Maserati plots a fresh course for the Swiss luxury market

Switzerland remains a cornerstone for Maserati, consistently ranking among the top three markets globally for market share. Checcaglini views this independence as a necessary evolution for a brand that defines itself through Italian heritage and tailored experiences. While the broader automotive sector faces headwinds, the focus in Switzerland has shifted toward the Grecale—specifically the Nettuno V6 variant—and an aggressive schedule of high-end events to engage potential buyers directly.

Central to this strategy is the Fuoriserie personalization program, which has seen rapid adoption among Swiss clientele. With 55 percent of all local sales now featuring bespoke elements, the program serves as both a revenue driver and a tool for brand differentiation. Checcaglini emphasizes that in a volatile market, the company is prioritizing long-term value over volume, ensuring that every interaction reflects the brand's premium positioning rather than chasing short-term sales targets.