Maserati has officially established its presence in Monaco, appointing BPM Exclusive as the brand’s exclusive dealer in the Principality. The partnership and new showroom were inaugurated with the unveiling of the Maserati MCXtrema, a 730-horsepower track-only supercar.
On 27th February, Monaco’s press and car enthusiasts gathered at the newly acquired Maserati showroom on 9 Rue des Açores for the announcement.
“We are proud to represent Maserati in Monaco and excited to share this passion with our clients,” Guido Giovannelli, General Manager of BPM Exclusive, told Monaco Life.
Giovannelli brings a wealth of experience to this new partnership, having spent a decade with Maserati in various strategic roles across EMEA, Japan and Western Europe.
BPM Group, founded in 2004 by French entrepreneur and racing driver Patrick Bornhauser, has become a significant player in the specialised automotive distribution sectors of France, Monaco and Switzerland. The group reported a turnover of €1.9 billion in 2024, operates 151 sites and employs 2,850 people. Its luxury division, BPM Exclusive, manages 15 prestigious brands, including Aston Martin, Bentley, Ferrari and now Maserati.
Unveiling the MCXtrema
The highlight of the day was the unveiling of the Maserati MCXtrema, limited to just 62 units worldwide. This remarkable looking car represents the pinnacle of Maserati’s engineering prowess. Designed exclusively for the track, this supercar boasts a 3.0-litre twin-turbo V6 engine producing 730 horsepower. Its design pays homage to Maserati’s rich racing heritage, featuring advanced aerodynamics and a lightweight carbon-fibre structure.
“The MCXtrema connects directly to Maserati’s long history and heritage in competition racing,” Julien Brunet, General Manager of Maserati West Europe, told Monaco Life.
Monaco’s first Maserati atelier
The new Maserati showroom in Monaco is designed to offer an immersive experience, reflecting the brand’s Italian craftsmanship and elegance. Customers can explore bespoke configurations through the Fuoriserie programme, selecting from a range of materials and colours to personalise their vehicles. The showroom combines the refinement of a tailor’s atelier with the functionality of a workshop, allowing clients to bring their unique automotive visions to life.
Q&A with Julien Brunet, General Manager of Maserati West Europe
Monaco Life: BPM has been a well-known group in France for a while. How did this partnership in Monaco come about?
Julien Brunet: BPM stood out because we already had a strong relationship with them in Bordeaux and also in Paris. Given their experience and reputation, it was a natural decision to collaborate with them here.
Where is Maserati positioned in the luxury supercar market?
Maserati’s positioning is driven by a balance of sportiness and elegance. We are not looking for radical designs—though the MCXtrema is an exception, as it’s the most extreme model in our lineup.
Our core principle is to develop grand touring cars, following the legacy of the GranTurismo nameplate, which has been part of the Maserati brand for the past 20 to 25 years. I don’t like to compare ourselves directly to competitors because what truly matters is how people perceive us in the market.
We have been very successful with our grand touring concept—offering cars that are not overstated but simply elegant, with distinctive characteristics and exciting driving dynamics. This philosophy has carried over from previous generations to our current lineup, which includes V6 internal combustion engines as well as fully electric models.
What role does electric technology play in Maserati’s future?
You will get a better look at our electric technology during the Rolex Monte-Carlo Masters tennis tournament, where our new EV will serve as a shuttle car for the players.
The same car is available with both a V6 engine and a full battery-electric (BEV) version with 800-volt technology. This is quite impressive from an industry standpoint because the same platform accommodates two very different powertrains. The battery layout is also unique—it is spread across the chassis to keep the centre of gravity at the same level as the internal combustion version.
Most EVs place the battery under the floor, which raises the seating position. Instead, we chose to shrink the battery and position the seats closer to it, preserving the spirit of a true GranTurismo. Our goal, regardless of the powertrain, is always to deliver the most exciting driving experience possible.
Are you seeing strong demand for Maserati’s electric models?
We are currently evaluating market demand across all model ranges. The reality is that not every market is fully mature for electric cars yet. While we have set a clear direction towards electrification, we are also closely analysing how customers are responding to our offerings.
Today, Maserati is one of the very few luxury brands offering both a high-performance V6, a hybrid and a fully electric alternative within the same model lineup. We are carefully listening to our customers and will adjust our strategy based on their preferences. For us, luxury is about giving customers a choice rather than imposing a single path. That’s why we aim to provide a broad range of possibilities.
Maserati MSG Racing is, of course, Monaco’s own Formula E team. How does that involvement fit into this strategy?
Formula E plays a crucial role in demonstrating that high-performance vehicles can also be sustainable. It’s a proving ground for cutting-edge electric technology, and we use the insights gained from racing to improve our road cars.
Our goal, regardless of the technology, is to create the most exciting cars possible. Formula E is an exciting laboratory for innovation, and it allows us to push boundaries in performance and efficiency.
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Main photo credit: Cassandra Tanti, Monaco Life