New Maserati CEO Santo Ficili has insisted that Maserati can be turned around as he embarks on a plan to improve the Italian brand’s cars, marketing and dealers in a bid to return to profitability.
Ficili was installed at Modena last October by then Stellantis boss Carlos Tavares, who fired previous CEO Davide Grasso for Maserati’s poor performance, particularly in reference to its marketing.
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Maserati has committed brand suicide!!!! Management needs to buy all of the rebuilt and recovered Maserati's and put them in a crusher. Why??? There is a very big market for buying wrecked Maserati's and piecing one together. Every one of those "crap/junk recovered titles" is giving Maserati a bad name. Those junk/scrap autos will never be equal to a used undamaged automobile. Maserati dealership sales videos are crap. You could replace the Maserati in the video with any cheap American auto and you would not have to change 89% of the description. Maserati needs to make videos for social media that reflect the passion and thrill of owning a Maserati!!! Maserati needs to search out negative comments on social media and challenge the poster to justify his comments. 90% of negative comment authors have never owned one much less driven one. Maserati management ignores the impact negative opinions have on sales. Maserati management needs to offer low-cost training to get more mechanics qualified to service their autos. When an owner of a $150,000 auto has a bad experience because of poor service, that owner will buy another brand and will forever cuss the dealership and the Maserati brand. Your service departments should have highly skilled mechanics and service writers to give the owners confidence in the dealership. Poor service equals a bad reputation and a pissed-off wealthy former Maserati fan. Maserati management should abandon any desire to have an EV. Nobody will buy a silent Maserati. The engineering team should focus on performance, not worrying about Global Warming. The management of Maserati should make videos about the care and skill of the craftsmen who cut and sew the leather. The production team should have video biographies explaining their passion for making Maserati. I have a lot of other ideas on how to save the brand. Management's past history shows how out of touch they are with selling Maserati automobiles.
it's difficult to know why anyone would buy a Maserati at the moment. Their sports cars don't have the appeal or cache of Ferrari, McLaren or Lamborghini - in my opinion. The SUVs don't quite add up against say Range Rover. The saloons are extremely ordinary at their price points. It's a personal opinion, but I don't like that sort of drooping open mouth at the front either. Think they really need some sort of halo vehicle or acticity - definitely not Formula E - to build an idea of why we should sign on the dotted line. It's not a pleasure to me to voice this opinion. In the day they were every bit the equal of Ferrari et al. But the day was a very long time ago. Shame.