Seoul - Italian luxury vehicle manufacturer Maserati has established a direct sales unit in South Korea, marking a significant shift in its approach to selling cars in the region. The company announced this strategic move on Wednesday, coupled with plans to launch new models monthly until year-end.
According to Yonhap News Agency, Maserati Korea celebrated its official launch with a ceremony in Seoul, emphasizing the brand's commitment to the Korean market—a market known for its strong affinity for Italian luxury goods. The move comes after years of operating through the local importer and distributor Forza Motors Korea since 2007. "The decision to establish a local unit was reached to solidify the brand's position in Korea," the company stated. During the launch event, Maserati unveiled its latest GranTurismo and GranCabrio models, introducing them for the first time in the South Korean market.