At Plaza de Colón, Maserati presented its cars as design objects and canvases for personal style at ADN FÓRUM Madrid. The event coincided with the centenary of the Tridente emblem, first seen on the Maserati Tipo 26 in 1926. Spanish outlets including La Razón and Forbes España reported on the connection between the event and the anniversary.
Stellantis Heritage Hub said the centenary is also being marked with special editions, including the MCPURA Cielo Tributo 1926.
The event looked forward as well as back. Maserati presented the new Grecale and GranTurismo, with the GranCabrio also on display. All three featured new looks and updated engines, alongside a stronger digital setup. The brand positioned them as expressions of their owners’ identities, reflecting a shift in luxury cars toward the person behind the wheel. Local reports said the Fuoriserie program took center stage, with custom paint and new materials shaping unique color combinations, especially on the GranCabrio.
Davide Baldini, who leads Maserati Fuoriserie, explained how the personalization program works. Maserati wants buyers to see their cars as part of who they are, rather than as badges of status. Custom options and digital features have become the norm for top brands. El Comercio reported that Baldini described personalization as basic to Maserati’s vision: the client comes first.
Madrid was chosen for the event because the city has become a hotspot for car design and tech events. Recent moves, such as the Murcia hub opening, have focused on making cars more accessible and updating old fleets. Maserati’s showcase took a different approach, emphasizing exclusivity and presenting the car as art. Spanish auto media described the Fuoriserie program as offering a catalog of special colors and limited anniversary runs; it also includes one-off custom builds. Maserati is betting on luxury and choice.
The Madrid event is part of a broader international campaign for Maserati’s centenary. Special exhibits, including the MCPURA Cielo Tributo 1926 and the 3500 GT, also appeared at the 2026 Festival Car. Stellantis Heritage Hub said they highlighted the connection between the brand’s sporting heritage and its modern lineup.
Maserati’s public centenary event in Madrid brought engineering and art together. Its focus on custom design and digital tech addressed buyers’ demand for cars that feel personal, while retaining speed and prestige. The showcase put taste alongside technology in the future of luxury cars.
