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Fiore Cappelletto on Leading McIntosh Group’s Automotive & Marine Division PAGE 2

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In this insightful interview, Fiore Cappelletto, Vice President and General Manager of Automotive & Marine at McIntosh Group Inc., shares his remarkable career journey and the passion that drives him in the high-end audio industry. With a background in communication and advertising, Fiore’s transition to the world of audio began at Sonus faber, where he honed his marketing expertise. Now leading the charge in the automotive and marine sectors, he discusses the evolving trends shaping these industries, his commitment to innovation, and the importance of sustainability. Fiore emphasises the value of teamwork and collaboration in achieving the strategic goals of McIntosh Group, reflecting on the company’s legacy of excellence in delivering unparalleled audio experiences.

Career Journey Can you share your career background and what led you to your current role as Vice President and General Manager of Automotive & Marine at McIntosh Group?

I began my career in the communication and advertising industry in my 20s while completing my studies at the University of Padova. Although my bachelor’s degree was in legal economics, I developed a deep passion for communication and advertising, which naturally led me to focus on strategic marketing. After spending a decade at two different local communication and advertising agencies, managing clients across various industries, I joined Sonus faber as Marketing Director in 2013. Interestingly, Sonus faber was initially a client of mine for about a year, after which I had the honour of being invited to join their team.

As I developed a strong passion for music and the high-end audio industry, and as the company grew through acquisitions, I transitioned to a group-level role, leading the global marketing team and enhancing the brands’ marketing and communication strategies. In 2017, driven by an unending desire to expand my knowledge and capabilities, I dedicated myself to boosting the company’s corporate business development, with a focus on the automotive sector. When the first automotive deals came to fruition, I was promoted to General Manager of the newly created automotive business unit and later to Vice President with additional responsibilities for the yachting business, becoming a member of the Senior Leadership Team (SLT).

During this time, the McIntosh Group placed significant trust in my potential and offered me the incredible opportunity to pursue a two-year Executive MBA at the Technical University of Munich, which was instrumental in preparing me for the challenges ahead. What truly led me to my current role is an insatiable curiosity and a strong willingness to learn, constantly pushing myself in fields that I was passionate about but knew little of. It may sound cliché, but you can never be fully prepared until you take action and pursue your dreams with unwavering commitment. The bigger you dream, the harder you work, the greater the results—with a bit of luck, of course.

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Role Overview What are your primary responsibilities as GM and VP of Automotive & Marine, and how do you contribute to the overall strategic goals of McIntosh Group?

The business unit we’ve established is strategically crucial to the group’s long-term goals. It not only generates significant income, which is reinvested in co-marketing activities to support our partners and to grow the companies within our portfolio, but also substantially boosts the brand awareness and equity of our companies globally. While our core focus remains on producing high-end speakers and electronics, our work in the automotive and marine sectors is essential in enhancing the value, perception, and performance of our brands.

My primary responsibility is to nurture our existing Automotive and Marine business, ensuring we deliver high-performing products and provide comprehensive support to our partners.

Simultaneously, I focus on expanding this business by forging new partnerships, carefully avoiding conflicts with our current ones to preserve our and our partners’ brand equity. Additionally, my role involves defining short and long-term strategies for the business unit, ensuring we meet P&L goals, closely monitoring costs and investments, and setting and executing sales and marketing strategies with my exceptional team. Their expertise is the driving force behind our success.

Furthermore, I continuously explore new technologies and technical partnerships to provide added value to our customers while achieving mutual benefits with our partners. I must also acknowledge the invaluable contributions of the team, who are relentlessly supporting all our automotive and marine endeavours, including Khyati Kesarwani and Raffaele Frontera in marketing, Mathias Brand in business development, Alberto Demel in industrial design, and Mario Passarelli, Mark Nazar, and Roberto Gamba in acoustic research and development. Their knowledge, passion, resilience, and commitment truly are the foundation of our achievements.

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Market Trends What current trends and developments in the automotive and marine sectors are most affecting McIntosh Group, and how is the company responding to these trends?

Automotive: The automotive industry is currently facing one of its most challenging periods. Automakers are struggling to achieve profitability with the production and sale of fully electric vehicles (EVs). High production costs and the need to increase prices have led to consumer resistance towards battery electric vehicles (BEV). While BEV sales have varied across regions, with slower adoption rates in parts of the US and EU, the market is momentarily trending towards Plug-in Hybrid Electric Vehicles (PHEVs). PHEVs may offer a reasonable cost, the long-range security and driving pleasure of internal combustion engine (ICE) vehicles, and the eco-friendly option for shorter distances, such as in-city driving. This indicates that the transition to EVs is progressing slower than initially anticipated.

In the US, Tesla remains a dominant player in the EV market, although it faces increased competition in China, where it has experienced fluctuating sales. Given these challenges, OEMs are focusing on maintaining stability in successful areas, such as their audio offerings, while exploring potential enhancements and new audio brands for future vehicles. At McIntosh Group, we are navigating these market fluctuations by remaining focused on delivering high-performance products, proactively engaging with new ideas, and executing our strategies efficiently to meet the expectations of our automotive customers, including Jeep (McIntosh’s partner), Maserati, and Lamborghini (Sonus faber’s partners).

Marine: In the yachting industry, McIntosh Group is still relatively new, and we are continuously building and improving our “fresh” knowledge. Our collaboration with Wally - Ferretti Group has been successful, providing us with valuable insights into this segment. We observe a strong desire for differentiation and uniqueness across all sizes of boats, from outboard/small boats to large yachts, and even super and mega yachts. The competition in this sector, as in the automotive industry, is intense, with wellestablished audio brands dominating the market.

