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[Sports Seoul | Reporter Wi Su-jeong] Italian luxury automaker Maserati has slashed prices across its flagship GT lineup as it targets greater traction in the South Korean market.
Maserati Korea said on March 17 that it is boosting the price competitiveness of the GranTurismo and GranCabrio while expanding customer experience programs. At a time when much of the auto industry has been raising prices, the company says the strategic cuts are intended to improve accessibility for buyers.
Under the adjustment, GranTurismo prices were reduced by up to 21,000,000 KRW (≈$15,750), with the entry-level trim lowered by about 19,500,000 KRW (≈$14,625). GranCabrio’s Trofeo trim was cut by 17,400,000 KRW (≈$13,050), and the brand added a new entry model priced roughly 70,000,000 KRW (≈$52,500) lower than the previous entry level, substantially lowering the barrier to entry.
The GranTurismo has already earned recognition: it won Luxury Car of the Year at the 2026 Korea Car of the Year awards, selected by the Korea Automobile Specialist Journalists Association (AWAK), and took Design of the Year at JoongAng Ilbo’s Car of the Year awards.
Beyond pricing, Maserati is stepping up brand experiences. For the 2026 season it will fully operate the Master Maserati Driving Experience, giving customers the chance to explore the cars’ performance on a racetrack.
Launched in 1999, the program is a global track-driving initiative that lets participants experience Maserati’s racing DNA under the guidance of professional instructors. This year’s program expands beyond Italy to include Germany’s Hockenheimring and France’s Paul Ricard circuit, making it the largest edition to date.
Maserati Korea is also offering a touring program for local customers. Beginning this summer, the tour will use South Korea’s driving routes to showcase long-distance driving performance alongside the brand’s luxury character.
Nam Yoon-ji, head of communications at Maserati Korea, said, “We strengthened our pricing and experience programs so more customers can discover the appeal of Italian GTs. We will continue to expand differentiated brand experiences.” wsj0114@sportsseoul.com
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