Maserati is steering its India growth with a measured, city-first strategy that prioritises quality of experience over rapid expansion. The Italian marque believes that for a brand defined by exclusivity and craftsmanship, success depends not on the country’s size but on where its most affluent customers live.
The approach comes as Maserati expands its India portfolio with the launch of the MC Pura, priced at Rs 4.12 crore(ex-showroom).
- Maserati targets key wealth hubs over nationwide expansion.
- Strategy mirrors Europe’s focus on affluent cities.
- EV rollout stays slow alongside ICE and hybrids.
Maserati adopts global strategy for India
Maserati applies Europe’s wealth-hub strategy to India’s luxury market.
Maserati’s is comparing its approach in India to established luxury markets in Europe, under a unified global strategy. For Maserati, market volume is determined by wealth concentration in specific cities.
The company’s Head of Overseas Region, Philippe Claverol, explained the rationale: “If I look at India, lot of wealth in Delhi, lot of wealth in Mumbai, in Bangalore… so we have to be there.” This selective focus is mirrored in Europe: “If I take France, same story. You have to be in Paris. You have to be in the South of France. There are some areas of France, which are not so wealthy, so we dont have to be”.
Quality over volume: Maserati targets India’s elite
Maserati aims for steady, experience-led growth in India’s key luxury hubs.
Maserati is focused on building a sustainable, experience-driven presence in India by catering to a growing class of entrepreneurs who truly appreciate craftsmanship and exclusivity. The brand is clear that rapid expansion is not the goal. Instead of chasing numbers, Maserati plans to grow gradually, opening in select cities where luxury demand is strongest.
Maserati previously operated interim showrooms in Delhi and Bengaluru, and has now opened its flagship outlet in the Delhi. With Mumbai and Delhi showrooms firmly established, the brand’s next focus is Bengaluru, a key hub for high-net-worth individuals and new-age entrepreneurs.
Every location will deliver a complete Maserati experience, combining elegant showrooms, personalised service, and skilled after-sales teams to ensure customers enjoy the brand in its purest form.
A cautious EV transition
Maserati takes a cautious EV approach, retaining ICE and hybrid models.
Maserati’s India commitment extends to its product portfolio, though its electric transition remains measured. Despite the global rollout of its Folgore EV line, the brand admits that “the market reaction is not where we thought it would be.”
As a result, Maserati will continue offering internal combustion and hybrid models alongside electrics, aligning with customer preferences. The marque acknowledges that the full transition “will take more time than expected,” choosing pragmatism over pressure in its shift to electrification.
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