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31 August 2020 In August 2020, around three months after the official announcement, Tobias Moers has finally joined Aston Martin Lagonda as the new CEO. He leaves his previous role at the Mercedes AMG division and replaces outgoing Andy Palmer after almost six years....

29 July 2020 Rolls-Royce CEO Torsten Müller-Ötvös has just announced the release of the new Rolls-Royce Ghost that will come in Autumn. Rolls-Royce is the quintessential expression of luxury in the automotive industry. In terms of attention to details, opulence,...

21 July 2020 Here is a new article of my ‘Marketing Racing’ series, where I look closely and discuss the most interesting and innovative new and old marketing campaigns launched by luxury car manufacturers. Last month I looked at Lamborghini’s Huracán EVO RWD...

14 July 2020 The automotive industry has been slowing down in the past two years. Apart from a few exceptions, most car manufacturers struggled to reach the sales number of the previous years as emerging markets saturated. The luxury segment represents one of these...

21 May 2020 It was around a month and a half before the 2020 Geneva International Motor Show that Lamborghini announced it would have skipped the event. Then, even with the pandemic affecting the entire industry, media and enthusiasts got a degree of satisfaction....

14 May 2020 A few weeks back it was reported online how Ferrari had surpassed both General Motors and Ford in market capitalisation. With its shares jumping up by 7% after the positive report of Q1 2020 which I discussed in last week’s article, its market cap...

07 May 2020 Phase 2 approaches and automakers are starting to finally look ahead. Factories are gradually reopening even under strict controls for health and safety. In Europe, since the second half of April, several countries began the process. In Italy, and...

06 April 2020 Today the necessity of a strong social media presence is obvious whatever the industry. In the luxury performance automotive sector, all the major companies have a wide variety of activities covering the main platforms. Some even go for more niche or...

29 March 2020 Numerous announcements popped up on Maserati’s marketing channels lately, and especially since the beginning of the year. The company is going through a major restructuring process. The developments involve a wide range of business aspects: marketing...

01 March 2020 In 2019, Ferrari and McLaren both launched two new models that expanded their respective lineup and market coverage. The Roma and the GT, which especially for McLaren Automotive represents a totally new segment, aim at competing with models such as...

26 January 2020 Lamborghini today is a strong and fast-growing company. In the last two years, its already growing sales have literally skyrocketed as the firm took advantage of the SUV craze that dominates every segment of the automotive market. LAMBORGHINI'S SALES...

11 December 2019 The long-awaited, leaked and reported SUV by Aston Martin finally dropped on November 20th, 2019. Can the DBX help Aston solve its difficult financial situation and get up again? Everybody in the industry seems to agree on the fact that the SUV is the...

07 December 2019 On Thursday, December 5th, a rumour started to spread through the internet according to which Canadian billionaire Mr. Lawrence Stroll would have been about to complete the acquisition of a major stake in Aston Martin Lagonda. After a difficult year,...

27 September 2019 Universo Ferrari is the exhibition that, with stunning scenography and the sound of the voices that lived this passion, shows every visitor the values and history of the brand. But most of all lets them experience what only a limited number of...

13 January 2019 On the 3rd of January, the Museo Ferrari in the Italian city of Maranello opened a special exhibition to celebrate the 50th birthday of the German driver six years after the skiing accident. I drove from Bologna, my hometown, on a cold morning just a...