I really, really want to hear the answer, because I am in the dark, too, Larry!
Maserati is the small underdog in the sports car world, surrounded by "giants" Ferrari, Lamborghini, Bugatti, et al. The idea is that they don't have the resources brand cache, but they have spirit, drive, and creativity. I'm a car buff, so that background made it a cool ad to me.Maserati is also owned by parent company Fiat which also own Ferrari, so there's an added sense of sibling rivalry at play.
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