Stellantis “has a problem with Maserati” that needs fixing, company CEO Carlos Tavares has said.
Tavares last week sacked Davide Grasso as Maserati CEO and installed Santo Ficili in the position – a role he will do alongside leading Alfa Romeo as the two Italian brands are brought closer together.
Ficili most recently led Stellantis in Italy.
"Maserati is in the red," Tavares said at the Paris motor show, "and Maserati is in the red for a very specific reason, which is marketing.
"The brand is not clearly positioned, and the storytelling on the brand is not as it should be. It's a brand that is not just about sports cars; it is about gran turismo, it is about quality of life, 'la dolce vita' and technology.
"We have a problem in the way we go to market; we have no problem with the products. That's why we changed the brand CEO, because after many, many months of trying, unfortunately, the team could not succeed. We have to change the mindset and the ideas."
Speaking to Autocar after Tavares's comments, Ficili said he would be "concentrating on this" in trying to improve Maserati's marketing and positioning. "There are things we need to do, and I have a clear message and targets from Carlos Tavares."
Ficili said he was "in love with both brands" of which he's now in charge and that Maserati needed to "build again, using people power" and having people like him who are "also in love with the brand".
He said that while Maserati and Alfa Romeo would remain separate, there was an opportunity to "where possible, share best practices", adding: "One is premium, one is luxury, but they can share."
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