By Jon Quirk
11 February 2008
The car industry, like the fashion industry, is a fickle business. One minute, designs are revered, car sales are up and everybody loves you, the next minute, the same car isn’t selling, everybody thinks you’re a has-been and the company cheeses want blood. Preferably your blood.
It’s a good job therefore, that Maserati is currently being feted as the epitome of high automotive fashion. Ever since the Italian car maker unveiled its Pininfarina-sculpted GranTurismo at last year’s Geneva Motor Show, the press spoke of ‘another’ great return for the trident and customers quickly offered their cheque books. Make no mistake, if you have the wedge, the Maserati GranTurismo is the car your more directional friends will want you to drive in 2008. This is the connoisseur’s coupe.
Over the next five days, Maserati hopes to extend its fashionable status at London Fashion Week by supporting the London modelling agency, Independent. High fashion isn’t a new avenue for Maserati, nor is it for the automotive industry. Only last month, Mercedes-Benz was the main sponsor of Berlin Fashion Week and used the event to launch the not-so-stylish CLC Sports Coupe. The GranTurismo however, is more fitting to the task at hand. Here is a car that embodies the denizens of London Fashion Week: it’s sexy, high on creativity, glamorous and ungimmicky.
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