In The US, Maserati Offers “Incentives” Of Up To $85,000 For Specific Models

When a luxury manufacturer starts offering discounts of 40 percent, it’s clear that something serious is going on. That’s exactly what Maserati is currently doing with its Folgore electric line, offering up to $85,000 (about 71,000 euros) of “incentives” on certain models in the US. In the world of luxury and sports cars, this is an unprecedented move.

The biggest cut applies to the Maserati GranTurismo Folgore and Maserati GranCabrio Folgore models. The GranTurismo Folgore, which until recently was priced at $199,690, now drops to $114,690 with the maximum incentive, which represents about a 43 percent lower price. A similar situation is with the GranCabrio version, whose initial price was 208,590 dollars, and now, with the same incentive, it drops by about 41 percent.

By comparison, the gasoline GranTurismo starts at $159,495. The electric version was initially about $40,000 more expensive, but now the ratio has completely reversed. The market was clearly not ready to pay such a premium for an electric drive without an additional emotional component.

Even the SUV was not spared the correction. The Maserati Grecale Folgore gets a discount of up to $40,000, or about 33 percent off its starting price of $121,290. After the incentives, its price is practically equal to the gasoline version, which makes the electric model a more rational choice, at least on paper.

However, the problem was probably not just the price. The range of electric models is not particularly impressive by today’s luxury class standards. The Grecale Folgore offers about 400 km, the GranTurismo about 370 km, and the GranCabrio about 360 km. In a segment where customers expect both performance and practicality, such figures do not seem convincing.

More importantly, Maserati is a brand traditionally bought for the sound of big engines. Electric models offer design and power, but without the characteristic acoustic drama.

The deep discounts clearly suggest that this is a stock-out and an attempt to stimulate demand. The question remains whether the drastically reduced prices will be enough to finally make the electric Maserati desirable.

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