“When you’re 110 years old, reinvention becomes a responsibility.” That’s how Giovanni Perosino, Chief Marketing & Communication Officer at Maserati, begins our conversation in Dubai. It’s his first official visit to the region, but the message is clear: Maserati is not just revisiting its legacy – it’s actively reshaping it for the future. And the Middle East is a key part of that transformation.
Under Perosino’s leadership, Maserati is not simply evolving – it’s expanding. Not just in horsepower, but in vision. Through bold personalization programs like Officine Fuoriserie, electric innovations like Folgore, and design collaborations, the luxury vehicle manufacturer is carving a new chapter of modern Italian luxury.
Unveiled in March 2025 at Maserati’s historic Modena plant, Officine Fuoriserie is the brand’s most expressive gesture yet – an atelier where every Maserati is a blank canvas and every client, an artist. It’s personalization elevated to an art form. “Fuoriserie is not a customisation program,” says Perosino. “It’s a philosophy. It’s about offering something you deserve—not something you need.”
At Fuoriserie, no two cars are the same. Clients work hand-in-hand with Maserati designers, curating every detail – from heritage-inspired liveries to avant-garde paint treatments, right down to stitching inspired by personal narratives. It’s here that cars become stories.
The GranCabrio Tignanello, for example, was born from a collaboration with famed Italian winemaker Marchesi Antinori. It was brought to life to commemorate the 50th anniversary of Antinori’s renowned Tignanello wine, a Super Tuscan as bold and pioneering as the pursuit of the open road. With hues echoing the deep reds of Tignanello wine and interior accents inspired by vineyard terroir, it’s a Maserati that tastes as rich as it drives. Living life in the fast lane never tasted so good.
“In the future, personalization will go beyond paint and trim,” Perosino adds. “We’re already seeing collectors come to us with passions that span art, fashion, and even furniture. One customer – a Kandinsky enthusiast – asked for an MC20 Cielo inspired by his art. We made it happen. It took four months, and the result was a mobile Opera d’Arte (Italian for ‘masterpiece’).”
Maserati sees clear potential for expanding Fuoriserie beyond Italy. The Middle East, especially Dubai, is a strong contender. “The appetite for luxury and individuality here is undeniable,” says Perosino. “While our Fuoriserie workshop is in Modena, I can see a future where Dubai has its own dedicated space for this experience. This region understands the language of bespoke.”
And that language extends beyond cars. If GranTurismo once referred to a journey through Italy’s rolling hills, living GranTurismo is Maserati’s contemporary take – one that blurs the line between automotive and lifestyle. The car is just the beginning. “When you step into a Maserati, I want you to experience Italian excellence in every sense,” Perosino says.
Giorgetti and Maserati came together for Milan Design Week 2025 to unveil a refined interior collection and a one-off Grecale Folgore, blending timeless elegance with cutting-edge innovation.
Crafted by Officine Fuoriserie in Modena, the fully electric Grecale Giorgetti Edition features a custom Gleaming Dusk body color, copper accents, and 21” Glossy Black wheels.
The eight-piece Giorgetti Maserati Edition includes sofas, armchairs, poufs, and sculptural coffee tables – each inspired by nature, the sea, and automotive design, merging craftsmanship with dynamic sophistication.
It’s a sign of how seriously Maserati is investing in design culture. “These pieces don’t scream branding,” notes Perosino. “They whisper it. Subtle. Sophisticated. Just like our cars.”
Of course, no conversation about Maserati’s future is complete without Folgore, the brand’s all-electric chapter. While rooted in legacy, Maserati is looking forward – and that includes electrification. The launch of the Grecale Folgore in the Middle East marks a major milestone in the brand’s Folgore (electric) journey. But even in its most futuristic expressions, Maserati remains true to its racing soul, design elegance, and Italian craftsmanship – values that are central to the Trident’s DNA. “With Folgore, we’re proving that you can go electric without losing Maserati’s soul, Elegance, performance, and design are non-negotiable,” says Perosino.
Maserati, no longer just a luxury automaker, is becoming a curator of modern Italian identity—crafting experiences, stories, and products that reflect a timeless elegance reimagined for the now. “We’re not just building cars anymore,” reflects Perosino. “We’re building culture. Stories. Objects of desire.” That’s not just reinvention. That’s redefinition.