At its heart is the “Italian Way of Driving by Maserati” experience, alongside a programme of initiatives designed to narrate the Italian lifestyle through beauty, emotion and a deep connection with the local area.
Modena, July 2, 2026 – Maserati and Egnazia Ospitalità Italiana announce a collaboration designed to bring together two Italian realities united by a shared vision: transforming travel into an experience that connects people, places, culture and the local area.
An Italian icon in motion since 1914, Maserati brings to this collaboration a tradition built on design, performance, elegance and the pleasure of travel. These values find their natural expression in the concept of the Grand Tour, which has always been part of the Brand’s identity: a way of experiencing travel that combines sporting performance with the comfort required for long-distance journeys and the Italian elegance that is distinctive to the Brand and brought to life today through the new Grecale, GranTurismo and GranCabrio.
From this comes the encounter with Egnazia Ospitalità Italiana, the hotel management company founded by Aldo Melpignano and born from the experience of Borgo Egnazia, a project deeply rooted in Puglia and in its relationship with the local area. It is a shared vision that looks at Italy not simply as a destination, but as a collection of landscapes, roads, communities, knowledge and ways of life, where driving becomes an integral part of the journey and hospitality a privileged gateway to discovering places.
The partnership will have Borgo Egnazia as its main point of reference, while also involving the other hotels managed by Egnazia Ospitalità Italiana: in Puglia, Ostuni a Mare; in Basilicata, Santavenere in Maratea; in the Dolomites, Hotel de Len, Hotel Ancora and Castel Badia; and on the Costa Smeralda, La Tiara di Cervo.
The programme will take shape through driving experiences and itineraries designed for each property, conceived to connect the character of the areas explored with the features of the Maserati models involved. In Puglia, between Borgo Egnazia and Ostuni a Mare, the “Discovering Puglia” driving experience will see the new GranTurismo and GranCabrio take center stage on a route that enhances the pleasure of the road, the Mediterranean landscape and the culture of hospitality.
Across the other destinations involved in the project - from Maratea to the Dolomites and Sardinia - the itineraries of the “Italian Way of Driving by Maserati” initiative will instead be entrusted to Grecale, the Trident’s D-SUV, chosen to accompany more dynamic and versatile driving experiences, confirming its ability to combine sportiness with driving pleasure.
Each route will therefore be designed to transform travel into a different way of discovering Italy, through landscapes, roads, communities and places of hospitality.
Completing the programme are exclusive experiences dedicated to customers of the Egnazia group at the Ron Arad-designed showroom in Modena, where they will have the opportunity to discover Maserati Fuoriserie and the headquarters of the Maserati Classiche programme. Both locations, situated on Viale Ciro Menotti, offer the chance to enjoy an immersive journey into the Brand’s craftsmanship excellence, bespoke personalisation and historic heritage. Finally, on-demand dealer activations in Puglia and the Dolomites, supported by a Grecale fleet, will be designed to strengthen dialog with customers and local partners.
Riccardo Vannetti, Chief Brand and Marketing Officer of Egnazia Ospitalità Italiana, states: “This collaboration stems from a shared vision of travel as a cultural experience, before it is simply a journey from one place to another. With Maserati, we share a deeply Italian idea of style, balance and connection with places: the road becomes part of hospitality, a way to engage with landscapes, communities and memories through a more conscious gaze. For Egnazia Ospitalità Italiana, this means expanding the way our guests encounter Italy, both within and beyond the properties we manage, creating itineraries that bring together the quality of hospitality and the beauty of movement.”
Cristiano Fiorio, Maserati Chief Marketing Officer and General Manager BOTTEGAFUORISERIE comments: “The partnership with Borgo Egnazia and the other properties of the Egnazia Ospitalità Italiana group stems from a shared vision: together, we celebrate Italian territories, culture and excellence through experiences that combine driving with the discovery of our country’s most authentic places. This is how we interpret the cultural value of the 100 years of the Trident: for us, the Italian lifestyle is not simply a point of reference, but a way of being, and it finds its most natural expression in these destinations. It is our idea of Italian Gran Turismo: a vision that allows us to experience places through the emotion and pleasure of the journey, values that have always been at the heart of the Trident's DNA and that continue to find their finest expression in the new Grecale, GranTurismo and GranCabrio."
