Job 1 for Grady at Maserati is adding dealerships and providing all dealers with training and resources available through Chrysler.
Maserati has 75 dealers in the United States, including new dealerships in Indianapolis and Fort Worth, Texas. Grady plans to expand that number to 125 nationwide by year end.
Most of Maserati's dealerships are in coastal states. Grady is looking to add stores in metropolitan areas in the South and Midwest.
"There's a big, solid piece of the geography -- now that we have a Ghibli that's a solid entry into the entry-level luxury segment -- that's opened up quite a bit of the market to us," he said.
The Super Bowl spot seemed to turbocharge demand for Maserati franchises, Grady said.
"I think we have more interested dealers than openings, but in some cases, I've got a lot of interested dealers for one opening," he said. Some of the areas the brand is targeting are large metro regions "where we have two dealers, and we really need four or five."
Maserati dealers have started training at the Chrysler Dealer Academy. Also, the automaker is in negotiations with Santander Consumer USA, which operates Chrysler Capital, to establish a similar arrangement to be called Maserati Capital.
The Super Bowl commercial already is helping dealers.
At Maserati of Marin, north of San Francisco, consumer reaction to the Super Bowl commercial was immediate from existing clients and prospects, said Mark Paddack, the general sales manager.
"We've had quite an uptick in traffic. We're working some deals directly off the commercial," Paddack said. The dealership is on pace to quadruple its sales this year.
Maserati dealers found out about the Super Bowl commercial just two days before the game. Complicating matters, most of the dealers were in Miami on the Monday after the game for a long-planned dealer meeting.
Paddack said his dealership is striving to capitalize on the surprise. Employees are reaching out to previous customers to make sure they have a copy of the commercial to share with friends, and they're planning more local advertising.
Paddack said: "Maserati did their job. Now it's up to dealers to do theirs." c