In the ever-evolving world of luxury automotive brands, few names evoke as much heritage, emotion, and raw Italian performance as Maserati. With its signature trident emblem and a history that dates back over a century, Maserati has long stood as a symbol of elegance and power. But in an era marked by innovation, electrification, and changing consumer desires, even icons must evolve. Leading that charge at Maserati North America is Andrea Soriani, a dynamic force behind the brand’s renewed momentum on this side of the Atlantic.
As Vice President of Maserati Americas, Andrea Soriani isn’t just managing a brand—he’s nurturing a legacy. With over two decades of experience in automotive marketing, including key roles at Ferrari and other luxury brands, Soriani brings both strategic insight and an authentic passion for Italian engineering to his leadership. His mission? To ensure that Maserati remains relevant, desirable, and fiercely competitive in a crowded premium market.
Embracing Maserati’s Soul
Soriani has made it clear in interviews and industry appearances that his vision for Maserati isn’t about chasing trends—it’s about rediscovering the brand’s soul and pushing it confidently into the future. “Maserati is not just a car,” he often emphasizes. “It’s an emotional experience. It’s Italian craftsmanship, performance, and design, all fused into one driving moment.”
That philosophy is evident in recent launches like the Maserati MC20, a mid-engine supercar that combines cutting-edge technology with the visceral thrills that purists crave. The MC20 represents more than just a new model; it’s a statement. Developed with Maserati’s new Nettuno engine—a 100% Maserati-designed power unit—it proves that the brand is serious about taking control of its own destiny.
Under Soriani’s guidance, the MC20 and other models like the Grecale SUV and the GranTurismo Folgore (Maserati’s first all-electric sports car) are being positioned not just as vehicles, but as lifestyle symbols that appeal to a younger, more diverse clientele. The strategy is already showing results, with growing interest from first-time Maserati buyers and an increasing presence in luxury markets beyond traditional strongholds.
Bringing Italian Emotion to American Roads
One of the key challenges Maserati has faced in the U.S. market is carving a unique niche in a landscape dominated by German rivals. While brands like BMW and Mercedes-Benz offer consistency and engineering prowess, Soriani believes Maserati offers something else: character.
“Maserati doesn’t just check boxes,” Soriani has said. “It moves people—literally and emotionally.” That emotional hook is central to the brand’s marketing under his leadership. From experiential events like private test drives and curated road trips, to collaborations with fashion and art houses, Maserati is positioning itself as a cultural touchpoint as much as a car brand.
Soriani’s understanding of luxury goes beyond horsepower and top speed. It’s about storytelling, heritage, and creating a connection. The Maserati buyer isn’t just looking for a car—they’re looking for a statement. And through personalized experiences and high-touch service, Soriani is ensuring that statement feels as bespoke as the car itself.
Electrification With a Purpose
Of course, no modern automotive story is complete without discussing electrification. With the launch of Maserati Folgore—the brand’s electrified sub-line—Soriani is helping Maserati navigate the EV shift while retaining its Italian DNA.
The upcoming all-electric GranTurismo Folgore, for instance, delivers over 750 horsepower and maintains the classic GT proportions that fans adore. Unlike many EVs that prioritize minimalism, Maserati’s electric offerings continue to embrace design flair and driver engagement. “Electrification doesn’t mean losing identity,” Soriani insists. “It’s about evolution, not erasure.”
By 2028, Maserati plans to go fully electric—a bold move, but one aligned with global trends and sustainability goals. Under Soriani’s leadership, this transition is being communicated not as a compromise, but as a renaissance.
A Future Written in Performance
Maserati’s future is not without challenges—competition is fierce, and consumer expectations are shifting rapidly. But with Andrea Soriani at the helm in North America, the brand is not just responding to change—it’s driving it. His blend of strategic thinking, marketing acumen, and genuine love for the product is helping Maserati turn heads again.
In a world where luxury is increasingly defined by experience over ownership, Maserati’s emphasis on emotion, craftsmanship, and innovation feels right at home. Whether you hear the throaty growl of a V6 Trofeo on a canyon road or experience the silent surge of the upcoming Folgore models, one thing is clear: Maserati, under Soriani’s watch, is once again becoming a name you feel in your chest, not just see on a badge.