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How Maserati’s CEO plans to revive the brand

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How Maserati’s CEO plans to revive the brand

Santo Ficili who was recently in India explains what the road ahead is like for the beleaguered Italian company which needs a lifeline quickly to get back on track.

Maserati is preparing a revival roadmap for December 10, exploring global partnerships to strengthen its technology, design and performance capabilities.

CEO Santo Ficili says the brand is rebuilding its business by clearing excess inventory, restoring residual values and repositioning prices.

Maserati is looking to expand its presence in India, backed by a new Mumbai showroom and the launch of the Grecale, GranTurismo, GranCabrio and GT2 Stradale.

Maserati aims to rebuild its global business through stronger dealer partnerships, renewed product positioning and a sharper focus on luxury and craftsmanship.

As the global CEO of Maserati , Santo Ficili knows only too well that the road ahead for the Italian marquee brand is not going to be very smooth. “When you are going in a curve, you have to reduce the speed and that is what we did in the last two years. We needed to clean the stocks we had around the globe, recover residual value and then start with the right price positioning,” he told ET Auto during a recent visit to India. Ficili was recently given charge of Maserati in addition to his leadership role at Alfa Romeo , the other luxury brand within the fold of Stellantis, its parent company. Advt

He said the job on hand at Maserati was to restart on an all-new canvas after cleaning up the stable first.


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