• by Tanya Gazdik , November 13, 2024

A veteran of the Maserati brand is returning to right the ship. 

Andrea Soriani has been appointed general manager of Maserati North America, effective Nov. 18, reporting directly to Maserati Global Chief Commercial Officer Luca Delfino.

Nicole Longhini assumed the role of director of marketing for the region on Nov. 4.

Soriani most recently held the positions of vice president of marketing and communications at Lucid Motors. A veteran of the Maserati brand, Soriani previously served as global brand marketing manager for Maserati in Italy and moved to the United States in 2002 where he became Maserati and Ferrari brand director. He served as head of marketing and communications for Maserati North America from 2005 to 2017. 

He replaces Kelly MacDonald, who has accepted a position as the head of marketing and communications for the Dodge Brand. Longhini replaces Lindsay Fifelski, who has taken the position of head of advertising for the Chrysler and Ram brands. 

Stellantis CEO Carlos Tavares recently attributed the brand’s poor sales to marketing.

"Maserati is in the red. The reason is marketing,” Tavares told Top Gear at the Paris Auto Show. “The Maserati brand is not clearly positioned and the storytelling is not how it should be. The brand is not just about sports cars, it's about gran turismo, it's about quality of life, dolce vita and technology.”

Longhini joins Maserati with more than 25 years of automotive, racing, and aftermarket experience. She will lead all Maserati North America marketing operations, reporting directly to Soriani.

She brings expertise in global and regional marketing, communications, sales, product development and engineering. Her background includes senior positions at General Motors, Fiat North America, and most recently at Recaro Automotive Seating, where she served as global vice president of product development and brand.

It is “a critical time of transition and growth for the brand and the broader luxury sector,” says Santo Ficili, who became CEO of Maserati and Alfa Romeo in October.  “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,” Ficili says in a release. 

Soriani says he is “honored to return home to the iconic Trident brand.”

“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,” he says in a release. “I’m looking forward to bringing together this talented team, inspiring change and leading the North American market to growth and success.”