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10 February 2021 The luxury automotive segment is an extremely competitive niche, with just a few strong players and very high entry barriers. Over the last 30 years, many tried and very few succeeded. While electrification is partially lowering such barriers on the...

30 June 2021 It is from last week, an important announcement by Bentley regarding a further step into the world of e-sports with a unique initiative and the collaboration with an extremely active player within the sector: Fanatec. But first, let’s see what has been...

22 December 2021 With the holidays approaching, a lighter theme seems due. So, here is a follow-up on the 2020’s video about Christmas-related automotive social media marketing campaigns and YouTube videos. For the second year in a row, Bentley published a Christmas...

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 March 2021 Rimac is the latest success in the luxury automotive industry, and in just 10 years distinguished itself for being an extreme innovator with its high-performance electric powertrains as well as other correlated technologies. As Mate Rimac stated during...

11 January 2022 On Monday, Maserati announced its entry in the Formula E Championship starting from the 2022-23 season. This is not just a first for the Trident house, but a first for Formula E itself which sees the first Italian manufacturer entering the...

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 February 2025 2024 has been a difficult year for Stellantis’ top-tier luxury brand despite undergoing a deep image renewal with a new product line to match. A while back I wrote about Maserati’s renovated marketing communication on the eve of the release of the MC20...

14 October 2024 The current luxury automotive landscape is shaped by a specific trend that has influenced various players and could increasingly define new products in the near future. In a way, it might even seem like the industry is going backwards. But the truth is...

26 May 2025 Following up on the first half of the Luxury Automotive Strategy and Marketing online course published a while back, the second half is now available on Udemy at the link HERE. As for the previous one, this course too is thought for enthusiasts and...

10 September 2020 Around a year ago, 2016 Formula 1 World Champion Nico Rosberg now turned into Entrepreneur/YouTuber published a video in which he talked about his intention to buy a hypercar. He then asked his audience for opinions on the options he selected (even...

03 February 2021 The automotive industry sales have been decreasing for 3 years now. The drop in fact has begun in 2018, way before the impact of Covid-19, mainly due to stagnation in the Chinese market. The same cannot be said for the luxury automotive segment though....

07 May 2020 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...

07 July 2021 On Monday, July 5th, 2021, Rimac Automobili held a live event during which were announced a series of changes at the corporate level that represent historic milestones for the young Croatian company. Mate Rimac, on the stage, revealed the birth of...

22 September 2021 Each company in the luxury automotive industry has its own "niche within the niche". Being an oligopoly, characterised by a very limited, and very demanding customer base, this market requires each one of the few key players to distinguish itself...