AndWilder Brand Consultancy | London Sussex AndWilder Brand Consultancy | London Sussex
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Italian Luxury Automotive

Revitalising an iconic global brand

The Project

To redefine an Italian cultural icon ensuring the new Brand Promise and positioning matches changing target customer demands and encourages brand reconsideration.

The Background

Growing uncertainty, political upheavals, and market instability, as well as the rise in electric cars and the notion of the driverless car of the future, meant many unpredictable challenges in the luxury automotive market. With an acknowledgement that the market had moved fast and that the profile of prospective buyers had changed dramatically, this world-renowned, luxury automotive brand was seeking to redefine its brand. With the development of electric models across all ranges and the launch of a revolutionary new super sports car coming up, the time was right to signal a new era.

In recent years, luxury had lost its meaning. It had been watered down, creating an opportunity for heritage brands to focus back emphasis on the 6 key pillars of luxury – quality, craftsmanship, design, attention to detail, uniqueness, and authenticity – those attributes that had made them so successful in the first place. Reflecting the respect and connection to the racing history and the passion of the people behind the brand was key whilst also ensuring relevance to changing demographics and the intrinsic values held by new global luxury consumers.

The Challenge

Brought in as Brand Strategy lead by a global management consultancy partner to re-position and revitalise this illustrious Italian luxury automotive brand, we were tasked with uncovering and distilling what was, and always had been distinctive, and unique. This new strategic direction needed to bring all on board with it and to build consensus at all levels of the organisation and across all regions. It also needed to support on-going organisational change, drive global sales through tailored regional marketing campaigns and support the delivery of a high impact new product launch.

The Solution

With a deep dive, cross-functional approach, we moved fast. Researching, listening, dissecting, and reconstructing existing customer and competitor research and supplementing it with a hands-on, immersive process of site visits, in-depth stakeholder interviews and future trend forecasting. We quickly got under the skin of this unique brand, once a family-run business, its people, passion and the beauty and power of the cars themselves. Going back through the archives and the historic car collection allowed us to appreciate the extreme highs and extreme lows the business and the brand had encountered over the years. It made it even more obvious of the importance of celebrating the triumphs and the audaciousness that had shaped this cultural icon over the past century, one that had captured so many hearts.

Honouring the past and moving the brand forwards with a brave new take on the world meant for an exciting few months of brand ideation and co-creation. The result was an unmatched, aspirational yet accessible brand positioning focused on capturing the intrinsic spirit of this iconic brand, fierce enough to fulfil the immense ambitions of the business and powerful enough to drive the luxury brand successfully through the next chapter of its life.