The Maserati Medici Concept by Giorgetto Giugiaro and Its Lasting Design Influence

Evolved Elegance - Automotive history often remembers the cars that reached production, yet some of the most meaningful design breakthroughs come from concepts that were allowed to evolve rather than succeed instantly. In the 1970s, when luxury sedans were still defined by tradition and restraint, Maserati briefly explored a more experimental path. That exploration took shape through a single concept car that would be shown to the world twice, transformed by criticism, persistence, and vision: the Maserati Medici. 

The 1974 Maserati Medici I by ItalDesign. (Picture from: AllCarIndex)

The Medici project began in 1974 under the direction of Giorgetto Giugiaro and his Turin-based design firm, Italdesign. At the time, Giugiaro was already a dominant force in automotive design, having shaped celebrated Maserati models such as the Ghibli, Bora, and Merak. His goal was ambitious—to imagine a four-door Maserati that could rival the presence and comfort of American luxury limousines while retaining Italian performance character. The concept was also a response to the contemporary Quattroporte II, whose limited power failed to reflect Maserati’s sporting heritage. 

The 1974 Maserati Medici I by ItalDesign. (Picture from: CarThrottle)

Named after the influential Medici family of Florence, renowned since the 14th century for their wealth, power, and patronage of the arts, the car was meant to embody authority and cultural prestige. The original version, later referred to as Medici I, used an existing Maserati Indy chassis and replaced the standard V6 with a far more imposing V8 engine of nearly five liters, mounted longitudinally. This mechanical choice aligned the concept with Maserati’s performance identity while setting the foundation for a true executive flagship.

The 1974 Maserati Medici I by ItalDesign. (Picture from: CarThrottle)

Inside, Medici I was unapologetically unconventional. The cabin featured six seats arranged to resemble a private lounge rather than a traditional sedan. Four rear seats faced each other in a “living room” configuration, wrapped in velour upholstery to enhance comfort and intimacy. The idea was to transform the car into a moving salon, prioritizing conversation and relaxation over driving involvement—an unusual but deliberate statement in the context of 1970s luxury. 

The 1976 Maserati Medici II by ItalDesign. (Picture from: Wikipedia)

Stylistically, Giugiaro pursued clean geometry and balance, drawing inspiration from his Audi Asso di Picche concept. The two-box silhouette was sharp and modern, yet when Medici I debuted at the 1974 Turin Motor Show, its proportions drew criticism. The bonnet sat noticeably low compared to the roofline, giving the car an awkward visual stance that clashed with Giugiaro’s otherwise disciplined design language. Even Italdesign later acknowledged that the execution did not meet expectations, an honest reflection of the project’s shortcomings. 

The 1976 Maserati Medici II by ItalDesign. (Picture from: CarStylingru)

Rather than abandoning the idea, Giugiaro chose to rework it entirely. The same car was brought back into the Italdesign workshop and subjected to a comprehensive redesign that touched nearly every visible surface. The revised version, unveiled in 1976 and known as Medici II, corrected the proportions by raising the bonnet line, replacing the pop-up headlights with four rectangular units, and adding a more formal chrome-framed grille. The result was less sporty but far more elegant, aligning the car with executive luxury rather than experimental futurism.

The 1976 Maserati Medici II by ItalDesign. (Picture from: Wikipedia)

The interior transformation was just as significant. The six-seat lounge concept was replaced with a four-seat executive layout. Rear-facing seats were removed and substituted with custom cabinets housing a minibar, refrigerator, writing desk, and document storage. Individual rear armchairs replaced the bench seating, while leather and briarwood supplanted velour. Advanced features for the era, including a television and a radio telephone, reinforced Medici II’s role as a mobile office designed for high-ranking occupants. | YcyON_teCGE | etDzQWd3clk |

Medici II debuted at the 1976 Paris Motor Show to widespread acclaim, a stark contrast to the mixed reception of its earlier form. Its appeal extended beyond the exhibition hall when it was acquired in 1977 by Mohammad Reza Pahlavi, the Shah of Persia. More importantly, its design language influenced Maserati’s future, particularly the Quattroporte III, which achieved the commercial and institutional success that the Medici itself never sought. Today, preserved at the Louwman Museum in the Netherlands, the Medici stands as a single car with two identities—an evolving experiment that demonstrated how refinement, humility, and persistence can turn early misjudgment into lasting influence. *** [EKA | FROM VARIOUS SOURCES | ITALDESIGN.IT | LOUWMANMUSEUM | STORY-CARS | CARSTYLING.RU | SUPERCARS.NET | ALLCARINDEX | CARTHROTTLE | WIKIPEDIA ]

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