Maserati's engineering expertise must be recognized by industry experts and promoted heavily to get the brand high levels of credibility with sports
car fans globally. The brand must become synonymous with design and
engineering quality if it is to succeed.
The ongoing strategic plan must also focus on making the website a market
positioning and selling platform as well, in fact the majority of the
marketing budget needs to go to electronic commerce initiatives to ensure a
high level of lead generation and eventual sales. The ability to create a
position of design and engineering excellence by placing the industry
thought leaders (editors, car enthusiast bloggers) on the website, in
addition to a...

To survive in such a competitive market, Maserati needs to create an image of design and
engineering excellence that is validated by industry experts. This all
needs to be underscored by a website that makes them the easiest to work
with, customize vehicles with, and develop their own unique identity
through niche marketing to over-50 car enthusiasts.
Reference:
Corporate Executive Board (2003) - Factors Impacting Consumers' Luxury
Vehicle Purchases. Marketing Leadership Council. Washington, DC. August,
2003