Maserati Says Its Design Is “Finished” as New Concept Nears

The Visual Identity Game

Car design may not be as tangible as in-car technology, but it can still play a critical role in a vehicle’s success – and in some cases, it can even prove polarizing, as seen with the Tesla Cybertruck. For Maserati, that makes its upcoming concept car, set to debut at the 2026 Paris Motor Show, especially important, as it is expected to define the brand’s design direction for years to come.

Gilles Vidal, Stellantis’ newly appointed head of design for Europe, told Auto Express that Maserati has a history of periodically reinventing its design cues, adding that the brand’s current design language is “kind of finished.” The report did not offer any hint as to what might come next, though it will likely mark a departure from the modern curvier styling seen on models like the Grecale and GranTurismo.

Maserati’s Early Design Identity

Back in the 1950s and 1960s, Maserati models also featured curvier styling, which has been compared to the design language seen on cars from Ferrari and Rolls-Royce. One good example is the 3500 GT, whose flowing lines also recall classic Aston Martin DB models, giving it a more posh and luxurious appearance.

Moving into the 1970s and 1980s, Vidal said the Italian marque adopted a “super-edgy” design approach, which, looking back at its portfolio, comes across as sporty and aggressive. Models like the Bora and Merak even featured wedge-shaped styling, similar to cars such as the DMC DeLorean and the Lancia Stratos.

“So, what we are looking at is what’s the next thing for Maserati,” the design chief said. “If you wait a few months, you’ll see what we are thinking.”

A New Chapter Begins

Another point worth noting is that Maserati has been dealing with slow sales, posting a roughly 30 percent decline in volume in 2025 from the previous year. A design direction that resonates with more buyers could help the brand regain traction, alongside any other changes taking shape behind the scenes, especially as it scales back its EV plans, including the cancellation of the all-electric MC20 Folgore.

The upcoming concept car suggests the company is showing signs of resilience, after rumors – since denied by Stellantis – that it was considering selling Maserati. The Paris Motor Show is set to take place in October, with Stellantis bringing several brands, including Alfa Romeo, Fiat, and Lancia, among others.

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