Italian luxury car brands and national identity

In The luxury strategy: break the rules of marketing to build luxury brands, Jean-Noël Kapferer, Vincent Bastien use a telling diagram which illustrates how luxury car brands fit into a matrix of sorts. I am not going to reproduce the entire diagram here, but the important thing is that “Italian Haute Couture” cars – Lamborghini, Ferrari, Aston-Martin and Maserati feature “the most design” and tend to be “the most modern.” Please note that while Aston-Martin is a British car manufacturer, it has strong links to Italian design firms, particularly Zagato.

Kapferer and Bastien sum up identity traits, expected of Italian luxury cars: “the art of the beautiful, the Latin sensibility and the ever-renewed, ever-surprising creative talent.” It is very curious that such supposedly “Italian” characteristics of elevated emotions and sensibility also correlate (in the authors’ opinion!) with proneness to breakdowns.

See also:
Italian watches – brands and traditions

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