David Beckham joins the Maserati family
A highly bankable celebrity for a brand that's been having some issues as of late...
I'm gonna get straight to the point. In my humble opinion, Maserati has a bit of a PR issue, and I think the company has had that problem for a very long time. The Italian manufacturer is selling itself short when it comes to things like brand identity but at the same time it has tried, on several occasions, to write checks that it can't cash in terms of market positioning.
Part of the reason why this is an issue is that Maserati practically survived on washed-up versions of the same three cars for too long. Over the last 15 years, they've introduced a million variants of the Granturismo/Gran Cabrio and the Quattroporte and they've brought back the Ghibli, and that's about it. It is true that they also introduced two all-new models, the MC20 and the Levante, but that's not enough.
Under the (powerful) Stellantis umbrella, Maserati is trying to shake things up and they know that in this day and age, there are a couple of sure-fire ways to get things done and one of the things they did was hire celebrities to promote the brand. They started with Inter and Belgium star Romelu Lukaku and now they have a new brand ambassador, one of the most influential people in the world, David Beckham.
Whatever else you may think of Beckham, he's really, really good at this. Just think about Tudor, the watch brand, a few years ago nobody even knew what Tudor was, and if they knew, they thought it was just, pardon my expression, the poor man's Rolex. Now Tudor is one of the hottest brands in the market and Beckham helped achieve that. And it irks me to say that because Ben 'Clickbait' Welham owns one.
Will it work with Maserati? Who knows. I hope it does. I'm gonna be honest with you. I love Maserati but strongly dislike(d) FCA because I think they did a horrible job with most of the brands they owned, especially with Alfa and Lancia. But FCA no longer exists, it's all part of Stellantis now. Let's wait and see.