Can David Beckham save Maserati?

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.

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.

I’ve crossposted this article on my Drivetribe account.

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