Maserati has always represented more than performance; it’s about romance, elegance, and the lifestyle that comes with driving one. This year, for Maserati, the Concept Car Lawn at the renowned Pebble Beach Concours d’Elegance was the ultimate stage to showcase the MCPURA Cielo, a supercar that genuinely captures the essence of the brand’s Italian soul, rich heritage, and racing DNA.
With its sculpted silhouette and commanding stance, the Maserati MCPURA is a stunning blend of Italian elegance and race-inspired performance. Designed to thrill, it delivers lightning-fast acceleration (reaching 60 mph in under 2.9 seconds) and offers a top speed of over 202 mph. Available as both a sleek coupe and the open-air Cielo convertible, the MCPURA pairs precision engineering with refined luxury, making it a striking new chapter in Maserati’s storied legacy.
Over the past couple of years, I’ve had the pleasure of speaking with Klaus Busse (Head Designer for Maserati), who has shared his inspiration for designing these timeless cars. I vividly recall him painting the picture of what Maserati stands for by describing the scene for me. Imagine the top down on a Maserati Cielo convertible, gliding through the rolling green hills of Tuscany or tracing the dramatic curves of the Amalfi coastline, experiencing the roaring sound of the engine as you take in the breathtaking views around you.
That blend of heritage, beauty, and emotion is essentially what defines Maserati, and under the leadership of Andrea Soriani, Head of Maserati Americas, the brand is shaping a future that remains true to its timeless DNA. As I recently came to learn, Andrea is no stranger to Maserati’s world of Italian craftsmanship and high performance.
He began his journey with the Trident brand at headquarters in Modena as Global Brand Marketing Manager, later becoming Brand Director for both Maserati and Ferrari in the U.S. In 2005, he took on the role of Head of Marketing & Communications for Maserati North America, helping expand brand visibility and strengthen its presence in one of the marque’s most important regions.
He later held senior leadership roles with luxury and EV brands, where he led communications strategies for innovative launches and high-profile partnerships. However, Maserati remained close to his heart. Raised in Italy’s famed Motor Valley, he grew up surrounded by the brand’s legacy and was always inspired whenever he’d see one of their captivating cars drive by. When he left Maserati in 2017, he purchased a Maserati for himself, cementing his role as both a leader and loyal customer.
Now, coming back to the brand he’s helped to shape in years past, as the new CEO of Maserati North America, he brings a mix of passion, strategic expertise, and personal connection to drive the brand’s growth across the Americas.
At Monterey Car Week recently, the MCPURA Cielo stood as the purest expression of Maserati’s philosophy. Its clean lines and sculpted elegance pay homage to the brand’s history while offering a distinctly modern interpretation.
Starting at $241,000, the coupe embodies balance: exhilarating performance paired with understated design. Unlike supercars that overwhelm with complexity, the MCPURA carries Maserati’s hallmark of being intuitive and surprisingly easy to drive, providing an experience that invites passion rather than intimidation.
For Andrea Soriani, it represents the quintessential Maserati: stunning design, incredible handling, and a purity that reflects the brand’s heritage and future.
A Conversation with Andrea Soriani about Maserati’s Past, Present, and Future
Christina-Lauren Pollack: Maserati is a name that turns heads instantly. But your job is more than managing a brand; it’s shaping how people feel about it. How do you personally define your role in that bigger picture?
Andrea Soriani: My role is to bring Maserati back to its enthusiasts. I’ve always had a deep connection with the brand, and Maserati is truly about emotion. Luxury is when emotions overcome reason. Maserati offers a multi-sensory experience: you see the design, feel the leather, smell the interior, and when you fire up the engine, the car comes alive. I want to share that connection with a broader audience. Many people don’t fully understand our price points or lineup, so my focus is getting more people to see, touch, and experience Maserati for themselves.
CLP: The prices really span a wide range, from models in the $80,000s up to the MCXtrema at over a million.
