Maserati North America CMO Elevated To CEO

Kelly MacDonald has been named chief executive officer of Maserati North America, effective Dec. 1.

MacDonald will lead all Maserati operations for the United States and Canada. She became CMO of Maserati Americas in August after nine months as the senior director of North American sales at Lucid Motors.

She was previously at General Motors for six years, Nissan for 10 years and DaimlerChrysler (Stellantis' predecessor) for eight years.

MacDonald’s automotive background includes increasingly senior positions at OEMs both in the United States and abroad, including leadership and global executive roles.

She will report to Bernard Loire, Maserati’s chief commercial officer.

Maserati's current CEO for the region, William Peffer, has accepted the Jeep North America CEO position within Stellantis, parent company of Maserati



Peffer joined Maserati in 2020. Previously, he was COO of Kia Motors America. He replaces Jim Morrison, who is now responsible for the newly formed Jeep Performance Parts business. Before that, Morrison was head of Jeep North America. He also held positions in sales as well as with the Jeep and Ram brands. 

Meanwhile, Maserati also debuted a new approach to retail and dealerships last week. 

Boch Maserati, in Norwood, Massachusetts, near Boston, marks a departure from car showrooms of the past, co-created by the House of the Trident and New York-based experience design firm Eight Inc. The design echoes a luxury fashion retailer, restaurant or private club.

The 7,450 sq.-ft. showroom presents the cars lit like dynamic sculptures in a darkened art gallery. The vehicles are surrounded by curated exhibits.

A large wall projection showcases the history of the brand, creating a focal point at the rear end of the showroom.

The concept will roll out in additional locations across North America in 2024.

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