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The Maserati drunk driving escape case has attracted a great deal of attention, and the Fiat-Chrysler Group (FCA) has caused a storm of public opinion after announcing two important appointments to its luxury brand Maserati.

The first appointment is the appointment of Davyd as chief operating officer of Maserati, who may not be familiar with, but Nike's Converse brand should be known to everyone that Davyd is the former CEO of Converse. Its main responsibility is to restore Maserati's influence around the world.

The second appointment of West as executive chairman of Maserati, prior to which West served as Chief Technology Officer, was responsible for the development and strategy of Maserati's powertrain.

Davyd, who was the only one to do the job, has done a lot for Converse, and it is understood that Davyd will become chief operating officer in July this year, responsible for Maserati's operations in the global market.

McMinkai, CEO of the FCA Group, said that Davyd can bring Maserati a wealth of brand expertise and help Maserati carry out her global recovery work.

Davyd also said that choosing to join the Maserati transition is an extraordinary work plan and reflects my love for the car brand.

Unlike Davyd, West is a career veteran of Maserati, who worked for Maserati from 2008 to 2016 and was officially appointed chief technology officer in 2018.

According to foreign media reports, West's first move was to recruit Jean-Philippe Leloup, who is in charge of marketing and sales, from Ferrari to take charge of Maserati's business department, which shows how much West attaches importance to the brand image.

It is nothing new for Maserati to attach so much importance to brand image, and she has realized that there are many shortcomings since the dismal sales of Maserati in 2018.

According to the financial statements of the FCA Group in 2018, the net income of the Maserati brand was 2.663 billion euros, down 34% from the same period last year. Adjusted EBIT was 151 million euros, down 73% from the same period last year. In 2017, Maserati sold a record nearly 50,000 cars, with a profit margin of 14%, more than double the average profit margin of all FCA brands.

FCA attributed Maserati's poor performance mainly to a decline in sales in the Chinese market. According to the data, Maserati's shipments in China fell by as much as 52% in 2018, with only about 11000 vehicles sold in China.

Some analysts believe that the collapse of Maserati's sales in China is related to its product quality and brand reputation.

According to foreign media reports, FCA Group CEO Manley said in 2018 that the decision to merge Maserati and Alfa Romeo was a mistake. First, it reduces consumers' attention to Maserati; second, it causes the Maserati brand to deviate from luxury car positioning. "

It is worth noting that Maserati's downturn in 2018 has also been extended to 2019. According to FCA's first-quarter results, Maserati shipped just 5500 vehicles worldwide, down 41 per cent from a year earlier.

In the new five-year plan released by FCA Group in 2018 (2018-2022), Maserati plans to launch four all-electric vehicles by 2022, with a profit margin of 15%, and sets a goal of selling 100000 vehicles a year by 2022. If this trend continues, Maserati's annual sales are expected to be around 22000 in 2019, a far cry from the target of 100000 in 2022.

The Chinese market has always been regarded as the main battlefield of Maserati, now the Henan drunk driving Maserati incident is even worse for its brand communication, at this time FCA hired Davyd as the chief operating officer, as Nike's operation expert, I believe it has also accumulated a lot of experience, but after all, it is the automobile industry, only rely on the love of cars, can provide strong help for Maserati's revitalization, we still do not know.

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