Maserati is preparing facelifts for the GranTurismo and GranCabrio models, despite underwhelming sales figures that place the brand below rival Ferrari in volume. The move comes as the company struggles to gain traction in the luxury market, shifting just 7,900 vehicles in 2025.
Facing Weak Demand
The Italian automaker has already scaled back future product plans, yet continues to invest in updates for its existing lineup. Spy shots reveal camouflaged prototypes undergoing winter testing, indicating a refresh is underway. These facelifts represent a clear attempt to reinvigorate interest in models that have not met sales expectations.
Design Tweaks and Minor Updates
The prototypes showcase a revised front bumper with larger air intakes and a redesigned grille. The rear diffuser on the GranCabrio Folgore is also updated, while the GranTurismo Trofeo sports clear taillights. Interior changes are expected to be minimal, likely limited to new trim options or specification tweaks due to budgetary constraints.
Leveraging Personalization
Maserati’s strategy hinges on customization. The brand heavily promotes its BottegaFuoriserie personalization program, offering bespoke colors and interior configurations. However, this approach has yet to significantly improve sales numbers. The company recently introduced the Meccanica Lirica specials, which include a reworked exhaust system for the twin-turbo 3.0-liter V6 Nettuno engine—a move to compensate for the discontinuation of the previous V8 option.
Production Shift and Future Outlook
Production of both the GranTurismo and GranCabrio was moved from Turin to Maserati’s headquarters in Modena alongside the MC20. These models were launched in 2022 and 2024, respectively, but have struggled to attract buyers. The updated models, expected for the 2027 model year, will include both V6-powered (Modena, Trofeo) and fully electric (Folgore) variants. Maserati is betting that these cosmetic and minor mechanical adjustments will be enough to reignite customer interest.
The facelifts are a calculated risk. They indicate Maserati’s commitment to these models, but also acknowledge their current underperformance. Whether these changes will be enough to turn the tide remains to be seen.
