{"id":36157,"date":"2025-01-23T14:13:53","date_gmt":"2025-01-23T13:13:53","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=36157"},"modified":"2025-01-23T14:13:55","modified_gmt":"2025-01-23T13:13:55","slug":"the-ceo-of-alfa-romeo-maserati-takes-a-roadtrip-to-the-us-to-meet-dealers","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/alfa-romeo\/le-ceo-alfa-romeo-maserati-a-fait-un-roadtrip-aux-us-pour-rencontrer-les-concessionnaires\/","title":{"rendered":"Alfa Romeo \/ Maserati CEO takes US roadtrip to meet dealers"},"content":{"rendered":"
\"\"
Santo Ficili at a Maserati dealership. Linkedin photo<\/figcaption><\/figure>\n\n\n\n

Santo Ficili, the new CEO ofAlfa Romeo<\/a> and Maserati<\/a>recently embarked on a roadtrip across the United States to meet dealers of both brands. The trip, which took place last week, is a strategic one for the two Italian carmakers, who make the majority of their sales there.<\/p>\n\n\n\n

The United States: a key market<\/h2>\n\n\n\n

The United States is a key market for both brands<\/strong>. For Alfa Romeo, the American market is second only to Italy, but the situation is not ideal. Between 2023 and 2024, sales fell by 18 %<\/a>a worrying decline for the brand. For Maserati, the American market remains the main one, but the decline was even more significant with a fall of 37 % over the same period<\/a>. Incomprehensible at a time when Lamborghini and Ferrari are achieving record figures.<\/p>\n\n\n\n

\"\"
Santo Ficilia with Cristiano Fioro, in charge of Alfa Romeo marketing and communications. Linkedin photo<\/figcaption><\/figure>\n\n\n\n

Against this difficult backdrop, Santo Ficili, who took over the reins of Alfa Romeo and Maserati some three months ago<\/a>He knows that measures must be taken quickly to turn things around. \"During my trip to the United States last week, I met with the Alfa Romeo and Maserati teams for strategic reviews and coordination meetings\", he explained. So this roadtrip was also an opportunity to get closer to the dealers and understand the challenges on the ground.<\/p>\n\n\n\n

Concessions, a sensitive point for American customers<\/h2>\n\n\n\n

Feedback from Italian car owners in the United States testifies to the need to improve the distribution and service network. Andrew P., owner of a Ghibli Trofeo in San Diego, explains that the region, though extremely wealthy and populated with many exotic vehicles such as Ferraris, Lamborghinis, McLarens, Alfas and others, is sorely lacking in sales and service outlets. \"My nearest dealer is 125 miles away. This is simply unacceptable! You can't just sell cars, you have to offer services with reasonable proximity,\" he declared.<\/p>\n\n\n\n

Another owner, Adrian H., also highlights the weaknesses of the dealer network. \"The American dealer network is too weak. Take, for example, the San Francisco Bay Area, the richest region in the world, and yet there are only two dealerships, and in very remote locations. A wider range of models could help build customer loyalty and attract new dealers.\"<\/p>\n\n\n\n

New ambitions for the U.S. market<\/h2>\n\n\n\n

During his meetings with dealers, Ficili shared his ambitions for turning things around: \"Newcomers to the teams bring considerable experience, and their ideas will be invaluable in achieving the goals of growth and positioning in this important market for both brands. A big thank you to the key dealers I met - it was a pleasure to have such interesting discussions about building the future together, in total alignment, to deliver exceptional experiences for our customers.\" Indeed, we reported a few months ago that Maserati called back former employees to win back the United States<\/a>.<\/p>\n\n\n\n

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