However, we see an advantage in our long tradition, high-end positioning, and globally recognised performance, which is leading to increasing interest from key stakeholders. Although we have a long way to go, we are committed to building our reputation in the industry and, project by project, establishing our brands among the leaders in yacht audio systems.

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Product Innovations McIntosh Group is known for its high-quality products. How do you ensure innovation and maintain the quality of your automotive and marine offerings?

The key to our innovation lies in staying true to our brands’ DNA. Our products deliver exceptional performance, featuring specific sound signatures that we have evolved and refined over time without compromising their core characteristics. The unique and iconic design of our products makes them instantly recognisable and highly desirable.

We apply the same principles when collaborating with our automotive and marine partners. We incorporate the sound innovations embedded in our products, despite the challenges posed by different environments, and co-design every element to seamlessly blend with the other design components in the vehicle or yacht cabin. Thanks to our outstanding team of acoustic engineers and experts, we ensure that every “tuning” is true to our sound philosophy.

Technological Integration How is McIntosh Group incorporating new technologies into its automotive and marine products? Can you share any recent technological advancements or updates?

Our approach to technological integration varies between the automotive and marine sectors.

Among the technologies featured in our products, we carefully select those that are most suitable for each application and can be efficiently implemented. We pay special attention to technologies that define our sound DNA, ensuring they not only deliver the desired audio performance but are also, when possible, visible to the end user.

While I cannot disclose specific details due to confidentiality, I can share that we are adapting the technologies engineered for our latest reference speakers and electronics—such as the Sonus faber Suprema and the McIntosh Reference Amplifiers—to fit the automotive and marine environments.

During development, we ensure that materials and acoustic design faithfully replicate our home products, delivering the correct response. After installation, we go through a rigorous fine-tuning process, combining precise software analysis with deep listening sessions performed by our acoustic technicians. This meticulous process ensures that the sound reproduction meets our exacting standards.

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Sustainability Efforts What steps is McIntosh Group taking to promote sustainability within its automotive and marine divisions? How do you balance environmental concerns with product performance?

Our companies are increasingly integrating corporate social responsibility (CSR) into their long-term strategies, which I strongly support. There are many ways we can address CSR concerns, even within the context of our luxury and high-end products. We are continually exploring new, more sustainable materials and experimenting with them. For example, we are testing and implementing the use of materials like cork, which deliver great acoustic performance while also being environmentally sustainable. Additionally, we are working closely with our partners to understand how we can contribute to achieving their CSR goals. Sustainability is an ongoing process that requires constant research and collaboration, and while we have made significant progress, there is still much more to accomplish.

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Customer Focus How does McIntosh Group address the needs and expectations of its customers in the automotive and marine industries? Are there any recent projects or initiatives that highlight your customer-focused approach?

We differentiate between our automotive and marine partners and the end users, as our approach varies accordingly. With our partners, we ensure that the products delivered are flawless, continuously monitoring industry trends, seeking innovation, and proactively proposing new, scalable solutions.

From a sales and marketing standpoint, we maintain a proactive stance, always looking for ways to enhance our offerings.

For end users, our primary goal is to deliver products that create unforgettable sound experiences, leaving a lasting impression throughout their journeys in their cars or yachts. We recognise that customers who purchase our products have exceptionally high expectations, and we strive to ensure that our performance and design consistently exceed these expectations. Additionally, we seek to understand the needs and expectations of end users, not only from a product perspective but also from a community standpoint, fostering a sense of belonging to our brands’ family.

Recent examples of output related to our customer-focused approach include the successful launch of the new Jeep Wagoneer S in New York City, where Jeep fully embraced the McIntosh brand, leveraging our House of Sound (www.houseofsoundnyc.com) in Chelsea, Manhattan, for a three-day event that included strong engagement with press and customers. Another example is the inclusion of the Sonus faber brand in the Lamborghini Villa and House of Maserati during the Monterey Car Week 2024, one of the most renowned automotive events globally. Our partners integrated our products into multiple areas of their venues, not only to provide superior sound but also to establish a clear connection between the sound systems in their vehicles and our home products. These experiences allowed us to connect with guests and customers, providing them with the rationale behind our collaborations and letting them experience the sound systems both on-board and offboard, resulting in outstanding engagement and extremely positive feedback.

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“Our companies are increasingly integrating corporate social responsibility into their long-term strategies, which I strongly support”

Leadership approach How do you approach leadership and team management in your role? What qualities do you believe are essential for leading effectively in the automotive and marine industries?

My leadership style, like that of many fellow managers, has been shaped by a blend of professional and personal experiences, challenges, and a deep passion for what I do. I believe in leading by example, being approachable, and maintaining a strong work ethic. Effective communication and transparency are essential for building trust and fostering a collaborative environment. We aim to create a culture where every team member feels valued and empowered to contribute to our shared success.

A key aspect of leadership is understanding your role in different situations—whether it’s standing beside, behind, or in front of the team. This means recognising when to provide support or encouragement, when to collaborate and “push” for their success, and when to lead from the front to protect and guide. One thing is certain: credit and celebration belong to the team, while the responsibility for challenges rests with me. My ultimate goal is to become “unnecessary” to the team, knowing they can succeed on their own. When your team no longer needs your guidance—assuming it was effective—you know you’ve done your job well.

Staying motivated is effortless when you’re passionate about your work. I’m deeply inspired by the products we create and the positive impact they have on people’s lives. Witnessing our team’s hard work manifest in exceptional products and accomplishments is incredibly rewarding, fueling our drive to continue pushing the boundaries of what we can achieve.

McIntosh Group is a world leader in high-end audio equipment, offering premium products across renowned brands like McIntosh Labs, Sonus faber, and Sumiko. With a focus on innovation and performance, the group delivers exceptional audio experiences to music lovers worldwide.

Fiore Cappelletto Vice President

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