Maserati global marketing chief Saad Chehab resigns after two years
Saad Chehab has stepped down as Maserati’s global marketing chief, leaving the Italian luxury brand as it pushes to expand its model range and global presence.
Saad Chehab has resigned as global marketing chief at Maserati, ending a tenure that began in late 2013. The move was confirmed by sources familiar with the matter, who cited personal reasons for Chehab’s departure. Chehab’s exit comes as Maserati works to raise its profile and expand its line-up, with ambitious targets set by parent company Fiat Chrysler Automobiles (FCA).
Chehab, 48, joined Maserati in November 2013 after leading both the Chrysler and Lancia brands. He brought experience from his previous role as director of advertising and brand marketing at Chrysler Group, where he was credited with high-profile campaigns. At Maserati, Chehab was tasked with refreshing the brand’s global image and attracting new customers, particularly as the marque launched the Ghibli saloon to compete in the executive segment.
Role in Maserati’s growth strategy
Chehab’s most visible campaign was the “Strike” advert, which aired during the 2014 Super Bowl to introduce the Ghibli to a wider audience. The move marked a shift in Maserati’s marketing, targeting buyers outside its traditional base and leveraging high-profile platforms to build awareness. The Ghibli’s launch was a key part of Maserati’s plan to grow sales volumes and challenge established luxury brands.
Under FCA’s five-year strategy, Maserati is expected to increase its model range to six, including the upcoming Levante SUV. The brand has received investment of $1.3 billion to support this expansion, with global sales and profit growth targets set through 2018. Chehab’s departure comes as these initiatives gather pace and the company seeks to strengthen its position in the premium market.
What Chehab’s resignation means for Maserati
Chehab’s exit leaves Maserati searching for a new marketing leader at a critical stage. With the Levante SUV confirmed for launch in 2016 and further models planned, the brand’s ability to sustain its growth ambitions will depend in part on maintaining momentum in global marketing. FCA chief executive Sergio Marchionne has identified Maserati, alongside Alfa Romeo, as central to the group’s turnaround strategy. The next appointment will be watched closely by dealers and investors alike.
