Maserati is deeply-rooted in its 105-year history, and it’s justifiably proud of its past, so I was surprised to hear Joe Grace, its head of product, use the word “terabytes” during a presentation at its headquarters. The Italian firm is preparing to write the next chapter in its story, and that plot is so focused on technology that it may as well be written in code.
Grace and his team face the delicate task of balancing Maserati’s heritage — which includes race cars like the emblematic Tipo 61, better known as the Birdcage, and luxury sedans like six generations of the Quattroporte — with the trends influencing the automotive industry as the 2020s loom. These trends are well-known: Customers have an insatiable appetite for connectivity, while governments are asking for cleaner — and, preferably, electric — cars.
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