Maserati loses its main marketing leader image

Saad Chehab, the global marketing chief at Italian luxury automaker Maserati has decided to resign from its position following almost two years of activity.

Chehab, 48, decided to resign on Sunday for personal reasons, claims a person that has knowledge of the move. The auto executive came to Fiat Chrysler Automobiles’ premium unit back in November 2013 following a stint as the leader of the Chrysler and Lancia brands. HE was also the director of advertising and brand marketing for Chrysler Group. At Maserati, he was tasked to reform and lift the popularity of the smallish luxury brand on a worldwide level. In 2014 he tapped the global power of the American football championship game, the Super Bowl, to lure consumers to Maserati’s new entry-level sedan, the Ghibli, delivering an interesting and popular commercial called “Strike.” According to FCA chief executive officer Sergio Marchionne, Chehab was brought over to Maserati in a bid to lift the brand’s presence globally. The third biggest US automaker and the world’s seventh is aiming to expand the global appeal of the Italian fashionable brand by pouring in $1.3 billion. The strategy includes lifting the model range to six entries, including the first ever sport utility vehicle – the Levante.

According to the five-year strategy laid out last year by CEO Sergio Marchionne, Maserati and sister Italian brand Alfa Romeo are among the linchpins of a turnaround plan that would see deliveries up around 60 percent and profits jump fivefold through 2018. The plan calls for the Alfa Romeo and Maserati brands to deliver true Italian luxury and cater at the top end of their respective segments, aiming to maximize profits and brand awareness.


Via Automotive News Europe