{"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":"a-maserati-chama-antigos-empregados-para-reconquistar-os-estados-unidos","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/pt\/maserati\/maserati-rappelle-danciens-employes-pour-reconquerir-les-etats-unis\/","title":{"rendered":"A Maserati chama antigos empregados para reconquistar os Estados Unidos"},"content":{"rendered":"

Maserati<\/a> est\u00e1 a passar por uma grande transi\u00e7\u00e3o e ainda n\u00e3o disse a sua \u00faltima palavra. Confrontada com grandes desafios, a marca italiana com o Tridente est\u00e1 a tentar retomar o caminho do sucesso. o seu maior mercado, os Estados Unidos. <\/strong>Sob a dire\u00e7\u00e3o de Santo Ficili, recentemente nomeado Diretor-Geral da Alfa Romeo e da Maserati<\/a>Um vento de renova\u00e7\u00e3o est\u00e1 a soprar na estrat\u00e9gia da marca. Isto inclui o regresso de duas caras conhecidas do mundo Maserati: Andrea Soriani e Nicole Longhini-McElroy.<\/strong><\/p>\n\n\n\n

Um mercado americano crucial para a Maserati<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Os Estados Unidos s\u00e3o um pilar estrat\u00e9gico para a Maserati. Durante anos, este mercado dominou as vendas mundiais da marca, muito \u00e0 frente de It\u00e1lia. Com 7.697 ve\u00edculos vendidos em 2023 e mais de 3.000 unidades vendidas no primeiro semestre de 2024, o mercado americano continua a ser uma prioridade, <\/strong>apesar de a recente queda dos n\u00fameros.<\/a> Neste contexto, a Maserati pretende um relan\u00e7amento r\u00e1pido e eficaz.<\/p>\n\n\n\n

O regresso de figuras-chave<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Para orquestrar esta renova\u00e7\u00e3o, Santo Ficili recorreu a duas figuras emblem\u00e1ticas que conhecem a Maserati e a ind\u00fastria autom\u00f3vel de luxo por dentro e por fora: Andrea Soriani e Nicole Longhini-McElroy.<\/strong><\/p>\n\n\n\n

    \n
  • Andrea Soriani<\/strong>O novo Diretor Geral da Maserati Am\u00e9rica do Norte j\u00e1 deixou a sua marca na hist\u00f3ria da marca. Antigo diretor de marketing da Maserati entre 2006 e 2017, desempenhou um papel crucial na expans\u00e3o da marca na Am\u00e9rica do Norte. Desde ent\u00e3o, aperfei\u00e7oou os seus conhecimentos em marcas de prest\u00edgio como a TAG Heuer e a Lucid Motors, onde liderou equipas internacionais e desenvolveu estrat\u00e9gias inovadoras para ve\u00edculos de luxo el\u00e9ctricos.<\/li>\n\n\n\n
  • Nicole Longhini-McElroy<\/strong>A nova Diretora de Marketing para a regi\u00e3o da Am\u00e9rica do Norte tem tamb\u00e9m uma longa hist\u00f3ria, de 2011 a 2017, com a FCA (propriet\u00e1ria da Maserati antes da Stellantis). Com uma vasta experi\u00eancia na RECARO Automotive e na General Motors, tem um conhecimento profundo de marketing, branding e desenvolvimento de produtos, essencial para reposicionar a Maserati face a concorrentes como a Porsche.<\/li>\n<\/ul>\n\n\n\n

    Uma estrat\u00e9gia de recupera\u00e7\u00e3o ambiciosa<\/h2>\n\n\n
    \n
    \"\"<\/figure>\n<\/div>\n\n\n

    Este regresso \u00e0s origens n\u00e3o se limita ao recrutamento. Santo Ficili aposta numa estrat\u00e9gia global para relan\u00e7ar a Maserati na Am\u00e9rica:<\/p>\n\n\n\n

      \n
    1. Refor\u00e7o da imagem de marca :<\/strong> Andrea Soriani e Nicole Longhini-McElroy contribuir\u00e3o com a sua experi\u00eancia para modernizar a imagem da Maserati, respeitando o seu patrim\u00f3nio. O objetivo \u00e9 estabelecer uma melhor liga\u00e7\u00e3o com os clientes que procuram luxo e tecnologia.<\/li>\n\n\n\n
    2. Otimiza\u00e7\u00e3o da gama :<\/strong> Com uma gama limitada ap\u00f3s o fim da produ\u00e7\u00e3o do Ghibli e do Quattroporte, a Maserati precisa de preencher as lacunas da sua gama. O lan\u00e7amento de uma nova era de ve\u00edculos, nomeadamente el\u00e9ctricos, \u00e9 crucial.<\/li>\n\n\n\n
    3. Aumentar o empenhamento dos concession\u00e1rios:<\/strong> A Maserati planeia intensificar as suas rela\u00e7\u00f5es com os concession\u00e1rios norte-americanos para assegurar uma melhor experi\u00eancia do cliente e aumentar as vendas.<\/li>\n\n\n\n
    4. Foco no digital e na inova\u00e7\u00e3o:<\/strong> A experi\u00eancia de Andrea Soriani na Lucid Motors, pioneira em ve\u00edculos el\u00e9ctricos, e a experi\u00eancia de Nicole Longhini-McElroy em estrat\u00e9gia digital, dever\u00e3o ajudar a Maserati a navegar melhor na era da eletrifica\u00e7\u00e3o.<\/li>\n<\/ol>\n\n\n\n

      Um desafio monumental mas n\u00e3o intranspon\u00edvel<\/h2>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      A Maserati encontra-se numa encruzilhada. Com receitas em queda livre e perdas acumuladas, a press\u00e3o \u00e9 imensa. No entanto, a press\u00e3o est\u00e1 a aumentar, a hist\u00f3ria da marca \u00e9 pontuada por per\u00edodos de resili\u00eancia. <\/strong>A nomea\u00e7\u00e3o de Santo Ficili e a chamada de antigos funcion\u00e1rios experientes demonstram a determina\u00e7\u00e3o da Maserati em regressar ao sucesso. Os Estados Unidos, o maior mercado do mundo, continuam a ser um terreno f\u00e9rtil para o renascimento. <\/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":"\nMaserati rappelle d'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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