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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...

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...

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...

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...

26 January 2020 Lamborghini today is a strong and fast-growing company. In the last two years, its already growing sales have literally skyrocketed as the firm took advantage of the SUV craze that dominates every segment of the automotive market. LAMBORGHINI'S SALES...

11 December 2019 The long-awaited, leaked and reported SUV by Aston Martin finally dropped on November 20th, 2019. Can the DBX help Aston solve its difficult financial situation and get up again? Everybody in the industry seems to agree on the fact that the SUV is the...

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...

13 February 2019 ‘Because I buy so many new Ferraris, at some point you run out of ideas. When I came to the idea of doing a spec to pay tribute to the 250 Lusso Competizione, then it made it a lot easier’ says Ferrari collector and entrepreneur David Lee...

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...