Porsche Mission R: How do concept cars benefit automakers?
Just two days ago, ahead of the presentation at the IAA Mobility in Munich, Porsche unveiled a new electric car concept, the Mission R. The last time we saw a car with a similar name, it was a few years ago and the model was the Mission E, which turned...
Subscription Service for Supercars: Does it work?
Between 2017 and 2018, numerous automakers released pilot tests of their own subscription models versions. Services that, for a monthly fee, would grant a client the choice of a new vehicle among a wide range of options and include insurance, (almost...
Bentley Marketing Mix: The Company's 8Ps
This is the third article within the “Marketing Mix” series, and this week is about Bentley. I previously discussed Ferrari and Aston Martin, applying the same analytical framework to each brand to highlight their respective strategy, important...
Rimac signs historic Strategic Joint Venture with Porsche to form Bugatti-Rimac
On Monday, July 5th, 2021, Rimac Automobili held a live event during which were announced a series of changes at the corporate level that represent historic milestones for the young Croatian company. Mate Rimac, on the stage, revealed the birth of...
Marketing Racing #11: Bentley and Fanatec unite Real and Virtual Motorsport
It is from last week, an important announcement by Bentley regarding a further step into the world of e-sports with a unique initiative and the collaboration with an extremely active player within the sector: Fanatec. But first, let’s see what has been...
Beyond Ferrari 2025 First Electric Car: Sustainability in Luxury Automotive
Ferrari just held the Annual General Meeting of Shareholders, and the Exor CEO and current Ferrari CEO John Elkann gave some important statements. The most-reported these days has certainly been the one about the release of a full-electric model by...
The Luxury Automakers and Branded Residences Trend
Bentley Motors announced a few days ago the development of its latest project. A 60-stories building co-developed with American developer Dezer to offer a Bentley branded residence experience featuring lots of amenities. Among these, probably the most...
Marketing Racing #8: Porsche Taycan Marketing and its Records
The Porsche Taycan has been a big deal for the industry since its first appearance as a concept under the name Mission E. It was the first long-standing established luxury manufacturer to start the production of an electric vehicle, which is something...
One-off Supercars: What’s the next step for luxury automotive?
The automotive industry sales have been decreasing for 3 years now. The drop in fact has begun in 2018, way before the impact of Covid-19, mainly due to stagnation in the Chinese market. The same cannot be said for the luxury automotive segment though....
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...
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...
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...
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...