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08 January 2021 “The new era has officially begun” reads Aston Martin's announcement of its Formula 1 Team Title Sponsor Cognizant, a provider of digital products and services. The new partner will not just have a sponsorship role, but actively contribute to the F1...

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...

23 December 2020 Bentley is undergoing some important changes. Bentley’s marketing strategy has to complement its message with that of the parent company which is itself going through an important transitional period. So, let’s see what is happening and how the company...

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....

02 December 2020 It is quite common now to see luxury performance SUVs by almost every company in the segment. In big cities, where the market is significantly developed, they are not even a particularly special sighting, considering the overall sales numbers. The last...

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...

30 October 2020 In the latest press release published by Aston Martin, the automaker announces its report for Q3 of 2020 along with the renewed partnership with Mercedes-Benz AG through a new strategic technology agreement and new financing. The new agreement stands...

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...

31 August 2020 In August 2020, around three months after the official announcement, Tobias Moers has finally joined Aston Martin Lagonda as the new CEO. He leaves his previous role at the Mercedes AMG division and replaces outgoing Andy Palmer after almost six years....

20 August 2020 The Global Automotive industry has suffered a sharp decline in sales in the first half of 2020. With the sector already slowing down in 2019, the impact of the pandemic exacerbated its condition already in Q1 when China started the lockdown. By the end...

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...