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27 January 2021 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...

20 January 2021 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...

30 December 2020 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...

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...

11 November 2020 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...

14 October 2020 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...

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...

22 September 2020 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...

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...

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...

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...

11 February 2020 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...