Why Buy Ferrari? Words from a Collector
To properly understand the workings of the luxury automotive niche, one has to understand how the client’s preferences evolve, how trends pick up, and what are the needs of a restricted and highly selective group of customers. This time I was lucky...
Automotive Social Media Marketing: Porsche’s Electrification, Heritage and Motorsport
In today’s luxury automotive sector Porsche is one of the most influential and successful brands on the market. This is due to its long history of excellence, its achievements in motorsport, and the overall status that the brand has reached. But there...
Marketing Racing #7: MSO & McLaren Sabre
Despite the pandemic and the many difficulties for automotive manufacturers, 2020 has been a year full of surprises. Numerous limited series or few-offs, as well as one-offs and highly anticipated new production models, have seen the light. But the...
Aston Martin F1: WEC Out, New Title Partner In
“The new era has officially begun” reads Aston Martin's announcement of its Formula 1 Team Title Sponsor Cognizant, a provider of digital products and services. The new partner will not just have a sponsorship role, but actively contribute to the F1...
5 Christmas Automotive Social Media Marketing Campaigns
As this strange 2020 draws to a close, I thought it would be fun and fitting to review the best social media marketing campaigns and different approaches used by the luxury automakers over the Christmas period to either celebrate the holidays or give...
Automotive Strategy: Bentley Marketing
Bentley is undergoing some important changes. Bentley’s marketing strategy has to complement its message with that of the parent company which is itself going through an important transitional period. So, let’s see what is happening and how the company...
6 Most Significant One-Off Supercars
Luxury today is about uniqueness. Automakers constantly enrich their services and offer a range to satisfy every client’s desire. Luxury automotive nowadays cannot be anymore just about producing beautiful, insanely fast, or extremely luxurious cars....
Should McLaren develop an SUV?
It is quite common now to see luxury performance SUVs by almost every company in the segment. In big cities, where the market is significantly developed, they are not even a particularly special sighting, considering the overall sales numbers. The last...
Ferrari Marketing Mix: The Prancing Horse’s 8Ps
It is known that in the luxury automotive world Ferrari has such a unique history that very few come close. This strong identity reflects as well on its business model and its marketing mix. So, let’s dive in and see what and how many are the...
Porsche’s bet on Automotive Future: Synthetic Fuels Explained
For the German automaker, electricity is the way, but not alone. In a recent press release, Porsche’s R&D Member of the Executive Board Michael Steiner claimed that while a large chunk of the companies’ investments is going in electrification and...
6 Factors to Relaunch the brand: Aston Martin and Mercedes Agreement
In the latest press release published by Aston Martin, the automaker announces its report for Q3 of 2020 along with the renewed partnership with Mercedes-Benz AG through a new strategic technology agreement and new financing. The new agreement stands...
Marketing Racing #6: Porsche’s Heist and the power of Storytelling
The Heist is Porsche’s video released at the beginning of 2020 and it is also the most-viewed automotive commercial on YouTube with almost 22 million views reached in a matter of months. The video promotes the new all-electric Taycan in a clever way...
Implications of VW selling Bugatti to Rimac
A couple of weeks back, the news spread about Volkswagen’s intention to sell its top luxury low-volume automaker, Bugatti. What is more surprising is that Croatian EV automaker and tech supplier Rimac has been quoted among the interested parties in the...
Porsche EV Development Strategy
Porsche is boldly embracing the future of automotive with electrification in its Strategy 2025 plan. Like more and more manufacturers are doing, it has already declared that future models of its lineup will be full-electric. When it comes to sports...
New Aston Martin’s CEO: Who is Tobias Moers
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....