Harrison Yu

Tasked to create a launching pad for our brand and product relaunches, proposed and built the super car concept to satisfy three objectives:
- A return to a sports car halo
- Credibility as an engine manufacture
- Demonstrate our next generation EV technology

Unveiled: 2020

To keep growing the brand, created a car to enter the largest luxury segment:
- Developed customer personas and concept brief
- Researched and clinic-tested features and design with focus groups in all global markets
- Created pricing, volume, and product plan strategy for North American market

Unveiled: 2022

In 2018, as a follow up to our successful Levante Trofeo SUV, we expanded the Trofeo sub-brand to our Ghibli and Quattroporte. This strategy was intended to begin the MMXX relaunch strategy for Maserati.

Levante Trofeo Unveiled: 2017
Ghibli Trofeo Unveiled: 2020
Quattroporte Trofeo unveiled: 2020

In 2016, I was the skunkworks within the Alfa Romeo skunkworks team. As the North American lead, I started on this super secret project to justify to management the need for a high powered SUV on top of our newly launched Levante. The easy part was foreseeing the industry shift towards SUVs. The more exciting part was justifying this development as a marketing and halo tool to sustain media interest in our first ever SUV from Maserati.

Reimagined the future of the Brand:
- New brand pillars
- New plan to achieve profitability
- New focus on the customer
- New balance of priorities

September 2020 MMXX Presentation

The car that reinvented Maserati in 2007. This vehicle embodies the spirit and grand-touring segment that Maserati invented in the 1950s. This second generation needed to redefine the brand direction:
- the first all-electric Maserati to be launched
- shift the demographic and segment dynamics to skew younger
- re-establish the brand as a both luxurious and sporty: the grand-touring spirit

Unveiled: 2023 (coupe) | 2024 (Cabriolet)

Continued the product lifecycle management of current vehicles with mid-cycle refreshes, Special Series, and unique customization.

Defined the future missions of the next generation of our lineup working cross-functionally with HQ Engineering, Design, Sales, Finance, and Communication teams.

Secured and negotiated an exclusive partnership with ultra-luxury audio company, Sonus Faber, to be partnered with all future Maserati vehicles.

Created for the North American Market in 2020, Ribelle was to highlight the rebellious and sporty spirit of Maserati:
- Numbered badging for an exclusive run of 100 Ghiblis, 100 Levantes, and 25 Quattroportes
- Unique black and red two-tone seats
- Unique wheels per carline

Brought-to-market and ideated the industry’s first basketweave leather interior with an exclusive partnership with Ermenegildo Zegna in 2019.
- Basketweave leather interior
- Unique serialized badging for 50 Levantes and 50 Quattroportes
- Unique exterior paint

Created for the North American Market in 2018, Nobile was to highlight the luxurious character and advanced improvements to the product lineup in 2018. Later, this concept was extended to Europe in the form of the Royale Special Series harkening back to the Royale Quattroporte of the past.

Executed the original 2014 Alfa Romeo Relaunch Strategy and brought-to-market a Compact SUV to capture first-time buyers into the Brand, positioned beneath the Stelvio Mid-Size SUV:
- Created the product strategic targets
- Built a strong business case
- Worked on the global sales and industrialization strategy

Unveiled: 2022

Received authorization to refresh both the iconic Giulia and Stelvio for it’s lifecycle in two parts in 2020MY and 2024MY:
- All-new touchscreen infotainment
- Revised interior finishes
- Full digital instrument cluster
- Improved interior storage
- Full-suite of advanced driver assistance systems
- Matrix LED headlights with new signature look

Unveiled: 2019 and 2023

As part of the brand relaunch, created and launched Alfa Romeo Premium Service & Care to the North American dealer network to facilitated customer relationship management and loyalty retention after purchasing a new car.

As my first project integrating my roles at Alfa Romeo and Maserati, I was the North America lead for the commercialization of Alfa Romeo and Maserati’s connected and IOT car strategy:
- Built out the commercialization strategy
- Analyzed and created pricing and take rates