Maserati North America Revamps Marketing Team with New Executives from Lucid and RECARO

Maserati of North America: A New Era with Fresh Leadership

In a strategic move aimed at revitalizing its brand and addressing ongoing sales challenges, Maserati of North America has recently appointed new executive figures. This decision comes in light of the automaker’s struggles in the competitive luxury sports car market, where it has faced declining sales and scrutiny from industry analysts. The appointments of Andrea Soriani as General Manager and Nicole Longhini as Director of Marketing signal Maserati’s commitment to turning the tide and reclaiming its position in the luxury automotive sector.

The New Leadership Team

Andrea Soriani, a seasoned veteran with over thirty years of experience in sales, marketing, and customer service, has returned to Maserati to take on the role of General Manager. Soriani is no stranger to the brand; he previously held several key positions, including Global Brand Marketing Manager and Head of Marketing & Communications for Maserati North America. His extensive background in the automotive industry includes a stint as President of Marketing at Lucid Motors and a role at TAG Heuer North America. Soriani’s return to Maserati is seen as a homecoming, and he expressed his enthusiasm for leading the brand during this pivotal time.

“I am honored to return home to the iconic Trident Brand,” Soriani stated. “Maserati has represented the boldest expression of Italian luxury, craftsmanship, innovation, and performance in more than 70 markets, and this is our time to show the world how we are shaping the future of luxury mobility.”

Joining Soriani is Nicole Longhini, who brings over 25 years of automotive executive experience to her new role as Director of Marketing. Longhini’s previous positions include Global Vice President of Product & Brand Development at RECARO Automotive Seating and various roles at General Motors. Her extensive background in marketing and brand development is expected to play a crucial role in reshaping Maserati’s marketing strategies and enhancing its brand presence in North America.

Addressing Sales Challenges Head-On

Maserati’s recent struggles have not gone unnoticed. Earlier this year, the brand faced significant scrutiny after quarterly sales reports revealed disappointing results. Analysts pointed to Maserati as one of the poorest performers within the Stellantis portfolio, leading to speculation about the potential sale of underperforming brands. However, both Maserati and Stellantis have since confirmed their commitment to retaining all 14 brands, including Maserati, as they work to improve performance.

Stellantis CEO Carlos Tavares has publicly acknowledged that poor marketing strategies have contributed to Maserati’s sales challenges. The appointments of Soriani and Longhini are seen as a direct response to these concerns, indicating a renewed focus on effective marketing and brand positioning. With their combined expertise, the new leadership team aims to implement innovative strategies that will resonate with luxury car buyers and enhance Maserati’s market share.

A Vision for the Future

The new leadership team at Maserati is not just focused on immediate sales recovery; they are also tasked with shaping the brand’s long-term vision. Maserati CEO Santo Ficili expressed confidence in the new executives, stating, “Their vast global experience, leadership capabilities, marketing successes, and product development knowledge will further strengthen and refine Maserati’s impact in our largest market, during a critical time of transition and growth for the Brand and the broader luxury sector.”

As Maserati embarks on this new chapter, the emphasis will be on innovation, craftsmanship, and the unique Italian heritage that the brand embodies. The leadership team is expected to leverage their experience to create compelling marketing campaigns that highlight Maserati’s strengths and differentiate it from competitors.

Conclusion

Maserati of North America is at a crossroads, and the recent appointments of Andrea Soriani and Nicole Longhini mark a significant step toward revitalizing the brand. With a renewed focus on effective marketing and strategic leadership, Maserati aims to overcome its current challenges and emerge stronger in the luxury automotive market. As the brand looks to the future, it will be essential to monitor the impact of these changes and the effectiveness of the new strategies implemented by the leadership team. The road ahead may be challenging, but with the right vision and execution, Maserati has the potential to reclaim its status as a leader in luxury performance vehicles.