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New Aston Martin’s CEO: Who is Tobias Moers
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....
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UK EV Market: Britishvolt partners up with Pininfarina
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...
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Not just Luxury Cars: Aston Martin Diversification Strategy
The automotive industry has been slowing down in the past two years. Apart from a few exceptions, most car manufacturers struggled to reach the sales number of the previous years as emerging markets saturated. The luxury segment represents one of these...
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Are Electric Hypercars disrupting the luxury performance niche?
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...
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McLaren’s First Quarter and Updated Strategy
McLaren has recently released its financial statement for the first three months of 2020. Like other automotive companies, the business has been seriously impacted by the virus outbreak. Why, all things considered, other companies in the same market...
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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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Marketing Racing #3 – Rocket Science to market a luxury car
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...
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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...
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Marketing Racing #1: A Porsche at a gaming convention
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...
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Can DBX save Aston Martin Lagonda?
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...
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AML jumps 20% up amidst Stroll stake acquisition rumour
On Thursday, December 5th, a rumour started to spread through the internet according to which Canadian billionaire Mr. Lawrence Stroll would have been about to complete the acquisition of a major stake in Aston Martin Lagonda. After a difficult year,...