Italian luxury automaker Maserati has announced a significant restructuring of its Asia-Pacific (APAC) operations, including the establishment of a dedicated Korean branch and the appointment of Gaurav Thapa as the new head of Maserati Korea. The move, announced on March 6, 2026, signals a strengthened commitment to the South Korean market and a broader strategy to optimize its presence across the region.
Previously, Maserati managed its Korean and Japanese operations through a single regional office. The creation of a standalone Maserati Korea represents a strategic shift to better address the specific demands and opportunities within the South Korean automotive landscape. This restructuring comes as Maserati Korea sets an ambitious sales target of 400 vehicles for 2026, a 30% increase compared to the previous year, according to Yonhap News Agency.
New Leadership for Maserati Korea
Gaurav Thapa officially assumes the role of Maserati Korea’s head on April 1, 2026, succeeding Takayuki Kimura, whose term as head of Maserati Korea & Japan has concluded. Thapa brings extensive experience in the luxury automotive sector, having previously held positions at Lamborghini APAC and Audi Japan. He joined Maserati in 2018, initially focusing on business planning and dealer network development within the APAC region. Most recently, as Sales Director following the launch of Maserati Korea in July 2024, he oversaw domestic sales and network operations, as reported by The Modest and Medium Enterprise Daily.
APAC Regional Reorganization
The changes extend beyond Korea, encompassing a broader reorganization of Maserati’s APAC structure. The newly formed Maserati APAC organization will oversee operations in Korea, mainland China, Japan, Southeast Asia, and the Pacific region. This consolidation aims to enhance operational efficiency and enable the implementation of tailored marketing and sales strategies for each national market. Julie Taieb-Doutriaux, with over 25 years of experience in the luxury automotive industry, will lead the APAC organization, according to Chosun Biz.
The restructuring reflects Maserati’s broader ambition to strengthen its foothold in the rapidly growing Asian automotive market. The APAC region is increasingly important for luxury car brands, driven by rising disposable incomes and a growing demand for premium vehicles. Maserati’s move to establish dedicated regional structures and appoint experienced leadership underscores its commitment to capitalizing on these opportunities.
The company’s focus on localized strategies is expected to be a key differentiator in a competitive market. By tailoring its approach to the specific preferences and needs of each country, Maserati aims to enhance brand appeal and drive sales growth. The appointment of Thapa, with his deep understanding of the Korean market, is a clear indication of this strategy.
Looking ahead, Maserati will be closely watched to see how its new APAC structure translates into tangible results. The success of the reorganization will depend on its ability to effectively implement localized strategies, strengthen its dealer network, and adapt to the evolving demands of Asian consumers. The company’s 400-unit sales target for Korea in 2026 will serve as an early indicator of its progress.
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