Maserati announced it is bringing the Grecale PrimaSerie to the United States, two limited editions of its new 2023 Grecale SUV as an extension of its Fuoriserie customization program.
But unlike Fuoriserie vehicles, Maserati is pre-configuring colors and features in PrimaSerie — or first editions — for its arrival on this side of the pond come fall.
Two Maserati Grecale PrimaSerie models
Maserati is offering the Grecale in three trim levels: the entry-level GT, the mid-range Modena, and the top-tier Trofeo. The first two are hybrids, and the third is a high-performance vehicle using aversion of the V-6 engine from the MC20. In the fall of 2023, an all-electric Grecale is anticipated. Maserati developed the engines as it reduces its reliance on Ferrari-derived engines.
The Grecale’s PrimaSerie models will be offered in two models. The first starts with the top-of-the-line Grecale Trofeo and its 523-horsepower engine. Giallo Corse yellow quad-coat paint, a color exclusive to the Fuoriserie program, is used to distinguish this model. It’s accented with red-gloss brake calipers and 21-inch Crio wheels, while its interior is finished in black with yellow stitching, including PrimaSerie headrest stitching featuring the Maserati trident. There’s also cargo rails on the rear cargo area and a cargo area power outlet.
The other Grecale’s PrimaSerie model is based in the Grecale Modena, with its 325-horsepower mild hybrid 4-cylinder driveline. Offered in Bianco Astro (white) metallic paint, Blu Nobile (blue) tri-coat paint, and Grigio Cangiante (silver) tri-coat paint, all Modena PrimaSeries receive the same stitched seat trim as their Trofeo siblings. But the Modena PrimaSerie’s different hues bring different detailing.
White Modenas receive a red interior with grigio stich and piano black trim and gloss-red brake calipers. The blue Modena wears blue brake calipers and is finished with a black interior with Blu stitch and piano black trim. The silver Modena also has blue brake calipers, but will have a white interior and grigio stitch, along with piano black trim.
A Premium Plus Package, available on all PrimaSerie models, brings a heated steering wheel and windshield washer nozzles, ventilated front seats, heated rear seats, an upgraded 1,200-watt, 21-speaker Sonus Faber audio system and brushed stainless steel sport pedals A Techssistance package adds a head-up display and wireless charging.
Maserati plans to produce 325 PrimaSerie models and are backed by a four-year, 50,000-mile pre-paid maintenance plan. They are slated to arrive at U.S. dealers in the fall.
The rest of the Grecale line-up
Like the PrimaSerie Grecale, you’ll find GT and Modena models get a 2.0-liter turbocharged 4-cylinder engine paired with a 48-volt mild hybrid system powers the GT and Modena models, producing 300 hp in the GT and 330 hp in the Modena. The Trofeo’s 3.0-liter twin-turbocharged “Nettuno” V-6 engine, nicked from the MC20, produces 523 hp.
All models come standard with an 8-speed automatic and all-wheel drive. An air suspension and adaptive dampers are standard on the Trofeo and optional elsewhere, the Grecale is equipped with various driving modes.
Maserati is trying mightily to raise the Grecale’s profile, by showing the Grecale compact luxury SUV at the United Kingdom’s Goodwood Festival of Speed in June, and being taking it on a marketing roadshow in Canada. The company is also offering a new extended warranty program to lend owners peace of mind.
The OEM also partnered with North Sails Apparel in June to launch a capsule collection at the Pitti Uomo men’s fashion show in Florence, Italy. The clothing is made from organic and recycled cotton as well as Gore-Tex Infinium for its collection of performance-oriented jackets, polos and vests.
“The partnership with North Sails emphasizes the close links between Maserati, dynamic performance, and technological innovation,” said Maserati CEO Davide Grasso.
Escalating Maserati’s brand experience
No longer a bargain luxury brand with aging products and subsidized leases, after Maserati’s new corporate parent, Stellantis, put a stop to it, and realigned the brand’s strategy to emphasize class production, not mass production.
To further emphasize its upscale nature, Maserati launched its new Fuoriserie customization program in North America in February 2022. The company created three models to guide customers through the program’s various options. The three models, Corse, Unica and Futura, have three unique design viewpoints.
The Corse Collection is aimed at customers who cherish Maserati’s history and its performance heritage, After all, Maseratis won the Indianapolis 500 in 1939 and 1940, as well as Formula One championships in 1954 and 1957. So this group of vehicles uses historically accurate colors and original components, and modern interpretations of older elements to lend the vehicles a timeless classicism.
The Unica Collection is a different animal. This model looks to trending fashion and contemporary design motifs to lend Maseratis an up-to-the-minute feel.
The Futura Collection is for those who feel the best is yet to come. Its design elements emphasize the latest technology and innovative new materials.
Those interested in the new customization program can visit their nearest dealer, or travel to Modena, where Maserati’s “car tailoring” shop.
Pricing for the new models was not announced.
Certainly Maserati’s efforts are working, with sales rising 24.2% to 7,615 units in 2021, up from 5,766 units in 2020. Through June 30, 2022, Maserati sold 3,830 units according to Automotive News, an annual rate of 7,660 units. But the arrival of the Grecale in a few months should dramatically increase Maserati’s sales, as its one of the industry’s most popular segments.
While some may point out that Maserati’s current sales figures are a far cry from the 12,534 units the OEM sold in 2016, those were accomplished through aggressive use of subsidized leasing. Company executives are striving to improve the quality of its sales and raise average transaction prices as the company increases sales organically.