Monocle editorial director Tyler Brûlé joins CEO of Maserati Davide Grasso for the final installation of our travel and hospitality series. They discuss how to cater for the modern luxury consumer and how to go electric while staying true to your brand.See omnystudio.com/listener for privacy information.
Over the past few weeks, the Chiefs has profiled the best in show in the travel and hospitality industry.
As the year rolls on, we'll be making a return to the world of transport.
But for now, we head to Modena to meet the CEO of Maserati, Davide Grasso, for the final installation of the series.
When he took the helm of Maserati in 2019, Grasso was no stranger to leading a company with a focus mobility and high performance.
Having spent over 20 years in various roles at Nike, eventually leading the Converse brand, Grasso is well versed in the art of global brand management and knows rather a lot about how the modern consumer wants to go from A to B.
In our conversation, we discuss Grasso's path to Maserati as well as the broader big questions the automobile industry is currently wrestling with.
How do you go electric and stay true to your brand as arced go greener?
Is a smaller vehicle the real key?
Plus, we conduct a health check on the state of the Italian luxury market.
I'm Tyler Berlayan Zurek and this is the Chiefs on Monocle 24.
Davide, fantastic to talk to you on an absolutely glorious spring morning.
Let's start maybe where we met.
I met this Italian gentleman.
You had come over from Portland.
You were working at Nike, and now here we find you today down in Modena.
And you could sort of say, maybe Nike is a bit of mobility company.
A lot of their business has to do with getting people from A to B in performance, albeit in a somewhat analog way.
You've now arrived at Maserati.
I'm just wondering the attraction, I mean, aside of returning to your homeland and going back to Italy, but the attraction of a company like this one, which is at the center of premium, is at the center of luxury, and we think about mobility.
But I'm really interested about that jump, that shift from Portland to Modena and what you found when you got to Italy.