Marketing Racing #3 – Rocket Science to market a luxury car
In the luxury performance car market McLaren, despite being young, has already distinguished itself for producing some of the cars with the most alien and imposing presence, which often translates to performance as well. This is thanks to the...
McLaren and Ferrari: matching product diversification strategies?
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...
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...
Universo Ferrari: into the Legend’s Galaxy
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...
Ferrari’s tribute to the most successful driver of all time
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...