TO BRING MASERATI BACK TO AMERICA AFTER A DECADES LONG ABSENCE REQUIRED SOMETHING DIFFERENT. IT REQUIRED A LASER-FOCUSED POSITIONING AND IMAGERY THAT SPOKE TO THE LEADER/AFICIONADO VS THE FOLLOWER/ENTHUSIAST. MASERATI IS A STORIED ITALIAN MARQUE ESTABLISHED IN 1914 BY THE BROTHERS MASERATI.  OUR POSITIONING IDENTIFIED THE AUTO CONNOISSEUR AS OUR TARGET WHO APPRECIATES THE HERITAGE AND BADGE VALUE OF THE MASERATI VS MERE PERFORMANCE.