In an effort to revive its flagging Maserati brand, Fiat Chrysler Automobiles has recruited Davide Grasso, former CEO of Nike’s Converse sports-shoe brand, as chief operating officer for the luxury-car unit.
Grasso will bring a “wealth of brand expertise” to Maserati, FCA CEO Mike Manley said in a statement.
Grasso is a marketing expert who drove growth at Converse. His previous experience includes chief marketing officer for the Nike brand.
Grasso also is appointed to FCA’s Group Executive Council, the statement said.
Maserati’s current COO, Harald Wester, will become the brand’s executive chairman, overseeing all technical and industrial areas. Wester is also FCA’s chief technical officer and in this area, his responsibilities will expand to include global powertrain along with global vehicle engineering for the FCA group.
Grasso and Wester will build on the work that’s already underway “to rejuvenate Maserati worldwide,” Manley said in the statement.
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