New Short Film ‘Maserati from ‘A to Z’ is a Reminder That, Yes, Italians do Make the Coolest Cars
Ferrari and Lamborghini have always flaunted the glitz and the glamour. But brothers Alfieri, Ettore and Ernesto Maserati were putting tread to road long before any of them, first hanging out their shingle at number 1A via de’ Pepoli in Bologna all the way back in 1914 – just eleven years after the establishment of the Ford Motor Company.
Today, December 1, Maserati turns 106 – which might actually be the slyest anniversary to properly celebrate, if you’re expected to do the unexpected. And to honor that, the new, pithily titled short film ‘Maserati from ‘A to Z’ lays out 28 reasons (there are three “B” reasons) why, say, a Quattroporte or GT Convertible might just be the most awesome Christmas present anyone could ever possibly imagine receiving.
In the film, thrilling historic Formula 1 racing footage is cut with contemporary scenes of Bolognese cool kids racing through the city’s storied arcades, hoping for even a glimpse of a vintage M, zipping exhilaratingly along one of its ancient vias.
We hardly need to clarify that “D” is for Design and “F” is for, well, Fast. But “M” is for Modena, reminds that these sleekly sexy vehicles are still assembled in that storied automobile town just 37 km away from Maserati HQ. “U,” “V,” “W,” “X,” “Y,” and “Z” are for Unorthodox, Visceral, Winning, Xtravagant (all things you really want in an expensive Italian driving machine), Yours Forever, and Zooming Into the Future, which is exactly what we hope to be doing after so many months of this crushing global pandemic.
The soundtrack fittingly consists of an exclusive ‘Maserati Mix’ of Italian production legend Giorgio Moroder‘s ‘The Chase.’ And it’s totally hot.
“We’re starting from our roots to build our future,” enthuses Maserati CEO Davide Grasso. “We’re proud to have shown that our present is guided by the audacity of those who look to the future with confidence, undaunted by difficulties.”
And what difficulties they were this year, as Italy, of course, was one of the first and hardest hit by the coronavirus crisis.
“2020 marked the start of a new era for the brand,” Grasso continues, “and now as never before, we need to be authentic and to return to our Marque’s timeless values to face the challenges that await us with our energy undimmed. For Maserati, this is a time to build our future.”
So yes, there’s actually something kind of heroic about speeding towards the end of this terrible year by exalting one of the things we love most about Italians: their love of a faster, more stylish and ultimately sexier car than the one everyone else is driving. With apologies to the Germans, of course.