Maserati decided that picking a car in a browser should feel like walking into a showroom — and rolled out a redesigned online configurator for the GranTurismo, GranCabrio and Grecale. The launch lands in the year marking the centenary of the Trident logo, and the brand isn’t selling it as a cosmetic tweak. This, they say, is a new chapter in the customer experience.
The headline bet is photorealistic visualization. The configurator drops the car into a 3D environment shot in widescreen 21:9 — the same format used in cinema. Maserati claims the image quality now rivals what buyers actually see at a dealer. You can build your car from any device, in any market.
The company insists this isn’t a technical update but a new customer environment. The idea is simple: erase the line between online configuration and a physical showroom visit. Build the car online, then continue at the dealer. Or the other way around.
With that, Maserati is doubling down on digital sales and turning the configurator from a boring option list into a visual showcase for expensive models. In the luxury segment it matters: buyers here choose less by specs and more by color, finish, and the overall image of the car.
