If the cliché is true that soccer moms drive minivans, what do soccer dads drive? Maseratis – or at least that’s what the automaker is hoping you’ll remember.
The company announced Monday that the world’s most famous soccer dad, David Beckham, would be its new brand global ambassador.
“Maserati is driven to challenge the status quo being innovative by nature, powered by passion, and unique by design. The partnership with David is the embodiment of all these values,” said Paolo Tubito, Maserati Chief Marketing Officer, in a statement.
In response, David Beckham said, “It’s an exciting time for me to begin this partnership with Maserati; an iconic Italian brand which shares my appreciation for the very best innovation and design. I’m looking forward to working closely with the brand at such a pivotal time in their history and continuing their growth on a global scale.”
The result is a film finding the soccer star have a riotous good time pushing the Levante to its limits.
Looking for a spark — or a foul in the penalty area
Hopefully, Beckham’s star power can rejuvenate Maserati, as its U.S. sales declined 34.7% from 2019, with three cars outselling its sole truck, the Levante, by 22%. Even so, volume was modest at 6,132 units total.
That’s far less than Porsche at 57,294 units, Jaguar at 21,786 units, or Alfa Romeo at 18,586 units, but more than corporate sibling Fiat (4,303 units), Lamborghini (2,260 units), Ferrari (2,172 units), Aston Martin (1,632 units), McLaren (1,440 units) or Aston Martin (1,632 units).
But the timing for raising the brand’s profile comes as Maserati is launching a product offensive, most notably with the MC20, a two-seat mid-engine sports car meant to battle the world’s finest. Other vehicles reported to be in the works include a second SUV that slots below the Levante, as well as a Ghibli Hybrid sedan, successors to the GranTurismo coupe and GranCabrio convertible, and an all-electric Levante.
While Maserati didn’t disclose how much they paid to get Beckham’s services, the husband of Posh Spice is said to be worth about $ 1 billion, thanks to the help of Simon Fuller, Beckham’s business partner and the former manager of the Spice Girls.