Maserati Wants To ‘Just Do It’, Signs Ex-Nike Marketing Boss

FCA has named Davide Grasso as Chief Operating Officer (COO) of Maserati in an attempt to breathe new life into the Italian sports car brand and boost sales.

Grasso was a long-tenured executive at Nike, where he even acted as Chief Marketing Officer for a little over three years, before becoming President and CEO of Converse in 2016 – a position he held until February of this year.

At Converse, Grasso positioned the iconic streetwear brand for long-term sustainable growth, something Maserati could definitely use moving forward. FCA also appointed him to the company’s Group Executive Council, or GEC.

“With Davide’s arrival, we continue to round out FCA’s senior leadership team with world class talent,” said FCA boss Mike Manley. “He brings a wealth of brand expertise to one of the most historic marks in the automotive world. […] Davide will be a valuable advisor to the GEC on brand matters across the FCA portfolio.”

Also read: Maserati Won’t Go Below The Ghibli And Levante Because Of Profit Margins

Meanwhile, the former Nike and Converse exec had this to say about his new position: “Joining Maserati at such a transformational time is an extraordinary opportunity that speaks to my passion for cars, great brands and my personal Italian heritage. Working with Mike Manley, Harald Wester and the rest of the FCA team will be a privilege. I’m honored to be joining FCA at such a defining and transformative moment for the company and the industry.”

In a related move, Fiat Chrysler also appointed Harald Wester as Executive Chairman of Maserati, thus expanding on his responsibilities as Chief Technical Officer to include global powertrain and global vehicle engineering for the group.

  • DanSemering

    What sane person would buy a Maserati ? Posh stupid people car!

    • europeon

      Not posh.
      Not stupid.
      On my second Maserati.
      Imagine that…

      • Nick

        My condolences.

  • Bo Hanan

    The engineer is welcomed. A new head of car design is needed. A Marketing executive, – no!

    • Romain AA

      not a very wise comment if I may say. Marketing is highly needed to allow designers to work properly = they basically define the product and brief designers accordingly. If Maserati has lost its way over the past years, it is mostly due to a wrong product and lineup strategy. Design merely translates that.

      • Bo Hanan

        Is it wise to market product no one is buying? Maser should start with building good cars- first.

        • europeon

          ~60k people buy their cars each year – about 20 times more than 7 years ago.
          Get that through your thick head of yours.

          • Foncool

            unfortunately Maserati sales haven’t been at around 60k for a number of years, which was a brief peak. They are currently in just short of a free fall and will end up somewhere around 30k. On top of that profit margins went from 13+% to under 3% which coincided with the integration of Chrysler management personnel into Maserati’s corporate structure.

          • europeon

            Huh? They sold their 100.000th car in their whole history back in 2015, just to understand the volumes they were selling before. Since they they’ve been steadily growing to over 50k units a year. Yes, 2019 looks a bit worse because of the Chinese market shrink, but they’re still at around 50k. They weren’t even making a profit before 2014, they were at a constant loss. Get your facts straight, you have statistics you can check everywhere on the Internet.

      • Porkopolis

        Marketing is the least of Maserati’s worries, unless they actually want to try to shed their Jersey Shore trashy image. Though they’ll still have all the Chrysler 300 buttons and controls they’ll need to get rid of…

        • europeon

          Every time some idiot, that never seen a Maserati with their own eyes, brings up the the “Chrysler switches” bulls**t.
          No matter how many times it was explained they’re not “Chrysler switches”, the rumor still persists.

  • Bo Hanan

    I agree FCA has talent and can walk over to Ferrari at anytime for help with a “problem.”
    But- to date, this hasn’t been happening.

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