For South African luxury-car dealers and boutique marketing firms, Maserati’s latest brand film signals a shift in how the Italian marque wants its new models to be perceived: not as occasional trophies but as daily drivers that can replace other high-value items.
The film, produced by Think Cattleya and directed by Rob Chiu, follows four characters who hesitate to use a watch, a piece of jewellery, a bottle of Tignanello wine and a suit. The narrative suggests that once a driver sits behind a new Grecale, GranTurismo or GranCabrio, those other luxuries will finally be taken out of storage. The message is clear, Maserati wants the everyday experience of owning a high-performance car to feel as natural as putting on a favourite shirt.
According to Cristiano Fiorio, Maserati’s chief marketing officer, the campaign celebrates the centenary of the Trident logo and the brand’s first racing win. He said the new range “reiterates the feature that has always defined us: Italian Gran Turismo, where design, elegance, Italian style, performance and artisanship come together in a timeless balance of elegance that is never ostentatious but always oriented towards performance.” This is a company claim; independent verification of any sales impact will come later.
The three models featured share a refreshed front end with a shark-nose effect, a design term that describes a more aggressive nose shape meant to improve aerodynamic efficiency. Inside, the digital clock now carries a real metal crown, and the new 3D controls allow drivers to select drive modes with a touch that is described as more intuitive and safer. The steering wheel, described as multi-functional, draws inspiration from Maserati’s racing heritage, offering additional controls without cluttering the cabin.
For local dealers, the emphasis on everyday usability could broaden the potential customer base. Historically, Maserati’s sales in South Africa have been limited to a niche of affluent collectors who view the cars as weekend toys. By positioning the Grecale, GranTurismo and GranCabrio as practical yet performance-focused, the brand may aim to increase turnover-rate and service-centre visits, which are important revenue streams for small-scale dealerships.
From a marketing perspective, the collaboration with agency Migrante, whose founder Leo Ricagni described the work as “a perfect combination of passion, creativity and beauty”, demonstrates how luxury brands continue to rely on high-production-value short films to cut through digital noise. The film will be released in four lengths, 90, 30, 15 and 6 seconds, across Maserati’s social and digital channels from September, with a radio version running alongside. This multi-format approach is typical for campaigns that need to fit both premium video slots and shorter ad breaks.
While the film itself does not disclose any pricing or sales targets, the broader context is a competitive luxury-car market in South Africa, where brands such as BMW, Mercedes-Benz and Porsche also push narratives of everyday performance. Maserati’s attempt to differentiate itself through an “everyday luxury” story may appeal to buyers who want a distinctive badge without the overt flash of a traditional supercar.
For small marketing agencies, the production offers a case study in how to blend heritage storytelling with modern visual techniques. The use of a location in Trieste, Italy, and a soundtrack by Flavio Ibba adds authenticity that can be leveraged in pitches to other high-end clients seeking a similar blend of place-based narrative and product focus.
In summary, Maserati’s new brand film is less about announcing a technical breakthrough and more about reshaping perception. If the campaign convinces South African buyers that a Maserati can be part of their daily routine, local dealers and associated service providers could see a modest uplift in demand. The ultimate test will be whether showroom traffic translates into sustained sales, a metric that will only become clear after the campaign runs its course.
