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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...

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...

17 February 2021 The Porsche Taycan has been a big deal for the industry since its first appearance as a concept under the name Mission E. It was the first long-standing established luxury manufacturer to start the production of an electric vehicle, which is something...

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...

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...

08 September 2021 Just two days ago, ahead of the presentation at the IAA Mobility in Munich, Porsche unveiled a new electric car concept, the Mission R. The last time we saw a car with a similar name, it was a few years ago and the model was the Mission E, which turned...

08 December 2021 On Monday Porsche revealed its Vision GT Concept. A futuristic racing car that will be featured in the upcoming Gran Turismo 7 releasing early in 2022 as a Play Station exclusive. *Source: Porsche Media This is only the latest concept designed by an...