Maserati revamps to join the growing flock of electric car manufacturers
22 March 2022
Maserati has announced it will follow other electric car manufacturers by focusing solely on battery-electric vehicles (BEVs).
At its annual conference, the premium Italian manufacturer, which is Stellantis’ only luxury car brand, said it would offer electric versions of all its models by 2025 and transition to just all-electric sales by 2030.
Maserati recently revamped its brand, launching a new all-electric range, called Folgore. This will include the new GranTurismo, the first Maserati car to adopt a 100% electric drivetrain.
The BEV is manufactured at the Mirafiori car production site and will hit the market in 2023. The next-generation car, which has become an icon for the brand, promises to deliver cutting-edge technical solutions derived from Formula E, combined with what Maserati calls ‘superb performance, comfort and elegance.’
The Italian carmaker will also make an electric version of its all-new Grecale SUV, as well as adding other luxury sports cars and convertibles to its premium lineup. This includes the MC20 super sports car, the Quattroporte sports sedan, and the full-size Levante SUV. The carmaker is hoping to attract more customers with its electric lineup in all its market segments.
Maserati said it would be the first Italian luxury brand among electric car manufacturers to roll out a battery-electric sports car as it plans to electrify each of its market segments. Other luxury sports car brands, including Porsche, Ferrari, and Lamborghini have also announced electrification plans in recent months, with Porsche having already released its first electric-vehicle – the Taycan.
Compared to traditional OEMs, luxury carmakers have been slower to adopt electric vehicles as their cars traditionally rely on powerful fossil-fuel-based engines.
‘All the brand’s new models will be developed, engineered, and produced 100% in Italy, and will be adopting electric powertrains, to bring great innovation and high performance, both typical of Maserati’s DNA,’ the company said. ‘Maserati is the first Italian luxury car brand to produce full-electric models.’
Racing towards electromobility
Maserati’s parent company Stellantis announced its ‘Dare Forward 2030’ strategic plan earlier this month, with the 14-brand conglomerate expecting BEVs to make up 100% of its sales in Europe and 50% in the US by 2030. Maserati’s announcement is in line with Stellantis’ overall electrification goals. Stellantis wants to become a mobility tech company as it increasingly focuses on electric mobility, autonomous driving, and connectivity.
Last year, Maserati saw robust growth, delivering around 24,000 luxury vehicles worldwide, an increase of 41% year on year. It is now clearly shifting up a gear towards an all-electric future. The carmaker recently said it would return to racing in the all-electric motorsport series, Formula E, in 2023.
The carmaker is speeding towards electromobility, with its Trident brand offering several electrified models, including its first hybrid, the Ghibli, as well as the Levante. Maserati changed course in 2019, when it announced long-term goals for all-new models to be developed, electrified, and produced in Italy, with those plans now taking more shape.