Maserati is a leading luxury car brand and manufacturer originating from Bologna, Italy. Founded by Alifieri Maserati in 1914, this brand is very well known for its ultra-luxurious automobiles featuring an exquisite Italian style along with outstanding interiors. The cars are also infamous for their incredible power and the brand has achieved particular success in its high-performance sports cars, particularly within Formula One sports car racing and touring car racing.
Over the years, Maserati cars have increased significantly in their level of appeal, and today the brand boasts a magnificent international client base. In May 2014, Maserati sold more than 3000 cars in a record sale, causing the company to increase production of its stunning Quattroporte and Ghibli models. During the entire year the brand managed to sell 12,943 cars in the USA alone, thanks to a clever branding strategy and some ambitious product launches.
Maserati can teach us a great deal about how to successfully brand our businesses and reach out to a massive client base. Read on to discover more about this ultra-luxurious car brand…
Rule #1: Exceptional Design
Maserati cars are some of the most powerful in the world with the world’s most powerful engines, thus enabling many of the models to reach top speeds of more than 200 mph (300 kph). Aside from their immense power, they also happen to be some of the world’s most beautiful cars featuring exquisite designs, both inside and out.
Maserati places a particular emphasis on attention to detail, ensuring that every element of their cars is meticulously well presented throughout. Some of the many extravagant interiors include electronically adjustable seats and seat angles, multilevel dashboards, touch control screens, state-of-the-art sound systems and much more. No feature is left unnoticed, giving clients a wonderful, immersive driving experience that is simply unmatched.
Rule #2: Absolute Exclusivity
Maserati cars aren’t attainable to the general public, as these cars are known as some of the most expensive in the world. The name excites race car enthusiasts as well as those who desire to add one of these cars to their automobile collection.
That being said, in recent years the company has started to develop road cars, including the critically acclaimed Ghibli model, which retails at around $70,000. This has opened up a new market for the company, enabling it to branch out to a wider client base. The company also has plans to develop an SUV-crossover as well as AWD options for all of its vehicles. Although you still need to have a notable net worth in order to purchase one, they are no longer exclusive to sports car enthusiasts.
Rule #3: Consistency and Persistence
In an overcrowded marketplace, a business’ look must always be the same in any form of communication. Maserati has worked incredibly hard to maintain its position in the high-end luxury market by placing a particular emphasis on exclusivity, luxury and power. Even the brand’s showrooms are stunning works of art, right down to their intricately detailed brochures, which, instead of being flimsy catalogues, are highly desirable collector’s pieces not readily available to everyone that walks through its doors.
In Summary
As a brand it is essential that you carve a unique position in the market in order to distinguish your brand from the crowd. By consistently focusing on excellence in everything that you do and having a unique selling point that your competitors do not possess, you will soon find yourself attracting a large target market of refined, specific clientele who adore your brand immensely.
Other cars covered in the series:
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