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23 December 2020 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...

09 December 2020 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....

18 November 2020 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...

06 October 2020 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...

20 August 2020 The Global Automotive industry has suffered a sharp decline in sales in the first half of 2020. With the sector already slowing down in 2019, the impact of the pandemic exacerbated its condition already in Q1 when China started the lockdown. By the end...

07 August 2020 Italian iconic coachbuilder and design firm Pininfarina and start-up Britishvolt announced a collaboration to build the first UK EV Battery Giga-Factory. The project is set to bring the UK at the forefront of the automotive industry evolution to...

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...

30 June 2020 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...

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...

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...

18 February 2020 Differently from the example of marketing strategy analysed in the previous article, this one might seem less ‘unexpected’. It is noteworthy nonetheless for the range of business aspects it involved and ultimately for its daring commitment, which was...

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...