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...
Nico Rosberg enters the Rimac Family: Rimac Business Model
Around a year ago, 2016 Formula 1 World Champion Nico Rosberg now turned into Entrepreneur/YouTuber published a video in which he talked about his intention to buy a hypercar. He then asked his audience for opinions on the options he selected (even...
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....
Not just Luxury Cars: Aston Martin Diversification Strategy
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...
Are Electric Hypercars disrupting the luxury performance niche?
The term hypercar usually indicates a vehicle sitting at the very top segment of the market in terms of pricing, performance, and customer experience. As one could expect, it is a market reserved for a really small crowd of wealthy. This market niche...
Marketing Racing #4: A Lamborghini in your Living Room
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....
Phase 2: Q1 and Italian Luxury Car Manufacturers’ reaction
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...
Automotive social media marketing: Why Lamborghini is winning
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...
Marketing Racing #1: A Porsche at a gaming convention
This new article is numbered because I want this to become a regular series for me to revisit and analyse unique or particularly innovative marketing campaigns. Marketing Racing is about the competition within the luxury performance automotive industry...
How VW turned Lamborghini into the success it is today?
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...
Can DBX save Aston Martin Lagonda?
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...
AML jumps 20% up amidst Stroll stake acquisition rumour
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,...