From May 17 to 19 at Borgo Egnazia, Maserati brings its vision of contemporary luxury to one of the most influential international summits dedicated to the sector.
At the heart of its presence lies the Brand’s heritage, expressed through a lifestyle-driven approach built on multisensory experiences, timeless design, and pure elegance.
Modena, May 19, 2026 – Maserati is taking center stage at the Business of Luxury Summit 2026, one of the world’s most authoritative events dedicated to the evolution of contemporary luxury. Organized by the Financial Times and taking place from May 17 to 19 at Borgo Egnazia in Fasano, Puglia, this year’s Summit celebrates its twenty-second edition, further reinforcing its role as a leading platform for interpreting the transformations shaping the global luxury industry.
“Building resilience into luxury brands” is the central theme of the 2026 edition, and Maserati joins the conversation as a leading voice through an exclusive discussion featuring Cristiano Fiorio, Maserati Chief Marketing Officer and General Manager of BOTTEGAFUORISERIE. The session will explore the Brand’s core values, its evolution, and its ability to build a strong and distinctive identity within the global luxury landscape.
An Italian icon in motion since 1914, Maserati embodies a tradition spanning more than a century of history, continuously evolving while remaining true to its identity and its unique, unmistakable way of experiencing the automobile. Its founding values — Italian lifestyle, timeless design, multisensory experience, and pure elegance — form the pillars of a profound cultural identity that extends far beyond the product itself, becoming a language, a vision, and a contemporary cultural expression.
For Maserati, identity means Italian Gran Turismo and effortless luxury performance: a natural balance between power and grace, engineering and style, emotion and control. This is not an abstract concept, but a tangible experience reflected in the cars’ lines, the quality of the materials, and the uncompromising sensoriality of the driving experience.
This vision also takes shape through an experiential display at Borgo Egnazia, where Maserati showcases three emblematic models representing the evolution of the Brand: GranCabrio, MCPura Cielo, and GT2 Stradale. In particular, the GranCabrio — the ultimate expression of the Grand Tour concept — presents an absolute first in the Brand’s history: the first fully customized soft top created through the Maserati Fuoriserie program, unveiled during the recent Rolex Monte-Carlo Masters 2026. Crafted in an intense Maserati Blue, the soft top celebrates the centenary of the Trident logo and marks a new chapter in the Fuoriserie personalization service, expanding creative possibilities through solutions ranging from color selections and bespoke tailoring details to fully tailor-made configurations.
Alongside it stands an MCPura in the Night Interaction livery, expressing the Brand’s latest interpretation of design and stylistic purity, together with the bold GT2 Stradale, the ultimate synthesis of Maserati’s racing DNA and road-going vocation.
Three distinct expressions of one shared vision: elegance and performance, culture and innovation.
Completing the lineup, a fleet of Maserati Grecale SUVs — embodying comfort, style, and performance — will dominate Borgo Egnazia as courtesy cars throughout the event, making the Brand’s positioning tangible for the entire duration of the Summit.
Through this initiative, Maserati reaffirms its identity as a contemporary interpreter of Italian luxury, capable of transforming its heritage into a distinctive vision where product, culture, and experience converge into a unique, authentically Italian language.
Cristiano Fiorio, Maserati Chief Marketing Officer and General Manager of BOTTEGAFUORISERIE, stated: “Being a key player at the Business of Luxury Summit, in the very year our iconic Trident logo celebrates its 100th anniversary, means sharing our vision and our DNA. An identity born from the intersection of culture, technology, and human experience, finding its ultimate expression in Made in Italy — and especially within the Motor Valley and Modena: a unique environment where craftsmanship, engineering, and creativity coexist and evolve together. Our presence as speakers before an audience of leading international figures highlights Maserati’s role within the Italian luxury ecosystem. Among the values guiding Maserati is the Italian lifestyle — a value we share with many of the partners attending the Summit — further strengthening our brand heritage and architecture in a context where luxury is no longer defined solely by exclusivity, but by relationships, meaning, and identity. Through the concept of Italian Gran Turismo and with BOTTEGAFUORISERIE, we are reinforcing Maserati as an icon of high-performance Italian luxury by focusing on Brand consistency and desirability. This vision places personalization back at the center as a competitive advantage, strengthens racing culture as a driver of development and performance, and enhances our Heritage as both an identity narrative and a perspective for the future. This is our idea of Gran Turismo: a mindset before it is a car.”
