserati began in 1914 in Bologna as a small automotive workshop run by the Maserati brothers – most notably Alfieri, Ettore, and Ernesto. Early work was focused on tuning and preparing cars for competition; racing was not just a marketing tool, it was the company’s raison d’être.
The first true Maserati – badged race car, the Tipo 26, debuted in 1926 and immediately set the tone: lightweight engineering, high-revving engines, and a hunger for victory. The brothers’ hands-on racing culture established the DNA that would define Maserati’s products for decades.
Why it mattered: Racing success gave Maserati technical credibility and a brand story – one that linked its road cars directly to the track.
Post-War Reinvention: Road Cars and Grand Touring (1947–1968)
After World War II, Maserati pivoted from pure racing to road-going Gran Turismos while maintaining its sporting soul. The A6 series and, crucially, the 3500 GT (introduced in 1957) proved that Maserati could build refined, fast cars for wealthy grand-tourers. It was a massive step into series production, with a total of approximately 2,226 units (coupes and convertibles) built between 1957 and 1964.
The 1963 Quattroporte then invented a new niche: the high-performance luxury saloon. In its first generation (Tipo 107, 1963–1969), only about 762 units were produced, cementing its exclusivity and proving Maserati’s ability to blend comfort with a 4.2-litre V8 engine. These models expanded Maserati’s customer base from racing teams and wealthy privateers to affluent enthusiasts seeking daily – usable performance and style.
Pivotal models: 3500 GT (road-going credibility), Quattroporte (luxury performance segment boss).
Ownership Changes and Survival (1968–1993)
The next decades tested Maserati’s resilience. In 1968, Maserati was taken over by Citroën, an alliance that produced some technological cross-pollination (including the V6 development for the Citroën SM), but also left Maserati vulnerable to Citroën’s financial troubles.
In 1975, Alejandro de Tomaso rescued the marque, steering a leaner product line through the 1980s. This era produced striking designs (Bora, Merak) but was also marked by financial instability and changing ownership – a recurring theme in Maserati’s modern history.
Why it mattered: Ownership changes interrupted continuity but kept the marque alive – preserving the platform for future revival.
It, Fiat, Ferrari Influence and the Modern Revival (1993–2006)
When Fiat gained control in 1993 and later placed Maserati under Ferrari’s stewardship in the late 1990s, the brand received the resources and engineering rigour it needed. Ferrari-era investments gave rise to the 3200 GT, the Maserati Coupé/Spyder, and eventually the celebrated GranTurismo (2007).
The Ferrari relationship brought modern engine development, tighter quality control, and renewed prestige – reconnecting Maserati to cutting – edge sports – car engineering.
Turning point: Ferrari’s involvement professionalised Maserati’s product development and helped it compete again in global premium markets.
Return to Racing – MC12 and Motorsport Glory (2004–2007)
Maserati staged a deliberate motorsport comeback with the MC12, a limited-production road car developed to homologate a GT1 racer. The MC12 dominated the FIA GT Championship, proving Maserati could still win on the world stage.
Between 2005 and 2010, the MC12 GT1 race cars accumulated a total of 14 titles (including the Manufacturers’ Cup, Teams’ Championships, and Drivers’ Championships) in the FIA GT series, including three overall victories at the prestigious Spa 24 Hours. Motorsport success reinforced the brand’s sporting cachet and helped justify exclusive, halo road models.
Legacy: MC12 reminded the market that Maserati’s race pedigree remained authentic and relevant.
Expansion: SUVs, New Markets and the Grecale/Levante Era (2014–2020)
In the 2010s, Maserati broadened its range to grow sales and broaden its appeal. The Levante SUV (2016) and the smaller Grecale diversified Maserati’s portfolio – tapping the lucrative luxury SUV market without abandoning sporting intent.
This was a necessary business pivot; for context, Maserati’s total production output surged to 35,000 units in 2018, primarily driven by the success of the Levante and Ghibli. These models helped stabilise the business model.
Strategic aim: Capture market share and profitability with SUVs while preserving the brand’s sporting halo.
