LA Motor Show: Maserati begins new era

MASERATI has kicked off a new era of brand activity with the arrival of its Ghibli compact luxury saloon.

The company’s stand at the Los Angeles Auto Show launched a new slogan and philosophy, called ‘the absolute opposite of ordinary’, to journalists ahead of the show’s public opening.

The Ghibli will spearhead the new initiative, which sets out the company’s stall for the foreseeable future as it tries to carve a bolder new path to create bigger waves in the luxury car world.

Maserati hopes that the Ghibli will capitalise where the Quattroporte, which was released earlier this year, might be too large or too expensive for buyers who nonetheless recognise the attraction of the Maserati brand.

It follows the same new design language as the Quattroporte, with similar headlight design and strong swage lanes giving an athletic look.

The Ghibli name has been used twice before in Maserati history, with the first incarnation in the 1970s remembered particularly fondly.

By Press Association reporter