American Marketer


Maserati celebrates Italian enterprise via chef partnership

May 14, 2015

Massimo Bottura outside Maserati headquarters Massimo Bottura outside Maserati headquarters


Italian automaker Maserati has married “slow food” with “fast cars” in a new partnership with Michelin-star chef Massimo Bottura.

Maserati’s partnership with Mr. Bottura is described by the automaker as “unit[ing] the excellence of the Trident marque with the acclaimed gastronomic virtuosity” represented by the chef’s work and his restaurant Osteria Francescana. Selecting a brand partner that is outside the traditional wheelhouse of an automaker will show that Maserati has interests beyond automobiles and common associations such as racing.

A perfect pair
To commemorate the partnership, Maserati gifted Mr. Bottura with a black Ghibli S Q4 model, which the chef personally picked up at the automaker’s headquarters in Modena. The Ghibli is distinguished by “dynamic and futuristic” touches and was customized to Mr. Bottura’s personal preferences.

Ever since he was a young boy growing up in Modena, Mr. Bottura has been a fan of Maserati and admired its vehicles' “grace and power” as they drove along the streets of his hometown.

In a statement Mr. Bottura said, “The Ghibli S Q5 represents a perfect blend of pure style, vibrant personality, sophisticated detailing and that unique Italian flair for design, a flair based on an enviable cultural legacy and painstaking research: that’s why I immediately felt it was right for me.”

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Maserati's Harald Wester (left) with chef Massimo Bottura (right)

Mr. Bottura’s Osteria Francescana restaurant in Modena is considered the third best restaurant in the world and has been awarded three Michelin stars.

Going forward, Maserati and Mr. Bottura, acting as the automaker’s ambassador at large, will work together on a number of joint initiatives.

Maserati CEO Harald Wester said in a statement, “This initiative represents a tasty collaboration marking a genuine convergence of excellences, celebrating the unique value or two Italian enterprises enjoying worldwide fame.”

The brand has tapped entrepreneurs in the business field as well. Recently, Maserati completed its search for Britain’s top 100 entrepreneurs and released the list of these successful business leaders on a microsite for the campaign.

In conjunction with Centre for Entrepreneurs, Maserati chose individuals who portray similar entrepreneurial spirits as its founders and who give back to the next generation. Honoring 100 British businessmen and women will likely help the automaker demonstrate a personal dedication to upcoming generations of innovators (see story).