Luxury Automotive Marketing and Management - Part 2

Name: Luxury Automotive Marketing and Management - Part 2
Rating: 4.5 (1 reviews)

All you need to know and understand about the current luxury market key strategic characteristics trends and development

Created byRiccardo Del Bello

Last updated 5/2025

English

What you'll learn

What distinguishes the Luxury Automotive sector from the volume one
Key trends in the Luxury Automotive industry
Recent market dynamics between technology and diversification
Case Studies

Course content

1 section • 5 lectures • 34m total length

What distinguishes the Luxury Automotive Market from the Volume one5:46
This first video brings some highlights from academic research on the role and evolution of value creation in Luxury and introduces the customer journey comparing different touchpoints in the luxury automotive market with the volume one.
Dealerships, Aftersales and Customer Service in Luxury Automotive5:55
The second section continues the exploration of the customer journey in Luxury Automotive focusing on dealership identity and processes, to then look into afersales and services range offered by different key players to promote brand identity and loyalty.
Key Luxury Automotive industry trends8:31
The section of the course looks and macro-dynamics in the market that have defined the Luxury segment over the past 20+ years leading to what we currently see, with examples from key players in the industry.
Recent Luxury market dynamics between technology and diversification7:36
While still focusing on key Luxury Automotive strategic and business development trends, this third section focuses more on the approach taken by automakers in response to a more competitive and increasingly technologically advanced industry.
2 Relevant Case Studies6:21
The last chapter of the course looks at two interesting case studies in Luxury Automotive. The first compares directly two differing approaches to diversification and brand equity strengthening, and the second one looks at how innovation is often realised in this industry.

Requirements

Some previous study in business might help, but not specific knowledge is strictly necessary, the course is good for both experts who want to learn some more in-depth fact and figure, and complete beginners
The first part of this course can be helpful in gaining a full picture of the industry, but it is not strictly necessary to understand this second one

Description

I have studied and worked in the automotive industry for years now. So, I decided to put together this course for everyone who is passionate about Luxury Automotive or might need some knowledge for work or university studies.
This course is the result of research and consulting work that I have done with students in business and marketing university majors. Whether you are a beginner or an expert, you will find important insights about the trends and workings of this business, its strategies, and dynamics that are relevant to other sectors of luxury as well.
The Luxury automotive sector is evolving rapidly and it has almost gone full circle since its birth. In a world where luxury is expanding and customer expectations are higher than ever, an automotive business cannot remain "just" about selling cars anymore. It is crucial then to understand how businesses evolved and where a manager can go to further improve the reach of a brand and create opportunities.
This course will provide you with the knowledge to understand these different market dynamics, the strategies adopted by businesses, and how they impacted the customer journey. Most importantly, it will hopefully help you start your career in this business.

Who this course is for:

To help framing and having a good understanding of the Luxury Car market, its businesses and strategies, how it became what it is today, and how it could evolve in coming years