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Marketing Racing #5: Ferrari’s Art side of the Business
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...
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Ferrari shares reflect the company’s positive momentum
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...
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Phase 2: Q1 and Italian Luxury Car Manufacturers’ reaction
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...
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Maserati strategy: back to the origins to look at the future
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...
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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...