Sytner unveils Maserati's new standalone showroom in Ascot

Sytner Group has officially opened Maserati’s new store in Ascot, Berkshire.

The new 14-car showroom will be spread over 395 sqm with space on the forecourt for a further 20 pre-owned cars.

Designed as a contemporary living space, to reflect the Italian luxury car manufacturer’s new corporate identity it will offer an immersive experience during and after sale.

The new site features the brand’s new retail store concept, combining the refinement of a ‘sartoria’ – a tailor’s atelier – with the rawness of an ‘officina’ – a workshop, allowing customers to bring to life their own bespoke vision of the ultimate luxury car.

After 25 years in Egham, Surrey, sharing premises with another luxury car marque, the all-new dedicated Maserati showroom joins the existing portfolio of sites run by Sytner Group, which already represents the brand in Birmingham, Edinburgh and Nottingham.

Commenting on the new site opening, Maserati North Europe general manager Peter Charters said, “From the early stages of developing a new car, to the complete luxury retail experience, everything at Maserati is designed with the client in mind. 

“After the launch of the Grecale luxury mid-size SUV, followed by the high-performance GranTurismo coupé, this is another extremely exciting time to be launching an additional brand new Maserati site in the UK, which perfectly embodies our values”.

Howard Rose, Sytner managing director, said: “We’ve enjoyed a successful history at our Egham site for Maserati, but moving to a standalone site in such a prime location will be tremendous for both current and future owners.

"Maserati is synonymous with elegant Italian design, innovation, performance and passion, and we look forward to continuing to be part of the brand’s exciting future in the UK.”