Viva Italia: Why heritage and innovation are equal partners in the future of Italian luxury brands

“Yes, there’ll be efficiencies and the carbon emissions will be dramatically reduced [in the electric version], but the performance of the cars is unbelievable. For instance, the new GranTurismo in the petrol Trofeo version is zero to 100 in 3.5 seconds, while the electric version, which will come next year, is zero to 100 in 2.7 seconds. The performance is next level.”

With its origins in car racing, performance is in the Maserati DNA. It’s the first Italian car brand to compete in Formula E and its racing division, Maserati Corse, functions as an innovation lab for testing new ideas and technologies before they’re rolled out into the road cars. Speed is only one part of the equation – agility and driving pleasure are equally important.

Made In Italy

This graceful dance between heritage and innovation is emblematic of the Italian approach to luxury design. Analysts at Deloitte Italy have pinpointed sustainable design as one of the forces that keep the Made In Italy trademark as desirable as ever.

“Design should be considered as a tool for the future of businesses in all sectors, especially for those in the Made in Italy sector,” writes Deloitte Central Mediterranean partner Ernesto Lanzillo. “Furniture, automotive, and clothing seem to have grasped its importance since they drive the demand for eco-design in Italy.”

In its 110-year history, every Maserati has been designed and made in Italy. The company hasn’t just bucked the trend of outsourcing production globally, it’s doubled down on its homegrown commitment by partnering with likeminded locals.

There’s a new sustainable interior alternative to leather known as Econyl®, a recycled nylon obtained using nets recovered from the seas, an example of the potentially infinite circularity of the material, brought to a car for the first time by Maserati. Or, one of Barling’s favourite features: the stereo system crafted by Italian masters of sound Sonus Faber. These brands infuse the essence of Italy into their craftsmanship and design, setting the industry standards for luxury.​

“They actually create the systems by hand. It’s going back to that hand craftsmanship and the sound they produce is second to none, winning the EISA Award for the best in-car sound system three years in a row. This attention to detail, the one-percenters, it all adds up. It’s the performance, the luxury, the style and 100 per cent made in Italy.”

‘This is the dream’

According to Barling, Maserati’s Australian market is split evenly between new and returning customers. But they all say the same thing: “They always tell me, ‘I always wanted a Maserati. This is my dream.’”

And a trend towards all things personalised has only strengthened the Made in Italy trademark’s allure – with Italian brands leaning into their heritages of bespoke craftsmanship.

Couture is a case in point. As AFR fashion editor Lauren Sams wrote of Paris Fashion Week’s spring shows in February this year: “In a world where luxury has been diluted, and where logos abound of just about every product and surface imaginable, one of the last true experiences of prestige and exclusivity is couture.”

Despite the runways’ French locale, Italian designers stood out – Schiaparelli, Valentino and Armani Privé dazzling front rowers with pieces exceptional and individualistic enough to lure the one per cent.

Like limited-edition cars, one-of-a-kind gowns attest to how the appeal of Italian luxury extends beyond price tags – and even quality – to something intangible. Consumers want an experience: to belong to a special world. A dream place grounded in heritage and elevated by innovation.

Learn more at Maserati.