Maserati's new online configurator is basically a showroom on your screen
Speccing a Trident from the sofa just got far more convincing
Building your dream Maserati from home just became a lot more believable. Maserati has launched a new online configurator that renders the GranTurismo, GranCabrio and Grecale in photorealistic 3D, set against cinematic backdrops, in real time and on any device. It is a small thing on the surface, but it says a lot about how cars are now sold.
What it actually does
The new configurator covers the GranTurismo, GranCabrio and Grecale, and lets customers build and view their chosen specification in real time. The rendering is photorealistic, getting close to how the actual car looks, and the cars sit in entirely redesigned 3D environments presented in a cinematic 21:9 widescreen format. Rather than a flat car on a white background, each configuration becomes a small piece of visual storytelling built around an Italian-lifestyle theme. It went live on 19 June 2026 and works across devices and markets.
Why a configurator is more than a toy
It is tempting to dismiss a configurator as a bit of marketing fun, but for a luxury brand it is a genuine sales tool. Maserati frames this as part of an omnichannel approach, where the online experience matches the quality of the showroom and feeds into it. A buyer can build their car at home, fall for a particular colour and trim combination, then continue that exact journey at the dealer rather than starting from scratch. For expensive, highly personalised cars, that continuity matters.
AutoNext Take
On its own, a new configurator is minor news, but the timing is telling. Maserati is in the middle of a difficult period, fighting for its future and leaning hard on its centenary, so investing in the digital shop window is exactly the kind of unglamorous, sensible move the brand needs. Most people will never walk into a Maserati showroom, but plenty will happily lose half an hour speccing a GranTurismo online, and every one of those sessions is a soft sell. Get the dream looking good on a phone screen and you are halfway to the sale. It is a small step, but a smart one.
