A hundred years young! Maserati recently unveiled at the Los Angeles Auto Show major new developments in terms of image and communication strategy. Both are inspired by the concept “The Absolute Opposite of Ordinary”, which sums up the heritage of the first 100 years of the company's history and a guideline for the next 100. Because, as the whole history of Maserati shows, while some automobiles are inspired by geometric shapes, Maseratis are simply inspired.
Maserati was founded in Bologna on 1 December 1914 and officially began operations on 14 December of the same year. The heart of the company was then represented by Alfieri Maserati and two of his brothers, Ettore and Ernesto. They were all interested in mechanics and loved speed. Despite their technical and commercial commitment, they all nonetheless found the means and the time to get behind the wheel of a racing car during the golden years of competition. A fourth brother, Bindo, joined the company on the death of Alfieri in 1932. To Mario Maserati, yet another brother, is instead attributed the creation of the famous Maserati logo, inspired by the Neptune Fountain in the historic centre of Bologna. Maserati built its first automobile in 1926. It was a racing car named the Tipo 26. It made its debut with a victory at the Targa Florio that same year. That was the first in an endless series of successes that include two editions of the Indianapolis 500, 9 wins in Formula One and the F1 World Championship in 1957. In 1947 Maserati amazed the world with its first road car, the A6 Granturismo. In 1963, with the first generation of the Quattroporte, Maserati created a market segment that did not previously exist, that of the luxury sports saloon. In terms of product range, the Centenary could not have come at a better time for Maserati, with the arrival on the market of models such as the brand-new Quattroporte and Ghibli, inspired by a long tradition of successful cars that have time and again redefined the concept of the Italian sports car in terms of style, performance, comfort and elegance, and that are now conquering the world.
To celebrate its first 100 years, Maserati has scheduled a series of events in all the main markets around the world. The high point of the celebrations will be the official gathering in Modena, from 19 to 21 September 2014. It is estimated that no fewer than 250 Maserati models from all over the world will gather in Modena. The three-day programme will include a driving experience along scenic routes linked to Maserati's history as well as track sessions. The full and detailed programme of the event will be announced later. In the second half of 2014, Modena will host an extraordinary exhibition of some of the most evocative models in Maserati's history. The Museo Casa Enzo Ferrari will display numerous Maserati models, both road and racing, that have become icons of the brand and are brought together for the special significance they hold in Maserati's history.
The year of the Maserati Centenary will officially end on Sunday 14 December 2014, with a dedicated event.
