Short dive:
- Maserati has named Andrea Soriani, former vice president 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 Luca Delfino, Maserati’s Global Chief Commercial Officer, now oversees all of Maserati’s operations in North America. He succeeds Kelly MacDonald, who has accepted a new position at Stellantis.
- The luxury automaker has also named Nichole Longhini as director of marketing for the region, effective Nov. 4.
Diving information:
The latest step in Soriani’s career is a homecoming, as he previously served as global brand marketing manager for Stellantis-owned Maserati in Italy.
In 2002, Soriani moved to the United States where he became director of the Maserati and Ferrari brands. Subsequently, from 2005 to 2017, he held the role of marketing and communications manager of Maserati North America.
“After seven years, I am honored to return home to the iconic Trident brand,” Soriani said in the statement. “I look forward to bringing this talented team together, inspiring change and leading the North American market to growth and success.”
After his first role at Maserati, Soriani became vice president of marketing for TAG Heuer North America, part of the multinational LVMH Group, before joining Polished in 2023. There, he was tasked with increasing awareness of the Lucid brand and demand for its products.
Longhini is also an automotive industry veteran with more than 25 years of experience at companies such as General Motors, Fiat North America and Recardo Automotive Seating. He will lead all marketing operations for Maserati in North America, reporting to Soriani.
“I am delighted to welcome Andrea and Nicole to the Maserati brand,” Maserati CEO Santo Ficili said in the release. “Their extensive global experience, leadership skills, 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 industry. of luxury in general”.
Maserati struggled in the first half of 2024, with net revenue 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 that operate at a loss, Reuters reported this in Julybut the company later said it had an “unwavering commitment to Maserati’s bright future.”