Maserati: a new era for sales. The Maserati OTO Retail project kicks off

Modena, 29 November 2021.  Maserati is inaugurating a new era for sales by integrating virtual and traditional experiences in the purchase process, resulting in the OTO Retail project (‘OTO’ stands for “online to offline”, and vice versa).

OTO Retail is a new commercial proposal in close collaboration with dealerships, which offers an innovative customer experience.
The project adds digital tools to support sales, maintains the centrality of dealerships’ role and enables customers to personalise their purchase experience by deciding which aspects should be worked on in a Maserati showroom and which others can be completed digitally.

Bernard Loire, Chief Commercial Officer at Maserati, noted: “The focus at Maserati is always on the customer, continuing the brand’s history of innovation and tradition, quality and exclusivity. We have therefore revamped our sales processes to arrive at an evolution of the customer journey.

“The Brand wants to meet and exceed the expectations of customers, who will now be able to take advantage of an Omni-Channel experience”, Loire continued. “We believe that this type of offer – utilising the Maserati Fuoriserie programme to customise our cars – is the right response to the wishes of the new luxury consumer”.

The Omni-Channel approach and online customer journeys have changed purchasing behaviour, especially in the luxury segment where digital services have become key elements.

However, e-Commerce is only one part of the Maserati response.

The boundaries between online shopping and physical points of sale are blurring to a greater and greater extent: Maserati is ready with a new retail model, where the new customer journey is seamlessly integrated, regardless of the customer's location.

The digital approach is not only at home in front of a computer screen, but is also coming into physical stores more and more. On the one hand, virtual assistants are offering increasingly complete online services; on the other, physical sales space is being extended and enhanced with services, to reach customers anywhere.

Maserati stores around the world will be gradually adopting this new design, starting next year with newly developed showrooms in Milan and Shanghai.

The personalisation of the customer journey is also becoming even more exclusive, with the option to sign up for the Maserati Fuoriserie programme, an integral part of the brand’s new retail concept. Launched in 2020, the customisation programme is designed to meet luxury consumers’ requirements, and makes each Maserati the perfect expression of their personal taste.

OTO Retail has recently been launched as a pilot project in the North American market.
Using this service, the Trident brand’s customers can take advantage of a series of digital touch points. These include “My Maserati Showroom” to make an online booking for your car, “My Maserati Expert” to request details or information, “Remote Test Drive” and “Multi-channel Service Booking".

Customers can now configure and book their Maserati online, then complete the transaction at their chosen dealership.

Maserati S.p.A.
Maserati produces a complete range of unique cars with an amazing personality, immediately recognisable anywhere. With their style, technology and innately exclusive character, they delight the most discerning, demanding tastes and have always been a global automotive industry benchmark. A tradition of successful cars, each of them redefining what makes an Italian sports car in terms of design, performance, comfort, elegance and safety, currently available on more than seventy markets internationally. Ambassadors of this heritage are the Quattroporte flagship, the Ghibli sports sedan, and the Levante, the first made by Maserati SUV, all models denoted by use of the choicest materials and technical solutions of the utmost excellence. Ghibli and Levante are now also available in hybrid version and are the Trident Brand’s first electrified cars. A complete range, including V6 and V8 petrol and 4 cylinder hybrid powerplants, with rear-wheel and four-wheel drive. The Trofeo Collection, comprising Ghibli, Quattroporte and Levante, equipped with the powerful 580 hp V8 engine, is the supreme expression of the Trident Brand’s high-performing DNA. The top-of-the-range is the MC20 supercar, powered by the ground-breaking Nettuno V6 engine, incorporating F1-derived technologies now made available in the power unit of a standard production car for the first time. Today, the Maserati range is produced at three plants: Ghibli and Quattroporte are built at Grugliasco (Turin) at the Avvocato Giovanni Agnelli Plant (AGAP), and Levante at the Mirafiori Plant in Turin. MC20 is produced in Modena, at the historic Viale Ciro Menotti plant.

For further information:
MASERATI
Maria Conti – Chief Communication Officer Maserati – maria.conti@maserati.com
Davide Kluzer – Product Communication Responsible – davide.kluzer@maserati.com