Dive Brief:
- Maserati appointed Andrea Soriani, former VP of marketing at Lucid Motors, as its new general manager of North America, effective Nov. 18, according to a press release.
- Soriani, who reports to Maserati Global Chief Commercial Officer Luca Delfino, now oversees all of Maserati’s North America operations. He succeeds Kelly MacDonald, who accepted a new position at Stellantis.
- The luxury automaker also named Nichole Longhini as director of marketing for the region, effective Nov. 4.
Dive Insight:
Soriani’s latest career move is a homecoming, as he previously served as global brand marketing manager for Stellantis-owned Maserati in Italy.
In 2002, Soriani moved to the U.S. where he became the brand director for Maserati and Ferrari. Then, from 2005 to 2017, he held the title of head of marketing and communications for Maserati North America.
“After seven years, I am honored to return home to the iconic Trident Brand,” Soriani said in the release. “I’m looking forward to bringing together this talented team, inspiring change, and leading the North American market to growth and success.”
After his first tenure at Maserati, Soriani became the VP of marketing for TAG Heuer North America, which is part of multinational company LVMH Group, prior to joining Lucid in 2023. There, he was tasked with growing Lucid brand awareness and demand for its products.
Longhini is also an auto industry veteran with more than 25 years of experience at companies such as General Motors, Fiat North America and Recardo Automotive Seating. She will lead all of Maserati’s North American marketing operations, reporting to Soriani.
“I am pleased to welcome Andrea and Nicole to the Maserati Brand,” said Maserati CEO Santo Ficili in the release. “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.”
Maserati struggled in the first half of 2024, with net revenues falling nearly 52% to 631 million euros, according to Stellantis’ financial report. Earlier this year, Stellantis CEO Carlos Tavares said the company would “shut down” brands operating at a loss, Reuters reported in July, but the company later said it has an “unwavering commitment to Maserati’s bright future.”
