Maserati: New idea for a car dealership
TRADE IN CHANGE A new era in distribution is beginning at Maserati. A retail model is being introduced that aims to combine the virtual with the traditional. The Italians are talking about the OTO Retail Project.
The new OTO Retail project - OTO stands for "Online To Offline". It is being set up in close cooperation with car dealerships and is intended to offer new opportunities for sales as well as an innovative purchasing offer.
Digital tools support sales, while dealers retain their central role. Customers are thus given the opportunity to decide for themselves which aspects should be discussed on site at the dealer and which can be carried out digitally.
Exceeding customer expectations
Chief Commercial Officer Bernard Loire: "At Maserati, the focus is always on the customer. That is what defines the history of this brand, its tradition and its quality. The realignment in the sales area should also be seen in this light. As a premium brand, we are committed to exceeding customer expectations."
Nevertheless, e-commerce is only one part of Maserati's strategy. The boundaries between online shopping and on-site sales are becoming increasingly blurred. The new retail model offers a seamless transition across the entire sales process.
As a pilot project first in North America
However, the digital approach is not limited to the screens at home. A gradual implementation is also taking place in stores. Virtual assistants, for example, offer comprehensive online services, while at the same time the sales outlets are also being further expanded and new offerings added. Maserati stores worldwide will gradually adopt the new design.
The start with OTO Retail will be made by the newly developed showrooms in Milan and Shanghai. A pilot project will also be launched on the North American market.
The new services include My Maserati Showroom, My Maserati Expert, Remote Test Drive and Multi-Channel Service Booking. Detailed information on Switzerland is not yet available.
