Maserati plants its trident with Binelli Group at Badenerstrasse 549 in Zurich

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Cirano Tondi

8/11/2023 16:30

A major new player is arriving on the markets of Zurich and Zug. The future of Maserati is in the hands of the Binelli group which, after its temporary pop-up store, has officially opened the first single brand showroom entirely dedicated to the world of the trident.

After the opening of the new stores in London and Paris, the opening ceremony of the highly exclusive Maserati Store in Zurich took place on 2 November, a strategic and important sales point for all fans of the marque who want to experience the uniqueness of the brand, without the presence of other marques. The many fans can at last enjoy a place where the history of a great Italian company is lived in full. For the occasion we interviewed Antonio Comito, the new Brand Manager of Maserati for Binelli Group, the company that will represent and sell the much loved Italian Maserati marque in the areas of Zug, Zurich and the surroundings.

What new models will Maserati present in the short to medium term? “The absolute novelty is on everyone's lips and we are of course referring to the whole new electric mobility line badged ‘Folgore’, which should see the light by the end of this year. The Grecale Folgore will come out first, with the first deliveries in Switzerland by the spring of next year. Then the Gran Turismo Folgore will make its debut, expected to arrive during the course of 2024. Also for next year the presentation of the new Maserati Levante is planned, our largest SUV. Finally, corridor rumours are whispering about the introduction of a new car: I still have too little information about it, but there is talk of a limousine that will be the fruit of the symbiosis between the Quattroporte and the Ghibli, arriving by 2025.”

Interview with Antonio Comito, followed by the Binelli Maserati Zurich team, Michele Sbarra and Alice Bruhin — From the right, interview with Antonio Comito, followed by the Binelli Maserati Zurich team, Michele Sbarra and Alice Bruhin

At other car makers we notice a wider range of SUVs, which certainly serve to satisfy every kind of request. Is Maserati's deliberate choice to offer only two SUV sizes a winning one? “I am sure that Maserati's choice to invest heavily in the Grecale and the Levante, and therefore not to go on and build an even larger one, is more than spot on. So much so that we are seeing a sort of general downgrading of SUVs by all competitors, because people do want a raised and comfortable car for short journeys, but they prefer it compact. In Zurich, as you well know, we are confronted every day with roads full of obstacles which in daily life then translate into ‘stress’, a stress we manage to contain if we drive a car suited to the environment around us. We will be the first marque in the premium segment to build two fully electric cars (full-Electric). The values we represent will remain the same, that is italianità, sportiness and luxury, but on an electric basis, and we are confident that the two SUVs will meet the needs of the vast majority of our customers.”

The MC20 is having resounding success in Switzerland, while the Granturismo less so. In your opinion, why? “Let me open and close a parenthesis: the Granturismo is an icon. I am very happy that Modena has preserved the line, obviously bringing in improvements of every kind, but it still remains the Granturismo, which now has to be made known to the market again. The MC20 has been a global success ever since its presentation and continues to record significant sales today. We can say that it is the heir of the MC12 and that it therefore already enjoyed great media success. We have to take into account the greater exclusivity of the MC20 compared with the Granturismo, which is certainly why the market reacts in this way. I firmly believe instead in a change of trend from the moment the GranCabrio version of the Granturismo arrives, which will be a cutting edge super spider.”

Do you notice a generational change between those who buy the Grecale and those who instead remain faithful to the Granturismo? “Absolutely yes. The new generation prefers SUVs. Why? Well, just think that the models that made Maserati great are the Biturbo or cars aimed at a certain kind of very demanding but above all very sporty customer. By presenting the new models we have made room for a new clientele that continues to appreciate the marque and the history and wants to preserve tradition, but that moves with the times. Thanks to the new generation of the Grecale, Maserati has entered a new era. It speaks and communicates a new language, both from the point of view of design (upholstery and interiors) and from the point of view of sportiness itself.”

What should we expect from this new commander at the helm and what does this new showroom have in store for us? “Our customers and the enthusiasts look favourably on the excellent collaboration we are carrying forward with Binelli. This Swiss group conveys seriousness and that is what we want to pass on to those who decide to entrust us with the task of supplying them with a Maserati car. We have several events and appointments scheduled this year and next, always bearing in mind the very exclusive calling. For certain events I do not rule out pairing up with other substantial Made in Italy brands that match the guidelines of Maserati and enrich it.”