Alexandre
Maserati is in full transition and has not said its last word. Faced with major challenges, the Italian brand with the Trident is trying to get back on track. its most important market, the United States. Under the direction of Santo Ficili, recently appointed CEO of Alfa Romeo and MaseratiA wind of renewal is blowing through the brand's strategy. This approach includes the return of two familiar figures from the Maserati world: Andrea Soriani and Nicole Longhini-McElroy.
A crucial US market for Maserati
The United States is a strategic pillar for Maserati. For years, this market has dominated the brand's worldwide sales, far ahead of Italy. With 7,697 vehicles sold in 2023 and over 3,000 units sold in the first half of 2024, the US market remains a priority, despite the recent drop in figures. Against this backdrop, Maserati is aiming for a rapid and effective relaunch.
The return of key figures
To orchestrate this renewal, Santo Ficili called on two emblematic figures who know Maserati and the luxury car industry inside out: Andrea Soriani and Nicole Longhini-McElroy.
- Andrea Sorianithe new General Manager of Maserati North America, has already made his mark on the brand's history. A former marketing manager for Maserati between 2006 and 2017, he played a crucial role in the brand's expansion in North America. Since then, he has honed his expertise at prestigious brands such as TAG Heuer and Lucid Motors, where he led international teams and developed innovative strategies for electric luxury vehicles.
- Nicole Longhini-McElroyThe new Marketing Director for the North American region also has a long history, from 2011 to 2017, with FCA (owner of Maserati before Stellantis). With extensive experience at RECARO Automotive and General Motors, she masters the nuts and bolts of marketing, branding and product development, essential to repositioning Maserati against competitors like Porsche.
An ambitious recovery strategy
This return to our roots is not limited to recruitment. Santo Ficili is betting on a global strategy to relaunch Maserati in America:
- Strengthen brand image: Andrea Soriani and Nicole Longhini-McElroy will contribute their know-how to modernize Maserati's image while respecting its heritage. The aim is to better connect with customers in search of luxury and technology.
- Optimizing the range : With a limited offering following the end of production of the Ghibli and Quattroporte, Maserati needs to fill the gaps in its range. The launch of a new era of vehicles, particularly electric ones, is crucial.
- Increase dealer commitment: Maserati plans to intensify its relationships with North American dealers to guarantee a better customer experience and increase sales.
- Focus on digital and innovation: Andrea Soriani's experience at electric vehicle pioneer Lucid Motors, and Nicole Longhini-McElroy's experience in digital strategy, should help Maserati better navigate the electrification era.
A monumental but not insurmountable challenge
Maserati is at a crossroads. With revenues in freefall and accumulated losses, the pressure is immense. However, the the brand's history is punctuated by periods of resilience. The appointment of Santo Ficili and the recall of experienced former employees testify to Maserati's determination to return to success. The United States, as the world's largest market, remains fertile ground for a renaissance.
I wish this beautiful brand every success!
When they lost the Ferrari V-8 in the Gran Turismo, it was "game over". The whole appeal of the Gran Turismo and Quattroporte was for less than $150K you get a Ferrari derived V-8. A V-6 will NEVER be/sound/etc. like a Ferrari V-8. The people at Stellantis need to get this memo.