Maserati in Modena offers a glimpse into the future of high-end automotive luxury by returning to its roots. The small Italian city with global influence remains a place where advanced engineering meets exceptional craftsmanship.
As the global automotive industry undergoes one of the most dramatic periods of transformation in its history, I visited Maserati’s home to explore how a 110-year-old brand is preserving its core values, writes Rosselina Petkova, editor-in-chief of Bloomberg Businessweek.
When I arrived at the brand’s historic plant on Via Ciro Menotti, my aim was to understand how one of the world’s most iconic luxury carmakers is navigating the automotive industry’s most challenging era—the age of electrification and digitalisation—without losing its unique identity.
The Factory: Where Craftsmanship Meets the Future
Stepping into Maserati’s production process in Modena is an experience that reshapes your perception of modern car manufacturing. While mass-market manufacturers rely on full automation and robotic assembly lines, where human hands are the exception rather than the rule, the atmosphere here is closer to a haute couture atelier than an industrial giant.
Every Maserati is assembled with surgical precision. During a tour of the entire production process, from the initial preparation of the chassis to the finishing touches on the interior, I witnessed a unique symbiosis. On one side are state-of-the-art measurement and diagnostic technologies; on the other, master craftspeople carefully inspect every stitch in the Poltrona Frau leather, every carbon-fibre component and every layer of the bespoke paintwork created through the Fuoriserie personalisation programme.
Particularly impressive is the engine test facility. Here, the legendary Nettuno V6 twin-turbo engine, developed entirely by Maserati and featuring patented Formula 1-derived technology, undergoes rigorous testing. At a time when many brands simply buy ready-made platforms and powertrains, Maserati insists on building its own “heart”.
This commitment to tradition and unwavering determination to preserve the Italian spirit are more than marketing. They are the capital that allows the brand to offer not merely a means of transport, but emotion, status and culture.
A Test Drive Around Modena: A Three-Act Symphony
Having seen how these machines are made, it was time for the real test—the road. The route around Modena combined scenic bends through the hills of Emilia-Romagna, narrow cobbled city streets and fast motorway stretches. That day, I had the opportunity to drive three key models, each revealing a different facet of Maserati’s character.
Grecale: Everyday Practicality Without Compromise
The drive began with the Grecale, the model tasked with introducing Maserati to a broader audience and making the brand part of everyday life.
Despite its raised crossover profile and generous interior space, the Grecale made a strong impression from the very first kilometres. The air suspension and exceptionally quick steering rack give it the agility of a sporty saloon rather than a heavy SUV. Here, Italian luxury is seamlessly translated into the language of modern urban life. It is equally suited to business meetings during the week, family journeys and weekend escapes—all without sacrificing sporty elegance or the brand’s distinctive character.
GranTurismo: The Ultimate Expression of Italian Engineering
Moving into the new Maserati GranTurismo was the moment the test drive reached its most exhilarating rhythm. Ever since the brand introduced the legendary 3500 GT in 1957, the Gran Turismo concept—a car capable of covering long distances at impressive speeds in complete comfort—has been central to Maserati’s identity. This latest generation is a true masterpiece.
Behind the wheel, the experience feels close to perfection. The interior strikes a rare balance: clean design and impeccable natural materials, without unnecessary buttons, yet never cold or overly digital. The traditional dashboard clock has been transformed into a smart display that discreetly switches between a compass, G-forces and Maserati’s classic clock face.
When I pressed the start button on the steering wheel, the Nettuno engine came to life with a deep, thunderous growl. On the roads around Modena, the GranTurismo is simply phenomenal. Its low centre of gravity and lightweight coupé body deliver surgical precision through every corner. Acceleration is uncompromising, visceral and pure, yet wrapped in the aristocratic refinement that makes the car equally at home on a circuit or outside Milan’s La Scala. Without doubt, it is one of the most compelling cars in the range—the choice for those who seek confident, timeless luxury.
GranCabrio: Open-Air Freedom
The final car on the route was the GranCabrio, a model I had already had the pleasure of experiencing during test drives in Monaco earlier that spring. If the GranTurismo is built for focus and high speed, the GranCabrio is pure sensory pleasure in the open air. Lowering the fabric roof takes just 14 seconds, turning every note of the Nettuno engine into an acoustic performance that echoes through the vineyards and hills around Modena.
The Maserati Philosophy: Why Tradition Is Its Greatest Asset
In a world where the automotive sector is becoming increasingly uniform and many luxury brands are turning into software companies on wheels, Maserati is taking a different path. The brand is making a deliberate choice to invest in preserving its identity.
By the end of the journey, I understood what makes Maserati such a distinctive name on the global stage.
In a world of rapid change, globalisation and evolving technologies, Italian luxury is not defined by battery output or the size of the dashboard screen. It is defined by history, passion and craftsmanship. Maserati has shown that it can look confidently to the future without losing sight of where it came from.
The drive around Modena was more than a test drive. It was a reminder that when tradition and innovation come together, the result goes beyond the act of driving. It is pure Italian emotion.
Text and photos: Bloomberg TV Bulgaria
