Maserati takes the silk road

Maserati takes the silk road

Maserati_Ghibli_Ermenegildo_Zegna_Detail_0012Maserati’s Ghibli and Quattroporte share a few bits and pieces with their working class Chrysler 300C stablemate – but it’s unlikely the ‘modern Valiant’ will be showing off a fancy silk suit.

Partnering with designer Ermenegildo Zegna, the Italian luxury sportscar maker is adding weight – and probably wait – for its customers with a unique first for th ecompany.

“Maserati’s joint venture with Ermenegildo Zegna is unlike any joint venture that has gone before it,” chief operating officer Glen Sealy, who overseas New Zealand, Australia and South Africa.

Seeking to give its cars as much lux-o-cred as they can muster, the designers at Maserati have pushed the boat out to beat the competition.

“This is not a marketing exercise where a brand name from outside the car industry is attached to a limited edition model or version,” he said.
“Ermenegildo Zegna has engineered a unique and new contribution to what the industry is able to offer customers, one that is exclusive to Maserati.

Maserati_Quattroporte_Ermenegildo_Zegna_Detail_0004“Ermenegildo Zegna has taken silk, a natural material that is renowned for its soft and delicate nature, and developed it into a new form of silk that is suitable for car upholstery with its requirements for durability without losing any of silk’s intrinsic qualities,” said Sealy.

“This is little short of remarkable a feat of fabric engineering and on a par with the mechanical and design engineering that has gone into the Ghibli and Quattroporte cars into which it is tailored,”

There’s no doubt the silk road is a clever move for Maserati – which is planning huge brand growth in both New Zealand and Australia in the next few years – and will appeal to a ‘certain buyer.’

The Ghibli broke new ground for the brand when it was released, with four-wheel-drive and diesel variants – particularly aimed at the European market. While it was an excellent vehicle to drive with good power delivery and the sort of torque only an oil burner can deliver, the engine’s sound was not quite the sort of surprise that Maserati buyers would be used to. The Zegna treatment, however,
may be a different story.

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