The Frontrow co-founder dreamt of driving a supercar when he was growing up. Now, he’s leading an entire luxury brand
Everyone in the motoring industry was surprised when the already successful founder of Frontrow took the helm of Maserati Philippines and became president of Modena Motorsports.
In supercar circles, everyone already knows that Verzosa’s garage is filled with some of the country’s most expensive, drool-worthy cars, including the rare BMW i8. We would see him at the racetrack, followed by a bevy of supercars driven by some of his company’s top performers.
Growing up in Manila, Verzosa fondly regarded these cars as a level of achievement. “It was a symbol of success for me,” the Civil Engineering graduate and father of three says. “Maserati was one of the first car brands that I dreamed of, and I am very blessed that I was able to realize this dream.”
Wait is over
The Maserati brand is gearing up for a total renewal in brand direction. Most aficionados of the brand have been waiting for 2021 for a long time as this will be the year when the much-rumored Maserati Corse (MC) 20 will be launched. It is said to house a 630-hp twin-turbo V6 and might possibly have an electric variant. This is significant because the last time the Trident produced a supercar was the MC 12, which stopped production in 2005.
One of the exciting cars produced by the brand is the Maserati Levante, which is an embodiment of a supercar turned SUV. The Levante was one of the first vehicles that signaled some of the luxury car makers’ foray into the SUV segment, namely the Rolls Royce Cullinan and The Lamborghini Urus.
The beginnings of Maserati stems from five Italian brothers involved in motorsports in the early 20th century. One of the brothers’ custom-built cars won the 1926 Targa Florio, an open road endurance race in Sicily. The trident logo, inspired by Neptune’s fountain situated in Piazza Maggiore, Bologna, stands for strength and vigor. Now Maserati is owned by the Fiat Chrysler Group and will continue to use Ferrari engines until 2022.
Today, luxury brands such as Celine and Bottega Venetta are going after a younger demographic, those 40-and-below billionaires who were made affluent by tech start-ups and the digital revolution.
Maserati’s shift to cater to this target market is seamless, following Verzosa’s personal mindset on how supercars are a testament to one’s success. What he brings to the table is having the inside scoop on the psyche of supercar customers—what they value, appreciate, and the features that they are willing to pay for.
Because of this innate understanding and appreciation of these machines, Verzosa’s Maserati has become one of the most successful distributorships worldwide, despite the challenges in 2020. Under his leadership, Maserati has upgraded its BGC showroom and plans to expand into key cities in Metro Manila.
Loving the brand helps. “Maserati is innovative by nature, unique by design, powered by passion,” Verzosa says. “It is the absolute opposite of ordinary.”
The full story on Sam Verzosa is in Volume 1 of Lifestyle Asia 2021.
Banner Photo by Miguel Abesamis of Studio 100