Maserati is in desperate need of good PR, will David Beckham help?

The most bankable star in the world, but will it work?

I love Maserati. You love Maserati. We all love Maserati. But no one's buying their cars anymore. Partly because they really haven't got that many models to sell, when you think about it, and also because their cars are, well, not very good.

The highly technical, highly exciting MC20 is the brand's first new car in nearly twenty years (the Levante is basically a rebadged Stelvio) and it's a great vehicle, no doubt, but I'm not sure it tells us what Maserati is trying to do in terms of its brand identity. We'll find out soon enough, hopefully, but in the meantime, the company has hired one of the most bankable brand ambassadors in the world: David Beckham.

The partnership was first announced a few months ago and after a couple of photo sessions, the company has produced this interesting video, filmed in Miami. The video starts with a superimposed voice telling Beckham that the car has been delivered, as per his request, on the 7th floor. I'm assuming this may be a nod to David Beckham's shirt number, but Beckham actually played most of his career after Man Utd wearing the number 23 and 32. He then drives the V6-powered car through the night and until dawn.

Love the car, love the video, I've always been a fan of Beckham, but will this work? Let me know what you think in the comments below.

Join In

Comments (43)

  • The still photos and video are so artsy fartsy that it’s difficult to fully appreciate the car. But if anyone can do it , Beckham will. Maserati will get a bump from this, but will it last?

      1 month ago
    • they're selling us an idea, and I get that. But my biggest concern (and question) is: what exactly is Maserati trying to be? Porsche rival? Mercedes rival? Like Alfa but more expensive? We still don't know. And this is a big problem

        1 month ago
    • Good question. I don’t know what Maserati are trying to be, other than selling more cars. By associating with Beckham, they are trying to appear “cooler” for a younger generation.

      Also, by the style of their commercials, they are trying...

      Read more
        1 month ago
  • It looks like a good car

      29 days ago
  • As a gooner myself I am unofficially obliged to hate anything endorsed by Beckham. Shame because Maserati seem to be on a decent path at the minute.

      29 days ago
  • Maybe time has been running away from Maserati? This MC is just a another collector’s item and not new kickstart for the brand. Exactly like Alfa 4C.

      30 days ago
    • it's a simple equation, when you look at what made RR, Bentley and Porsche successful in recent years, it's pretty clear. But no one wants to say that out loud

        29 days ago
  • Mmm, no. Maserati is "nowhere", failing to find a place for itself on the market for decades. Beckham definitely won't help as it was a face for anything from Jaguar to VinFast. Ghibli is like shitty BMW 5, this is what, a Ferrari competitor? Just another Italian chaos, does not make sense.

      30 days ago