{"id":35059,"date":"2024-11-15T11:55:32","date_gmt":"2024-11-15T10:55:32","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=35059"},"modified":"2024-11-15T12:11:17","modified_gmt":"2024-11-15T11:11:17","slug":"maserati-recalls-former-employees-to-win-back-the-united-states","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/","title":{"rendered":"Maserati recalls former employees to win back the US market"},"content":{"rendered":"<p><a href=\"https:\/\/www.italpassion.fr\/en\/maserati\/\">Maserati<\/a> 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. <strong>its most important market, the United States. <\/strong>Under the direction of <a href=\"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/alfa-romeo-and-maserati-change-ceo\/\">Santo Ficili, recently appointed CEO of Alfa Romeo and Maserati<\/a>A wind of renewal is blowing through the brand's strategy. This approach includes <strong>the return of two familiar figures from the Maserati world: Andrea Soriani and Nicole Longhini-McElroy.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A crucial US market for Maserati<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-1024x683.jpg\" alt=\"\" class=\"wp-image-35061\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-1024x683.jpg 1024w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-300x200.jpg 300w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-18x12.jpg 18w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-561x374.jpg 561w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-1122x748.jpg 1122w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-265x177.jpg 265w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-531x354.jpg 531w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-364x243.jpg 364w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-728x485.jpg 728w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-608x405.jpg 608w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-758x505.jpg 758w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-1152x768.jpg 1152w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa-600x400.jpg 600w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>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, <strong>the US market remains a priority, <\/strong>despite <a href=\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-q3-2024-figures-the-trident-brand-at-its-worst\/\">the recent drop in figures.<\/a> Against this backdrop, Maserati is aiming for a rapid and effective relaunch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The return of key figures<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-1024x683.jpg\" alt=\"\" class=\"wp-image-35060\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-1024x683.jpg 1024w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-300x200.jpg 300w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-18x12.jpg 18w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-561x374.jpg 561w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-1122x748.jpg 1122w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-265x177.jpg 265w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-531x354.jpg 531w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-364x243.jpg 364w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-728x485.jpg 728w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-608x405.jpg 608w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-758x505.jpg 758w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-1152x768.jpg 1152w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement-600x400.jpg 600w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-recutement.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>To orchestrate this renewal, Santo Ficili called on<strong> two emblematic figures who know Maserati and the luxury car industry inside out: Andrea Soriani and Nicole Longhini-McElroy.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Andrea Soriani<\/strong>the 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.<\/li>\n\n\n\n<li><strong>Nicole Longhini-McElroy<\/strong>The 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.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">An ambitious recovery strategy<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"333\" height=\"411\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/10\/santo-ficili.jpg\" alt=\"\" class=\"wp-image-34811\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/10\/santo-ficili.jpg 333w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/10\/santo-ficili-243x300.jpg 243w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/10\/santo-ficili-10x12.jpg 10w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/10\/santo-ficili-265x327.jpg 265w\" sizes=\"auto, (max-width: 333px) 100vw, 333px\" \/><\/figure>\n<\/div>\n\n\n<p>This return to our roots is not limited to recruitment. Santo Ficili is betting on a global strategy to relaunch Maserati in America:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Strengthen brand image:<\/strong> 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.<\/li>\n\n\n\n<li><strong>Optimizing the range :<\/strong> 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.<\/li>\n\n\n\n<li><strong>Increase dealer commitment:<\/strong> Maserati plans to intensify its relationships with North American dealers to guarantee a better customer experience and increase sales.<\/li>\n\n\n\n<li><strong>Focus on digital and innovation:<\/strong> 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.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">A monumental but not insurmountable challenge<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-1024x683.jpg\" alt=\"\" class=\"wp-image-35062\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-1024x683.jpg 1024w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-300x200.jpg 300w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-18x12.jpg 18w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-561x374.jpg 561w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-1122x748.jpg 1122w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-265x177.jpg 265w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-531x354.jpg 531w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-364x243.jpg 364w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-728x485.jpg 728w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-608x405.jpg 608w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-758x505.jpg 758w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-1152x768.jpg 1152w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6-600x400.jpg 600w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-granturismo-v6.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Maserati is at a crossroads. With revenues in freefall and accumulated losses, the pressure is immense. However, the <strong>the brand's history is punctuated by periods of resilience. <\/strong>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. <\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":35061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[27],"tags":[],"class_list":["post-35059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maserati","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maserati rappelle d&#039;anciens employ\u00e9s pour reconqu\u00e9rir les \u00c9tats-Unis - ItalPassion<\/title>\n<meta name=\"description\" content=\"Maserati est en pleine transition et n\u2019a pas dit son dernier mot. 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La marque italienne au Trident, confront\u00e9e \u00e0 des d\u00e9fis majeurs, tente de redresser la\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-recalls-former-employees-to-win-back-the-united-states\/\" \/>\n<meta property=\"og:site_name\" content=\"ItalPassion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/italpassion\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-15T10:55:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-15T11:11:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alexandre Filluzeau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@italpassion\" \/>\n<meta name=\"twitter:site\" content=\"@italpassion\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/\"},\"author\":{\"name\":\"Alexandre Filluzeau\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/#\/schema\/person\/36f747b2a759ca202d847e85a9434ca0\"},\"headline\":\"Maserati rappelle d&rsquo;anciens employ\u00e9s pour reconqu\u00e9rir les \u00c9tats-Unis\",\"datePublished\":\"2024-11-15T10:55:32+00:00\",\"dateModified\":\"2024-11-15T11:11:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/\"},\"wordCount\":618,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa.jpg\",\"articleSection\":[\"Maserati\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/\",\"url\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/\",\"name\":\"Maserati rappelle d'anciens employ\u00e9s pour reconqu\u00e9rir les \u00c9tats-Unis - ItalPassion\",\"isPartOf\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2024\/11\/maserati-usa.jpg\",\"datePublished\":\"2024-11-15T10:55:32+00:00\",\"dateModified\":\"2024-11-15T11:11:17+00:00\",\"description\":\"Maserati est en pleine transition et n\u2019a pas dit son dernier mot. 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