Perspectives
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Most automotive marketing problems have more than one solution. These are ours. If they resonate with you, we should probably chat.
Ferrari’s making an EV: Let’s all take a deep breath
OK, breathe in…
The Luce has arrived with the sort of reaction only Ferrari can generate. An electric car from any other manufacturer would be judged on range, charging speed, performance, price and whether the interior feels expensive enough. An electric Ferrari is judged against childhood posters, racing history, V12 thrums, resale anxiety, whether everyone involved in the marketing is a genius (or the opposite), and the rotational speed of Enzo Ferrari in his grave. This was always going to be a weird week on LinkedIn.
Breaking into automotive: How the right Go-To-Market strategy can get you in
A capable software company decides to enter automotive. The product performs well in other sectors. The sales narrative is refined. Early meetings with automotive teams are positive. Interest is genuine… and then momentum slows.
For companies new to the sector, this is disorientating, as the product solves a real problem and is a proven success in other industries, but the sale simply did not happen. To understand why, it helps to understand what the automotive industry has lived through over the past decade.