This year at the LA Auto Show Maserati was front and center looking to re-define what the company and brand are all about, while still reminding consumers of what makes the brand so great. The press conference started out with two covered vehicles, one on the stage and one slightly to the right and behind the stage. 

The first reveal was that of the Maserati Quattroporte Ermenegildo Zegna Edition. This limited edition (100 cars made) vehicle was created through a partnership between Maserati and Ermenegildo Zegna and features Zegna material throughout.

We also have a video of the interior so that you can see for yourself.

Moving on from there, Maserati’s CEO Harald J. Wester talked about the rebirth of the brand to commemorate the brand’s 100th anniversary in 2014. As such, the company was looking to break the mold of boring luxury vehicles and to do something exciting and interesting. As such, they have begun to launch a new marketing capaign that focuses on this new brand image as well as a new emblem and brand badge that we actually had sitting on our seats waiting for us before the press conference.

These exhaust hose clamps held Maserati’s new branding logo that commemorates the brand’s new image and exciting design and performance. And with that, he unveiled the new Maserati Ghibli, Maserati’s new entry into the luxury market designed to compete at a much more affordable price point. At a starting price of $65,000 this is the newest and most affordable Maserati ever that at the same time, makes no compromises. This is what Harald spoke about most excitedly.

Upon talking about the car’s specifications, Maserati’s CEO had the car give us a taste of the Ghibli’s new exhaust sound and show us the untamed feel of the new car.

The Ghibli, which is named after a hot, dust-carrying desert wind in North Africa, is designed to be the most aggressive thing that the company has ever given to customers while simultaneously making it more accessible than ever before. Surely, it isn’t nearly as sexy as the GranTurismo, but that car is also double the price. But it brings the Maserati brand into a lot more hands than ever before, and by expanding their market they give their customers an opportunity to move up along their product line and establish themselves as a full luxury brand.

As a little brother to the Quattroporte, you can clearly see some similarities between the two, but with a 404 HP V6, this car is by no measure a slouch. And at the current pricing and specifications, this is a clear push to compete with BMW and Mercedes on their most respected lines of products. Maserating coming down to this price level may be a problem for some purists, but the truth is that Maserati has a very strong brand and by building on that, the company stands to gain quite a bit of momentum and strength. Much like Ferrari had in the past 10 years.