Courtside Icons: Maserati’s Monte-Carlo Statement and the Road Ahead

13 April 2025 Luxfanzine

In April 2024, Maserati didn’t just show up at the Rolex Monte-Carlo Masters—it made a statement. Subtle? Not quite. Elegant? Absolutely. Now in its latest year as main sponsor and official car provider, Maserati cemented its place courtside with the kind of quiet confidence only a century-old marque can command. But make no mistake: this wasn’t just about 2024. It was a rolling preview of what Maserati plans to deliver in 2025 and beyond.

Because when a brand like Maserati shows up, it doesn’t just arrive—it sets the tone. And in Monte-Carlo, where sun-drenched clay courts meet Mediterranean opulence, tone is everything.

A 2024 Showcase, a 2025 Direction

The Rolex Monte-Carlo Masters is no small affair. It’s where tennis elites loosen their top buttons and the Riviera wakes up from its winter nap. Maserati’s presence here wasn’t a brand alignment—it was a statement of values: performance, refinement, heritage, and artful rebellion. All of which were on full display during the 2024 edition.

Maserati brought along a fleet fit for royalty—and for this part of the world, that’s not just a figure of speech. Players, VIPs, and glitterati alike were ferried around in Grecales, Levantes, Ghiblis and Quattroportes, while lucky attendees got behind the wheel of the MC20, the new GranTurismo, and the Grecale SUV. But beyond the rides and the rosters, this was an opportunity to see Maserati flex its identity—and set the pace for 2025.

History, Power, and a Bit of Drama

Let’s take a quick detour. Maserati’s roots stretch back to 1914, forged in Bologna and later refined under the Modenese sun. From early Grand Prix machines to mid-century GT icons, the marque has always balanced art and engineering like few others. And even as the roads got sleeker and the stakes got higher, Maserati stayed focused on performance wrapped in unmistakable style.

So yes, there’s heritage here. But there’s also transformation. And what we saw at Monte-Carlo wasn’t nostalgia—it was a very modern kind of theatre.

Centrepiece: The MC20 Cielo ‘Opera d’arte’

Now, to the star of the show—or rather, the car of the show. The MC20 Cielo ‘Opera d’arte’ stood proudly in the VIP Village like a sculpture that just happened to do 0–60 in under three seconds. This wasn’t your typical supercar unveiling. Maserati, through its Fuoriserie customisation programme, delivered a one-off, hand-painted MC20 convertible that looked more like a moving canvas than a road-going machine.

The abstract livery was bold, unapologetic, and entirely unnecessary—which is to say, perfect. Underneath the artwork lay a 621-horsepower Nettuno engine, capable of turning heads and twisting spines in equal measure. The car wasn’t just an exhibit; it was a thesis on how performance and creativity can coexist. And in 2025, we’re expecting more of this—more emotional storytelling through limited series, bespoke details, and that signature Modenese charm.

Meet the GranCabrio Trofeo

Then there was the debut of the GranCabrio Trofeo, Maserati’s latest love letter to open-air driving. Sharing the MC20’s Nettuno powerplant, the Trofeo offered a different flavour—less ‘track attack’, more ‘sunset along the coast at speed’. It’s a grand tourer with a taste for drama, a convertible that doesn’t compromise on performance or poise.

This model is more than a seasonal flourish. It signals Maserati’s intent to keep developing cars that are both visceral and luxurious—cars that make you feel something when you drive them. Expect to hear much more about the GranCabrio in 2025 as deliveries commence and the roads get louder (and better looking).

A Strategic Sponsorship, Not Just Stickers

Now, partnerships like this aren’t new. Luxury car brands love high-profile sporting events. But what makes Maserati’s return to the Monte-Carlo Masters so compelling is how naturally it fits the scene. This wasn’t branding-by-numbers. It was more like a tailored addition to the landscape, a kind of living accessory to the event’s refined rhythm.

In the same way a player’s backhand or footwork becomes part of the match’s identity, Maserati’s cars became part of the Monte-Carlo experience. Moving quietly in the background, gleaming in the foreground, offering thrills and elegance without stepping on the players’ laces. That kind of integration doesn’t just happen—it’s curated.

And that’s what we’re likely to see more of in 2025: not just presence, but resonance. Maserati understands the power of context. The question isn’t just where the brand appears—it’s how.

Into 2025: The Folgore Future

Monte-Carlo gave us petrol-powered poetry, but what lies ahead is electric. Literally. Maserati’s 2025 line-up is where the Folgore (Italian for “lightning”) range takes centre stage, with all-electric versions of the GranTurismo and Grecale poised to redefine how luxury and electricity meet on the road.

This isn’t the brand trying to out-Tesla Tesla. It’s Maserati doing Maserati—bringing emotion, theatre, and soul to a segment that can sometimes feel like a tech expo. The goal isn’t just innovation. It’s resonance. If a Folgore can make you feel the way an old V8 used to—without the guilt and with all the torque—then that’s a Maserati worth shouting about.

2025 will be the year we start to see what that vision looks like in motion, from city streets to the kinds of winding coastal roads where soundtracks matter and silence has to be earned.

Emotion on Four Wheels

What this all leads to—Monte-Carlo 2024, the bespoke paint, the powerhouse convertibles, the electric promise—is a clear message: Maserati is still in the business of emotion. In fact, it might be doubling down.

Other luxury carmakers are trimming emotion for efficiency, simplifying for scale. Maserati? It’s still telling stories. With design. With sound. With velocity. And yes, with a touch of Riviera glamour. Whether it’s through Fuoriserie one-offs, collaborations with cultural institutions, or rolling art installations, 2025 is shaping up to be the year Maserati doesn’t just show up—it sings.

Closing Set

Maserati’s 2024 Monte-Carlo appearance wasn’t just a proud return to familiar ground. It was a masterclass in presence—steeped in heritage, brimming with intent, and pointed squarely at the road ahead. By blending heritage with high drama and teasing what’s to come, Maserati made one thing clear: this isn’t a brand clinging to its past. It’s reinterpreting it.

2025 won’t be about comeback. It’ll be about continuation. From electrified elegance to bespoke bravado, Maserati is crafting a future where performance isn’t just measured in speed, but in how it makes you feel. And if Monte-Carlo was the dress rehearsal, the next act promises to be unforgettable.

Further information: https ://www.maserati.com, https://montecarlotennismasters.com/