Saad Chehab will become the chief marketing officer of Fiat SpA's Maserati luxury brand, relinquishing his posts as head of the head of the Chrysler and Lancia brands, Chrysler Group has disclosed. He will be replaced by Al Gardner, who was chief of Chrysler Group's southeast business center in Florida, as head of the Chrysler brand.
The company has also announced that the head of Chrysler's dealer network and fleet, Peter Grady, will also become head of US operations for the Maserati brand. Grady keeps both post. Chehab has been leading the Chrysler and Lancia brands since 2011. Prior to that, Chehab was director of advertising and brand marketing for Chrysler Group.
He was former director of creative services for Ford, and was tapped to be a part of Chrysler by CEO Sergio Marchionne. In his new role, Chehab will be based in Detroit and will also function from offices in New York and Europe. Maserati booked 22,500 orders in 2013 for its four-vehicle lineup at the end of September. The carmaker sold 9,000 and 6,300 vehicles in 2008 and 2012, respectively.
Maserati is targeting global sales of around 50,000 vehicles in 2015. Maserati currently has 71 dealers in the United States and 5 in Canada. Gardner had been head of Chrysler's Southeast business center since 2010 and has worked at Chrysler since 1986, starting as a district manager trainee.
He has held various positions in the Chrysler’s dealer network operations. On the other hand, Chehab has embraced the "Imported from Detroit" tag line to boost the Chrysler brand, using it to promote special editions of Chrysler vehicles. In March, Chehab introduced a Chrysler 200 special edition designed with Carhartt Inc.