THE ITALIAN CAR BRAND, MASERATI, is synonymous with luxury and success. Globally, the brand appeals to the over-50s market, but in China it is the wealthy late 20s to early 30s that are the target customer. This enormous age difference has resulted in a surprising marketing approach – online sales.
In this ClarkMorgan Insights interview, Mirko Bordiga explains how he and his team embraced the online sales platform, Tmall, achieving incredible results – selling 100 Maserati Levante SUVs in only 18 seconds, online! Think you understand luxury in China? Think again.