CASE STUDY MASERATI

Maserati brings its showroom standard to every screen

A new paradigm in real-time web configuration unified the customer journey, cut production costs by more than 30% and elevated the quality to new standards

5-MINUTE READ

Imagination in the driver's seat

Customer expectations in luxury automotive are shifting. The first interaction increasingly happens on a screen, where buyers expect the same level of precision, emotion and control they would find in a showroom. For brands at the top of the luxury segment, that raises the bar, providing a consistently exceptional perception of quality across every touchpoint.

As Maserati focused on delivering cinematic image quality as a defining standard, attention turned to the digital experience. A separate initiative addressed the web configurator directly: it followed a traditional model based on pre-rendered images, at a time when expectations in the segment were shifting toward real-time, photorealistic interaction.

Maserati chose to unify the customer journey, strengthening its positioning through a single, consistent experience. Supported by a clear business case, the shift reduced production costs by more than 30%, while giving Maserati the ability to launch, update and scale models globally at a pace that was not possible before.

300+

dealerships worldwide are enabled with cinematic, real-time configuration through the Maserati Experience Engine, an immersive 3D configurator, built with Accenture on Unreal Engine, that has earned the Red Dot Design Award.

Render On Demand

Maserati and Accenture reimagined the luxury car-buying journey—creating foundation for how the brand creates, manages and delivers its products at global scale.

An engine for customization

The starting point was structural. Traditional configurators depend on pre-produced assets, where each variation requires separate rendering and post-production. At Maserati's scale, with millions of configurations across standard models and Fuoriserie, Maserati's personalization program generating more than 100 million possible image outputs, that model becomes difficult to sustain.

In the luxury segment, a highly personalized option can represent a significant investment. The digital representation has to match the physical vehicle exactly.

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Real-time image generation

Render on Demand introduced a different approach. Instead of storing images, the system generates them in real time by calling the 3D master model dynamically and producing a photorealistic output on demand. Post-production is removed.

Built for expansion

Accenture designed both the rendering architecture and the underlying 3D model ecosystem it depends on, ensuring the platform can expand to support new models, markets and channels without rebuilding the foundation.

Unified content management

Integrating with over 10 channels, the system is a single production source for customer experiences, with potential to extend to future campaigns. Adding a new model, color or feature is a single update, available across every channel and market at once.

High-fidelity infrastructure

To operate at this level globally, the platform runs on AWS. The infrastructure provides the GPU power required to generate high-fidelity visuals on demand.

A configuration created on maserati.com can be saved and retrieved at a dealership using a unique code. The interaction continues rather than restarting. Where marketing assets previously required physical shoots and separate production cycles for each market, standard assets can now be captured directly from the configurator, while more specialized visuals can be created through dedicated 3D support.

"For the first time, every customer can experience Maserati's design and detail directly online, on any device. That changes how we inspire and engage people before they ever enter a showroom."

Chiara Cocozza - Head of Customer Journey & Digital Experience, Maserati.

Immersive luxury experiences

The platform launched in June 2026 across 30 markets and 10 languages, aligned with the introduction of the NEW Grecale, NEW GranTurismo and NEW GranCabrio, with rollout planned to expand to more than 60 markets and 23 languages.

For the first time, web and dealership experiences went live simultaneously, eliminating the staggered rollouts that previously delayed consistency across channels. This level of synchronization changes how Maserati brings products to market, allowing the brand to introduce new models, features and updates globally with consistency and speed.

A single platform now connects the online and in-store journey, supports content production directly from vehicle configurations and enables synchronized launches across every market. Maserati can introduce new models, features and updates once, and deliver them consistently across channels and regions at the same time.

For Maserati, the configurator is no longer just a sales tool. It is the foundation for how the brand creates, manages and delivers its products at global scale.