{"id":32923,"date":"2024-01-24T13:55:25","date_gmt":"2024-01-24T12:55:25","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=32923"},"modified":"2024-01-24T13:55:27","modified_gmt":"2024-01-24T12:55:27","slug":"maserati-duas-grandes-mudancas-na-gestao-que-chegaram-demasiado-tarde","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/pt\/maserati\/maserati-deux-changements-majeurs-au-sein-de-la-direction-qui-arrivent-trop-tard\/","title":{"rendered":"Maserati: duas grandes mudan\u00e7as na dire\u00e7\u00e3o... demasiado tarde?"},"content":{"rendered":"

Ser\u00e1 que Stellantis est\u00e1 finalmente a perceber que os resultados comerciais de Maserati<\/a> n\u00e3o s\u00e3o t\u00e3o bons como se esperava?<\/strong> Como notici\u00e1mos ontem as nossas preocupa\u00e7\u00f5es relativamente \u00e0 gest\u00e3o da Maserati pela Stellantis<\/a>Desde o in\u00edcio de janeiro, a marca Trident anunciou duas mudan\u00e7as em posi\u00e7\u00f5es estrat\u00e9gicas, na comunica\u00e7\u00e3o e marketing e nas vendas.<\/p>\n\n\n\n

Em primeiro lugar, Giovanni Perosino \u00e9 agora Diretor de Comunica\u00e7\u00e3o e Marketing.<\/strong> Trabalhou na Lancia e depois na FCA com Sergio Marchionne. Em 2019, entrou para o Grupo Volkswagen para assumir o cargo de Diretor Comercial da Lamborghini no final de 2019. Regressar\u00e1 \u00e0 Maserati em 2024 para assumir a dire\u00e7\u00e3o de comunica\u00e7\u00e3o e marketing. S\u00e3o dois cargos estrat\u00e9gicos, porque o marketing estuda o mercado e a clientela, e a comunica\u00e7\u00e3o tem de dar a conhecer a exist\u00eancia da marca, seja atrav\u00e9s da concorr\u00eancia ou do lan\u00e7amento de novos modelos. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sucede a Paolo Tubito, que teve uma longa carreira na Nike.<\/strong> e nomeado para o cargo no in\u00edcio de 2020 por Stellantis... o que demonstra que uma longa experi\u00eancia no cal\u00e7ado desportivo n\u00e3o foi eficaz no mercado dos autom\u00f3veis de luxo. Sejamos honestos, a Maserati n\u00e3o tem nada a ver com a F\u00f3rmula E, muitos (antigos) clientes da Maserati j\u00e1 n\u00e3o compreendem o posicionamento da marca e, embora existam novos modelos, n\u00e3o h\u00e1 comunica\u00e7\u00e3o\/publicidade para os divulgar.<\/p>\n\n\n\n

A segunda grande mudan\u00e7a \u00e9 a nomea\u00e7\u00e3o de Luca Delfino como Diretor Comercial.<\/strong>. Trabalha para a Maserati desde 2007 e ocupou v\u00e1rios cargos na Europa, Am\u00e9rica do Norte, M\u00e9dio Oriente e \u00c1sia. Talvez tenha algo a dizer sobre o posicionamento excessivamente caro da marca? David Grasso, CEO da Maserati, afirma: \"Desempenhar\u00e1 um papel crucial na contribui\u00e7\u00e3o para o sucesso da Maserati neste momento desafiante e emocionante para a nossa ind\u00fastria.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sucede a Bernard Loire, <\/strong>um franc\u00eas nomeado por Stellantis no in\u00edcio de 2020 que, apesar da sua longa experi\u00eancia na Ford, FCA, Nissan e Mitsubishi, n\u00e3o parece ter convencido com resultados mistos em 2023 e um ano dif\u00edcil em 2024. \u00c9 bom ter estabelecer objectivos de vendas ambiciosos<\/a>Mas tamb\u00e9m temos de fornecer os meios para os alcan\u00e7ar.<\/p>\n\n\n\n

N\u00e3o h\u00e1 fumo sem fogo<\/strong> Entre a queda da produ\u00e7\u00e3o em Mirafiori em 2023 e a queda das encomendas do MC20 em 2024, a suspens\u00e3o do desenvolvimento do Quattroporte<\/a>Estes dois an\u00fancios para lugares-chave surgem na sequ\u00eancia de resultados decepcionantes. Os italianos Giovanni Perosino e Luca Delfino podem ser as pessoas certas, que conhecem bem a marca, mas n\u00e3o estar\u00e3o a chegar demasiado tarde? David Grasso continua a ser CEO da Maserati, mas se n\u00e3o forem feitos an\u00fancios concretos em 2024, ser\u00e1 provavelmente o seu \u00faltimo ano.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":32924,"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-32923","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":"\nMaserati : deux changements majeurs au sein de la direction... qui arrivent trop tard ? - ItalPassion<\/title>\n<meta name=\"description\" content=\"Est-ce que Stellantis prend enfin conscience que les r\u00e9sultats commerciaux de Maserati ne sont pas aussi bons qu'esp\u00e9r\u00e9 ? 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