Maserati overhauls North American leadership

Maserati has announced major changes to its leadership team in North America as the Italian brand looks to turn around its struggling sales numbers. 

Digging in: The leadership changes include naming Andrea Soriani as general manager of Maserati North America operations and Nicole Longhini as director of marketing in North America.

What’s to know: 

• Soriani previously served as global marketing manager for Maserati. He was also Maserati brand director, and head of marketing and communications for the Italian brand from 2005 to 2017.  Soriani most recently held the positions of VP of marketing and communications at Lucid Motors and VP of marketing for TAG Heur North America.  

• Longhini has more than 25 years of automotive, racing and aftermarket experience. She has held senior level positions at General Motors, Fiat North America, and most recently Recaro Automotive Seating, where she served as global vice president of product development and brand.

Under the new leadership change, Soriani – who succeeds Kelly MacDonald as Maserati’s general manager – will report directly to Maserati Global Chief Commercial Officer Luca Delfino. Longhini will report directly to Soriani.   

What they’re saying: “I am pleased to welcome Andrea and Nicole to the Maserati Brand. 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.” Santo Ficili, CEO of Maserati.

Why it matters: The appointments of Soriani and Longhini come at a critical time for Maserati, given the challenges the Italian brand has faced in 2024.

• Maserati’s global sales fell more than 50% to 6,500 units from January to June from 15,300 during the same period in 2023.

• The brand had an adjusted operating loss of €82 million ($86 million USD), from a profit of €121 million ($127.5 million USD) in 2023, which translates to a negative 13% adjusted operating margin, compared with a positive 9.2% margin in 2023.

Big picture: Stellantis CEO Carlos Tavares – who has been questioned about the future of Maserati as part of the Stellantis group – has said marketing has been a major factor in the Italian brand’s inability to meet its sales and profit targets.

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