The article discusses Maserati’s efforts to revamp its design language and brand image under the leadership of its new chief designer, Klaus Busse. Busse aims to bring out Maserati’s ‘dark side’ by incorporating more aggressive and bold styling elements. Key points include: Maserati’s new design direction will feature sharper lines, more sculpted surfaces, and a more muscular stance. Busse wants to move away from the brand’s previous ‘round and soft’ aesthetic. The new design language will be first seen on the upcoming Grecale SUV, followed by other models. Busse draws inspiration from Maserati’s racing heritage and aims to evoke a sense of power and performance through the designs. The goal is to make Maserati’s vehicles stand out and appeal to a younger, more daring customer base. Busse believes the new designs will help reposition Maserati as a more dynamic and exciting luxury brand.