H.R. Owen opens new Maserati store at its flagship facility, with presence of Maserati's Global Brand Ambassador, David Beckham

Football star David Beckham

Luke Madden – Influence Associates

Release Date

Monday, September 25, 2023


Maserati becomes the latest brand to join H.R. Owen’s new multi-marque facility, with the opening of the first UK new store concept, Maserati Hatfield. To celebrate the opening, the House of the Trident recently hosted an exclusive soirée with Maserati Global Brand Ambassador, David Beckham.

Drawing up to the state-of-the-art facility in a striking GranTurismo, the former professional footballer joined over 100 guests as well as H.R. Owen’s CEO, Ken Choo; Maserati’s Chief Commercial Officer, Bernard Loire; Head of EMEA, Luca Delfino and General Manager North Europe, Peter Charters, to the exclusive invite-only event.

In addition to a VIP guest line-up, attendees were treated to a celebration of the GranTurismo coupé, with a blue Trofeo taking centre stage in the brand new showroom. Other current Maserati models also on display at the event included the flagship MC20 Cielo super sports car, and mid-size luxury SUV, Grecale, in range topping Trofeo form, with its V6 engine and 523 bhp. 

The new dealer location, situated within H.R. Owen’s new Hatfield facility, is the first in the UK to feature Maserati’s ‘new store concept’, which has been designed to express the brand’s power and prowess in Italian luxury craftsmanship. The welcoming and contemporary new setting is crafted to resemble a modern living area, radiating with Italian elegance. It embraces a colour palette reminiscent of the rustic hues found in Italian countryside villages. Within this design concept, five cars are presented at any one time in a striking manner, illuminated dramatically, akin to dynamic sculptures in a dimly lit art gallery. 

Visitors to the new store can enjoy a relaxed café lounge area and also explore a dedicated space for merchandise. Clients also can engage with 'Fuoriserie,' Maserati's customisation program, using a state-of-the-art 3D digital configurator on a large screen – allowing them to express their individuality and creativity in crafting unique, bespoke vehicles.

Ken Choo, CEO of H.R. Owen, said: “We were absolutely thrilled to welcome Maserati to their new site at our facility in Hatfield. This is a very special occasion for both Maserati and H.R. Owen, as we launch their first UK new store concept at our flagship location, expanding our longstanding partnership with the House of the Trident.

“It was a pleasure to host our customers and VIP guests at a spectacular launch event in the new showroom, as well as update them on Maserati and H.R. Owen’s plans for the next few years.”

Bernard Loire, Chief Commercial Officer Maserati, added, "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. Our first new concept store in the UK embodies our values of passion, innovation and beauty through the lens of Italian luxury and it represents another significant milestone in our exciting growth plans, including the launches of GranTurismo and our electric Folgore range.”

Maserati Hatfield joins a growing portfolio of H.R. Owen Maserati sales and servicing sites across the UK. The H.R. Owen Maserati retailers in Hatfield and Manchester provide a full range of new Maserati and certified Pre-owned Maserati, with aftersales facilities available at Hatfield, Manchester and at Burr Road in Wandsworth, London.

H.R. Owen is Britain’s leading luxury motor dealer group, representing some of the world’s most sought-after premium car brands – Bugatti, Rolls-Royce, Aston Martin, Bentley, Ferrari, Maserati, Lamborghini, BAC, Rimac, Czinger, Hennessey and Radford.

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