Modena, January 23, 2026 – Against the captivating backdrop of the frozen St. Moritz lake, Maserati takes center stage at The I.C.E. St. Moritz 2026, one of the most exclusive automotive events on the international scene, taking place on Friday, January 30 and Saturday, January 31.
The 2026 edition holds particular significance for Maserati as part of its Year of the Trident celebrations, marking the 100th anniversary of the iconic symbol—inspired by the Neptune Fountain in Bologna—which embodies the Brand’s elegance and audacity. This year also marks the 100th anniversary of Maserati’s debut in the world of motorsport, with the Maserati Tipo 26—the first car to bear the Trident logo on its hood—competing in the legendary Targa Florio and winning its class on debut.
The Trident’s performance will also take center stage with a world premiere from the Maserati Fuoriserie customization program, embodying an uncompromising vision of bespoke exclusivity, innovation, and character that expresses the very essence of Italian luxury.
A global symbol of Made In Italy luxury, Maserati will also showcase the most prestigious and high-performance models in its range at The I.C.E. Village: MCPURA Coupé, MCPURA Cielo, GT2 Stradale, GranTurismo Meccanica Lirica One-Off, and GranCabrio Meccanica Lirica One-Off. In addition, selected Maserati models will take center stage in thrilling, dynamic experiences on the most famous frozen lake in the Engadine.
As part of the Concours of Elegance, two of the Brand’s iconic, sporty and luxurious classic models will be on display: a Maserati 300S and a Maserati 4CLT. Unique and timeless, these cars embody the Brand’s sporting spirit and pay tribute to its deep-rooted connection with motorsport.
Indeed, the I.C.E. acronym alludes to both the winter magic and snow-covered lake on which the event takes place, as well as to the “International Concours of Elegance", where Maserati’s classic cars will showcase the history of the Trident.
Founded in the mid-1980s, the event stands out as a one-of-a-kind cultural and lifestyle showcase, featuring an unconventional format that combines a concours d’elegance, static displays, and dynamic activities, all set against the breathtaking alpine landscape of St. Moritz. Unlike traditional concours, the cars are not merely displayed, but driven and experienced in extreme conditions, creating a spectacular and immersive experience for car enthusiasts and collectors from around the world.
Within this unique setting, the Trident Brand showcases its ability to provide a contemporary reinterpretation of its own Heritage through memorable personalization experiences in iconic locations—as exemplified by the BOTTEGAFUORISERIE program recently unveiled to the media.
One hundred years since the birth of the Trident, Maserati continues to leave its mark on the road—and on the ice—with the same power, iconic Made in Italy creations, and vision that have forged its legend.
Maserati S.p.A.
Viale Ciro Menotti, 322 – 41121, Modena (MO), Italy
Company registered under Italian law - VAT: IT 08245890010 R.E.A. Modena 347990
Share capital: 80.000.000 €, fully paid-up
Direction and coordination under Article 2497 of the Italian Civil Code: Stellantis N.V.
maserati@pec.fcagroup.com
www.maserati.com
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