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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...

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...

11 June 2020 One consequence of the quarantine period for the motorsport industry, and indirectly for automotive companies, it has been to bring E-sports to the spotlight, accelerating their growth even more. I already touched in a previous article on the growing...

21 May 2020 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....

27 April 2020 Whenever one says ‘Blockchain’, the first thing that comes to mind is usually Cryptocurrency. This technology whose applications have been studied for several years now, especially in the financial sector, has the potential to change much more. It...

16 April 2020 The automotive industry has been one of the most affected by the Covid-19 outbreak so far, starting from China back in January. Sales have already suffered a sharp decrease in the mass market, and everyone is trying to assess what the situation is...

17 March 2020 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...

10 March 2020 The current EV battery industry, with a few big companies, is very much an oligopoly. And the major ones all come from Asia, Korea, Japan and of course, China. Chinese CATL (Contemporary Amperex Technology Limited, or in Chinese 宁德时代 – Níngdé shídài)...

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...

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...

04 February 2020 As I am writing this article, Tesla shares trade on the NASDAQ for around $750 each. Its market capitalisation is currently well over $100 billion and has overtaken Volkswagen as the second most valuable automotive company in the world. It is now...

24 November 2019 Rising numbers of young fans are sparking a Motorsport renaissance through social media. How does it happen? And can this wave favour car manufacturers? Formula 1, referred to by many as the pinnacle of motorsport, in 2018 registered its second year in...

25 March 2019 The favourite slogans of a certain part of experts or news outlets about the automotive industry, especially those involved with Asian markets has been quite ‘menacing’ lately for well-established firms. It is quite common to see titles such as “China...

20 December 2018 China wants to take the future of supercars by storm. A new generation of start-ups challenging the supremacy of Porsche, Ferrari, Lamborghini, McLaren, and others in the field of luxury cars – sleek, powerful, and fast - is emerging in the...