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Ex-Kia COO Peffer named Maserati N.A. chief

Bill Peffer, who spent just one week as COO and executive vice president at Kia Motors America, has been named CEO of Maserati North America.

The Italian unique model stated his hiring was efficient instantly. He will “lead all Maserati operations for the United States and Canada,” the automaker stated, and can report back to Bernard Loire, Maserati’s chief business officer. Loire joined the automaker in January 2020.

Peffer replaces Al Gardner as the pinnacle of Maserati’s North American operations. Gardner left Maserati in August and later joined Atlantic Coast Automotive Group as vice chairman, in accordance with his LinkedIn profile. Rosberto McGinnis, Maserati’s world head of after gross sales, held the interim CEO function earlier than Peffer’s hiring, a Maserati spokesperson stated.



Peffer had been promoted from vice chairman of gross sales operations at Kia in mid-December after a robust gross sales yr. He formally began the COO job Jan. 1 and resigned Jan. 7. The operations place is the No. 2 spot in Kia’s U.S. hierarchy behind Sean Yoon, president of Kia Motors America and Kia Motors North America.

Peffer joined Kia in July 2017 as vice chairman of gross sales. Kia notched its greatest U.S. gross sales in 2019 and was the fastest-growing mass-market model within the U.S. on the time, Kia stated. Last yr, Kia gross sales fell 4.8 %, besting the U.S. trade’s efficiency generally, which skilled a 14 % decline.

Before his arrival at Kia, Peffer was president of the New England dealership group Balise Motor Sales, of West Springfield, Mass.

Before becoming a member of Balise, he had a 10-month stint as Cadillac’s head of gross sales, and he hung out as CEO of Nissan Australia. He additionally labored for Ford Motor Co.

Peffer arrives at a important time for Maserati, which has struggled with profitability and declining sales.

The luxurious model plans to debut 10 new or revised models through 2023 and in September revealed maybe its most placing mannequin in current reminiscence, the MC20 supercar.

The MC20, powered by a twin-turbo V-6 engine, stands out with butterfly doorways. It will begin round $230,000. Convertible and battery-electric variations are scheduled to reach in 2022.

Maserati, as with different unique and ultraluxury manufacturers, does have a crossover in its lineup, with the Levante. But the automaker is ready so as to add one other utility choice in late 2021 with the arrival of the Grecale midsize crossover, which can be constructed on Fiat Chrysler Automobiles’ Giorgio platform.

FCA CEO Mike Manley has stated Maserati is the one luxurious model for the automaker and can preserve this function inside Stellantis, the corporate created from the merger with PSA Group.

Maserati has 129 dealerships within the U.S. and Canada mixed.

Laurence Iliff and Vince Bond Jr. contributed to this report.

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