New North American Maserati Boss: We Need to Help U.S. Buyers Understand Our Brand

Andrea Soriani has a plan to turn around Maserati’s efforts in North America. He’s no stranger to the storied Italian automaker, having previously worked in marketing for the brand until 2017. Then he worked for eight years in marketing for luxury apparel and accessories and in a stint at EV automaker Lucid. In November 2024, he rejoined the ranks of Maserati’s executive portfolio as its general manager for North America.
MaseratiAndrea Soriani.The past year has been tough for Maserati, despite a fresh lineup of newly engineered and entirely modernized gas- and electric-powered cars and SUVs. Slipping sales, management shakeups, and scuttled plans to build an electric version of the MC20 sports car all paint a less than rosy picture.Soriani’s plan for Maserati’s North American operations includes getting back to basics: brick-and-mortar activations, driving experiences for potential customers, and more collaborations with U.S. dealers. He says he has a unique perspective not only because he is returning to Maserati with fresh eyes after eight years but because, during that time, he became a Maserati customer, interacting with a dealership as a buyer rather than as an executive for the company.Maserati2025 Maserati GranTurismo.”Our product is emotional,” Soriani told Car and Driver in an interview during the New York auto show. “It connects with you. We went back to the auto show. We are going back to driving events. We want to be closer to our clients and our dealers.”Soriani also detailed what he sees as a perception problem for the brand.
“It’s always a balance between being aspirational and being affordable,” he said. “One of the issues I have with Maserati is that a lot of people think that we are unattainable.” He explained that when people see any Maserati, they assume it’s a high-dollar exotic, which is sometimes true in the case of the MC20 or the GranTurismo coupe. But many don’t realize they can have a trident-branded SUV for around $70,000. Just yesterday, Maserati underscored its entry-level Grecale SUV model by launching a new base model trim with more standard equipment. Previously called the GT, the new base trim is simply called Grecale, and it gets several upgrades. 20-inch wheels are standard versus the GT’s 19s, there’s darker window tinting on the rear windows and rear liftgate. Inside, the new base Grecale gets upgraded to a 12-way adjustable driver seat, a 10-way adjustable passenger seat, heated front seats, genuine wood trim, and upgraded leather upholstery on seats and door panels. It now also comes with a three-year trial of the Maserati Connect app, which offers remote smartphone access to the SUV’s telematics and real-time traffic updates for navigation.Maserati2025 Maserati Grecale.”Grecale is our entry level, and it appeals to a younger, more female population. Some of these people know about Grecale but think ‘it’s too much for me,’ or think it’s complicated for drivers. We have two pedals, just like your German car or British car. So it’s really about balancing reality with perception.”MaseratiIn the transition to its new lineup, a few holes were created in the product portfolio. Namely, the absence of a four-door sedan and a larger SUV. A revived Quattroporte has been rumored for years, and given American drivers’ taste for big SUVs, a replacement for the Levante would make sense.”In Italy, they are working on what’s next in terms of product, because they see huge potential,” he said. “With a sedan back and a second SUV, I think we are in a very good position.” Dealer relations and driving experiences for customers are parts of the strategy that seem the most intertwined. That’s also where Soriani’s experience as a Maserati customer could come in clutch. “I talk to many dealers, and they tell me there is less traffic in the showroom, but when [customers] come, they know everything,” he said. “When they come to the dealership, they’ve already done their homework. They know everything about the car.”Some customers are even seeking out private driving experiences via car-sharing apps such as Turo before making their final purchasing decision, he said.”They’ve rented the car for a couple of days because they want an extensive drive, and see how the car goes in the garage,” he said. “If you are in Los Angeles, New York, or Miami, you go for a test drive, you sit in traffic for 20 minutes, what kind of experience do you get?””People don’t know that it can be your daily driver. It’s very easy to drive our cars.” —SorianoHosting driving experiences for potential customers would theoretically allow dealers and Maserati to collaborate on showcasing the brand’s merits. The current crop of Maserati products is nuanced, not only in their on-road demeanor but in the “quiet luxury” experience they deliver. Hands-on events may also better reveal details that buyers wouldn’t see otherwise, such as the expertly tuned Sonus Faber stereo systems that have won awards for their high fidelity.
“People don’t know that it can be your daily driver. It’s very easy to drive our cars,” he said. “It’s a matter of balance. A racing car is like palms sweating and heart racing, you go from A to B the fastest way. Gran Turismo is a matter of balance. It’s a completely different philosophy.” Of course, import tariffs are an ever-present kink in any automaker’s plans, and Maserati isn’t immune to the chaos. “I think pretty much all the luxury sports-car automakers are in the same position, because they all come from Europe, pretty much, and they have no factories here,” he said. “I think everybody’s trying to work with the current inventory as long as they can. In the meantime, we see negotiations are in progress. Every day is a new day.” When asked if any manufacturing could be moved to the U.S. and done at one of Stellantis’s plants, Soriani shook his head.”What makes a Maserati? A Maserati is made in Italy,” he said. “Would you buy a Tennessee bourbon made in Guatemala?”Point taken. So, Maserati’s turnaround plan moves forward with a cautious eye on the government’s next moves. The next 12 months will be a crucial period, but Soriani sounds confident in the strategy.”My approach is brick-and-mortar, relationships, show the cars, steal your emotions, steal your senses, and make sure that each event is designed for that specific audience,” he said.
Drew Dorian is a lifelong car enthusiast who has also held a wide variety of consumer-focused positions throughout his career, ranging from financial counselor to auto salesperson. He has dreamed of becoming a Car and Driver editor since he was 11 years old—a dream that was realized when he joined the staff in April 2016. He’s a born-and-raised Michigander and learned to drive on a 1988 Pontiac Grand Am. His automotive interests run the gamut from convertibles and camper vans to sports cars and luxury SUVs.      
Source: caranddriver.com