Maserati Turns Italian Hotels Into a New Way to Meet Its Cars: No Prices or Dates Yet
media.stellantis.com
Maserati and Egnazia Ospitalità Italiana launch Italian Way of Driving, pairing luxury stays with GranTurismo, GranCabrio and Grecale road routes across Italy.
Maserati has found a new way to meet potential buyers — not a dealership, but an Italian hotel. The brand has teamed up with Egnazia Ospitalità Italiana to launch Italian Way of Driving by Maserati, a program that combines stays, driving routes and visits to the brand’s own spaces in Modena.
The project’s main hub will be Borgo Egnazia. The program will also extend to hotels in Puglia, Basilicata, the Dolomites and Sardinia. On the Discovering Puglia route, guests will be offered a GranTurismo and GranCabrio, while a Grecale crossover has been chosen for drives through Matera, mountain roads and the Costa Smeralda.
Guests staying at Egnazia will be able to visit the Maserati showroom on Viale Ciro Menotti, and learn about the Fuoriserie personalization program and the Classiche restoration division. Dealer events with a fleet of Grecale models are also planned in Puglia and the Dolomites.
32CARS.RU previously reported how Maserati uses Modena, the brand’s heritage and the Fuoriserie program to promote its cars beyond the traditional dealership floor.
There is an important caveat: Maserati has not disclosed pricing, route duration, fleet size or booking terms. For now, Italian Way looks more like a targeted marketing channel for guests of select hotels than a fully formed travel product with clear conditions.
The format makes sense for the brand: a potential buyer experiences the car in a fitting setting and immediately sees what personalization can offer. The real measure of the partnership won’t be the number of scenic routes, but how many of those drives end with a visit to a dealer or an order.
