Maserati Seeks to Stand Out by Making Exciting Electric Vehicles

In an interview with Dezeen, Maserati CEO Davide Grasso explained what the vehicle brand is doing to make sure its electric cars offer as good a driving experience as those powered by internal combustion engines. In response to a query from Dezeen, Grasso specifically addressed the idea that electric vehicles are less interesting than fossil-fuel-powered vehicles.

According to Grasso, Maserati just revealed an electric vehicle during Milan Design Week 2023 which the company anticipates is going to be as charismatic as its gasoline-powered sports vehicle, which made a name for itself. In his remarks, Grasso maintained that even though the combustion engine played a significant role in earlier models, the enjoyment of driving could be preserved even if it had been replaced by an electrical propulsion system.

Grasso, who took over as the company’s CEO in 2019, asserted that Maserati does not sell engines but rather luxurious experiences while driving and that the objective is to deliver the same standard-level experience using an advanced system of electric motors as opposed to that of a combustion engine. By strategically situating the motors, Maserati hopes to duplicate the sensation of operating its combustion-powered sports vehicles in electric versions, according to Grasso. In addition, Maserati vehicles have a long snout because the old internal combustion engine was on the axis, which gives them a special form of drivability that makes them handle absolutely differently from any other car.

According to Grasso, these modifications will ensure that Maserati’s electric vehicles maintain their distinctive character. Maserati also wants to create a sound for its electric cars that embodies the brand’s spirit. The sound, which took more than 18 months to create, originates from electric motor noise.

The Gran Turismo Folgore from Maserati, which will be offered this summer for sale, is the company’s first entirely electric car and a key component of its 2030 goal to only sell electric vehicles. Grasso, however, thinks that the company may eliminate conventional vehicles earlier than its own deadline because of the quick acceptance of electric vehicles.

Despite its present plans to continue producing sports cars with internal combustion engines for the following seven years, Maserati is dedicated to building electric vehicles, according to Grasso. He referred to the company’s last few combustion engine vehicles as the “last dance,” calling people who still use them “old-fashioned.” But for the time being, people are being offered the option to decide whether or not to transition from the ICE vehicles.

Maserati is one of a number of manufacturers that will have their vehicles all-electric in 2030, along with Bentley, Fiat, Volvo, Buick and Mercedes-Benz.

As more legacy automakers fully electrify their fleets, EV startups such as NIO Inc. (NYSE: NIO) will have to do even more to retain and even grow their market share in an increasingly crowded industry characterized by legacy vehicle manufacturers with a lot more experience and deeper pockets.

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