ITALIAN LUXURY BRAND MASERATI STARTS CELEBRATION OF FIRST 100 YEARS

Over the past 100 years Maserati cars have never been as popular and successful as they are now, not only in the Middle East region but worldwide. This popularity is mainly due to the impressive and extremely fun-to-drive all-new Quattroporte and all-new Ghibli, as well as the extremely well-performing and good-looking GranTurismo.

So with the month of December Maserati officially enters the 100th year of its history. It does so in a period of unprecedented health and unparalleled growth. More than 23,000 orders worldwide up to date are propelling Maserati into a new dimension. Today Maserati is amongst the fastest growing brands in the United States and a concrete reality in nearly 70 markets in the world, starting with China, Maserati’s second largest commercial reality on the planet.

A company 100 years young, Maserati showcased only days ago at the Los Angeles Auto Show its new brand look and marketing communication campaign. Both are inspired by “ The Opposite of Ordinary” concept, a testament to the company’s first 100 years and a guideline for the next 100. For, as the whole history of Maserati proves, while some automobiles are inspired by basic geometry, Maseratis are simply inspired.

Maserati was founded in Bologna, Italy, on December 1, 1914 and officially started operation on December 14, 1914. The nucleus of the company was then represented by Alfieri Maserati and two of his brothers, Ettore and Ernesto. They all had an interest in mechanics and a love for speed. Though engaged in all matters technical and commercial of their new enterprise, they all at one point sat behind the steering wheel of their racing cars in the golden days of motor racing. A fourth brother, Bindo, joined the company when Alfieri died in 1932. A fifth brother, Mario, is credited with designing the famed Maserati logo, drawing inspiration from the Neptune fountain in downtown Bologna.

Maserati produced its first car in 1926 – a race car named Tipo 26. It debuted with a victory in the 1926 Targa Florio, the first of an endless string of wins which include two editions of the Indianapolis 500, 9 wins in Formula One and the 1957 F1 World Championship. In 1947 Maserati stunned the world with its first passenger car, the A6 grand tourer. And in 1963, with the first generation Quattroporte, Maserati gave the automotive market a car that simply wasn’t there – the world’s first sports luxury sedan.

In terms of product range, the Centennial could not have come at a better time, with models such as the brand-new Quattroporte and Ghibli drawing inspiration from a long tradition of successful automobiles which have each redefined Italian sports cars in terms of style and performance, comfort and elegance – and are now taking the world by storm.

Maserati is planning a long series of activities to celebrate its first 100 years as events will be organized in all major Maserati markets in the world. The zenith of the year-long activity will be the official Maserati gathering in Modena from September 19 through September 21, 2014. An estimated 250 Maserati models will convene in Modena from all over the world. The three-day program will include drives on scenic Italian roads tied to Maserati’s history and multiple sessions on racetrack. A full and detailed program of the event will be released at a later date.

In the second half of 2014, Modena will play host to an extraordinary exhibition of some of the most evocative models in Maserati’s history. The Museo Casa Enzo Ferrari will show a special display of Maserati’s many iconic models, both passenger cars and race cars, all brought together because they hold special significance in the history of Maserati.

The first tangible sign of the celebration for Maserati’s 100 years is the official Centennial book, to be released the first week of December and formally presented at the Maserati HQ showroom in Modena on Friday, December 6. “Maserati – A Century of History” has been written by four highly qualified authors and chronicles the Maserati century along three main themes: company history, model range, motor sports.

The Maserati Centennial year will officially end on Sunday, December 14, 2014, with a dedicated event.

Stay tuned for more pictures and article about the Maserati celebrations, soon here on autoarabia.org and on our Auto Arabia Facebook Group.

MS
02.12.2013
Modena - Dubai - Cairo