MC20 and a New Technological Boldness (2020–Present)
The MC20 (introduced in 2020) was Maserati’s statement car for the new era: a mid-engine supercar with a bespoke Nettuno V6 engine.
The 3.0L twin-turbo V6 uses a unique Formula 1-derived pre-chamber combustion system to deliver 630 PS (621 hp) and 730 Nm (538 lb-ft) of torque, launching the car from 0–100 km/h in under 2.9 seconds and to a top speed of over 325 km/h.
It signalled Maserati’s intent to be a technological leader again.
Significance: MC20 reasserted Maserati’s sports-car credibility and prepared the brand for electrification.
Electrification Strategy: Folgore and the Road Ahead
Maserati’s recent strategy centres on Folgore – the name given to the brand’s electric performance sub-range – and a robust roadmap.
Maserati has committed to offering an electric option for every model in its lineup by 2025 and plans to phase out all internal combustion engine (ICE) models by 2030, transitioning to a full-electric portfolio.
This is the contemporary pivot that will define Maserati’s standing in the next decade.
Why this matters for buyers/collectors: Maserati’s EV plans will determine how the brand retains its emotional driving character while meeting regulatory and market shifts.
Business Lessons: Branding, Scarcity and the Halo Effect
Across its history, Maserati shows a few consistent business patterns:
- Race→Road halo: Motorsport created a brand mystique that translated into a higher willingness to pay for road cars. The MC12 era is a classic example.
- Scarcity as strategy: Limited editions and low production volumes preserved exclusivity and desirability – central tenets in luxury car positioning.
- Platform leverage: Sharing components with corporate siblings (under Fiat/Chrysler/Stellantis) helped Maserati scale production and control costs without diluting brand identity.
Iconic Models That Defined Maserati
| Era | Model | Why It Matters |
| 1950s | 3500 GT | Proved Maserati could make a refined grand tourer for wealthy clientele. |
| 1963 | Quattroporte | Invented the luxury-performance sedan category – a Maserati signature. |
| 2004 | MC12 | Racing comeback; GT success reinforced sporting credibility (14 FIA GT titles). |
| 2007–20 | GranTurismo / GranCabrio | Modern grand tourers that revitalised Maserati’s showroom appeal. |
| 2016 | Levante | SUV that widened market reach and improved business sustainability. |
| 2020 | MC20 | The modern halo supercar sets the technological and emotional tone for the brand. |
Maserati’s Cultural Impact and Design Language
Maserati’s styling has always married elegance with aggression: long hoods, fastback profiles, and three – slit grilles that read as both aristocratic and athletic. Collaboration with legendary designers (Giorgetto Giugiaro, Pininfarina, etc.) and coachbuilders in Maserati’s early years created a visual language that remains aspirational.
This design continuity helps Maserati maintain brand recognition in an increasingly crowded luxury market.
Challenges & Risks Ahead
No brand is immune to disruption. Maserati faces notable challenges:
- Electrification trade-offs: Preserving engine character – especially the emotional V8/V6 roar – in electric vehicles is a design and engineering puzzle.
- Competition: Rival luxury marques (Porsche, Aston Martin, Ferrari, Bentley) all push innovation and exclusivity, forcing Maserati to continuously demonstrate unique value.
- Scale vs exclusivity: Growing sales (via SUVs) helps finances but can dilute exclusivity if not managed carefully.
Conclusion – The Maserati Myth, Rebuilt for Tomorrow
Maserati’s journey is a study in reinvention. From the Maserati brothers’ workshop to Citroën and De Tomaso turbulence, through Ferrari’s stewardship, to the modern MC20 and Folgore electrification plans, the brand has repeatedly redefined itself while preserving a core thesis: luxury and performance must coexist.
Today, Maserati stands as a luxury marque with genuine sporting roots and a clear – if challenging – path to electrification. For enthusiasts and buyers, its history offers both romance (race wins, coachbuilt elegance) and practical lessons: brand heritage endures when matched with engineering excellence and thoughtful business strategy.