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 satisfac...

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...

Today the necessity of a strong social media presence is obvious whatever the industry. In the luxury performance automotive sector, all the major companies have a wide variety of activities covering the main platforms. Some even go fo...

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: market...

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 stat...

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...

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 ...

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 ind...

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 S...

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 i...

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...

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 ...

‘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 (@ferrar...