Maserati of North America recently appointed some new executive figures to hopefully address some of the automaker’s recent issues and ailing sales. In its latest announcement, the Italian luxury sports carmaker appointed a new General Manager and a new Director of Marketing for its North American division in an effort to address some of the company’s current challenges.
Joining the team, or rejoining the team for that matter, is a thirty-year veteran in the sales, marketing, and forward-facing customer service field, Andrea Soriani, who will become Maserati NA’s General Manager. On the other side, taking up the role as division’s Director of Marketing is seasoned automotive executive veteran, Nicole Longhini, who brings over 25 years of automotive executive experience.
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Maserati of North America
Although his recent role appointment is new, Soriani is a veteran of the Maserati brand, having formerly served as the automaker’s Global Brand Marketing Manager in Italy, before becoming Maserati and Ferrari’s Brand Director in 2002. He then moved on to become Maserati North America’s Head of Marketing & Communications between 2005 and 2017.
For some brief time, Soriani moved on to become Lucid Motors’ President of Marketing before leaving the automotive industry entirely to spend some time performing similar duties at TAG Heuer North America. Now, Soriani returns to Italy’s Trident to beck become the General Manager for the automaker’s North American branch.
Maserati S.p.A.
“After seven years, I am honored to return home to the iconic Trident Brand,” Soriani said in his official statement. “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. I’m looking forward to bringing together this talented team, inspiring change, and leading the North American market to growth and success.”
Now serving as the main figure in charge of all of Maserati North America’s marketing operations, Nicole Longhini joins the Italian Trident after most recently serving as RECARO Automotive Seating’s Global Vice President of Product & Brand Development.
Maserati of North America
Longhini also served similar roles at General Motors and other major OEMs, helping to accumulate her nearly 25 years experience in automotive executive positions.
As a refresher, earlier this year, came under a lot of scrutiny after quarterly sales reports showed some alarmingly bad results and slow sales, with many speculating that the conglomerate could potentially sell off some of its worst performing brands. Analysts noted that Maserati was the poorest performer, leading some to speculate further that it could be sold off to stop Stellantis’ financial hemorrhaging.
However, after taking a few steps back and reassessing its near future outlook, both Maserati and Stellantis confirmed that the automaker, along with Stellantis’ other 13 brands, will remain in the conglomerate’s portfolio moving forward.
Maserati
In further developments earlier this year, Stellantis CEO Carlos Tavares spoke out in his belief that Maserati’s struggles with its own marketing is what contributed to its alarmingly poor sales. With these new executive appointments in the marketing department however, it’s a clear sign that both Stellantis and Maserati are taking the right steps at addressing its issues where needed.
“I am pleased to welcome Andrea and Nicole to the Maserati Brand,” Maserati CEO, Santo Ficili, said in his official statement. “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. I am confident that their proven history and ability to lead technically, commercially, and creatively will bring innovative ideas and launch a new era for Maserati in North America rooted in results.”
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Publish date : 2024-11-15 12:39:00
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