AS: We start in the low $80,000s, which I wouldn’t call “entry level,” but it’s the first step into the Maserati family. Then we have the GranTurismo and GranCabrio, which start around $150,000, and the new MCPURA begins at $241,000. At the top is the MCXtrema. What unites every model is balance; our cars are engineered to be enjoyable, easy to drive, and true to Maserati’s heritage.
CLP: Many people think driving a Maserati might be intimidating.
AS: That’s a common misconception. Our cars are super sports cars, but they’re designed to be comfortable and intuitive. You don’t need to be a professional racer to enjoy them. The MC20 and now the Pura follow this philosophy; they’re thrilling but also practical enough for daily driving. My goal is to get more people behind the wheel, because once they drive one, the intimidation disappears.
CLP: From what I’ve seen, Maserati has always felt inclusive yet exclusive; a family culture, but elevated.
AS: That’s exactly how I see it. There’s something romantic about Maserati – you still see kids taking photos as the cars pass, and there’s a sense of pride in driving one. It’s a brand you feel. The moment you get behind the wheel, you know you’re part of something unique.
CLP: Leading Maserati Americas means being both a guardian of tradition and an agent of change. How do you decide when to protect the legacy versus when to evolve?
AS: We must evolve or risk becoming dinosaurs. Maserati has always been an innovator. In 1962, we created the first true super sport sedan, the Quattroporte (a four-door sedan powered by a racing engine). That was revolutionary. Today, evolution means offering both electric and combustion powertrains, and even developing autonomous technology; we currently hold the world speed record for autonomous driving with the MC20. Through all of this, our DNA remains: Gran Turismo design, balance, and putting the driver at the center.
CLP: Every leader faces pressure: tariffs, regulations, and rapid tech changes. How do you maintain clarity in decision-making during uncertain times?
AS: The two biggest factors today are uncertainty and speed. Things change daily, and you need to make decisions quickly based on data, but also intuition. In automotive, timelines are long, and decisions lock you in for years. So adaptability is key – we must be nimble while balancing complexity.
CLP: The MCPURA is described as the ‘purest essence of Maserati’. Beyond the specs, what does it represent for the brand?
AS: The MCPURA is quintessential Maserati: stunning design, incredible handling, and perfect balance. It has clean lines, no unnecessary elements, and embodies our philosophy in the most modern and refined way.
CLP: You’ve spent years with Maserati, but also worked in other industries. What does this brand mean to you personally?
AS: Maserati feels personal to me. I grew up in Motor Valley, surrounded by its presence. When I left the company in 2017, the first thing I did was buy a Maserati – not a company car, but my own. That says everything about my connection to this brand.
CLP: That passion shows in your leadership. How does your background in marketing and sales influence the way you guide Maserati today?
AS: In marketing, you inevitably work closely with sales, especially in smaller organizations where you wear many hats. Marketing is about supporting the entire company culture, from internal communications to client retention and after-sales. Stepping away from Maserati gave me a broader perspective from other industries, and now I bring those lessons back, combining creativity, strategy, and passion to guide the brand.
CLP: Who is Maserati’s client today? Has that changed over time?
AS: Our clients have been remarkably consistent. They look for design, balance, performance, and something unique. Maserati is exclusive, not in a snobbish way, but because of our production volume and positioning. Clients form deep connections with the brand, and even years later, they return with stories and memories. That loyalty is one of our greatest strengths.
Maserati continues to stand apart by blending Italian craftsmanship with modern innovation. The MCPURA Cielo is the purest expression of that vision: sculpted lines, balanced performance, and an understated elegance that feels as timeless as the brand’s heritage. More than a car, it’s an invitation into a world of romance, passion, and culture; a lifestyle that celebrates beauty and individuality.
Whether weaving through the rustic Italian countryside or making a statement on the California coastline, Maserati (as both a brand and a car manufacturer) reminds us that driving is not just about reaching a destination, but about savoring every precious moment along the way.
[Image credits: Christina-Lauren Pollack for Inspirations & Celebrations; Header image and footer image credits: Maserati. All opinions are my own.]
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