MASTER&IN&LUXURY&MANAGEMENT Guzzi Great italian motorcycles since 1921 “Moto Guzzi is a great...

LUXURY&RIDERS

R L

Italian motors and luxury

MASTER&IN&LUXURY&MANAGEMENT

Perception of made in Italy

3 case studies

Master International Luxury Management- group work n°1 -Italian motors and luxury

Moto Guzzi

Great italian motorcycles since 1921

“Moto Guzzi is a great piece of Italian history, inspiring thirst for adventure in generations of motorcyclists for more than 90 years. California 1400 models combine modern technology with the classic style and elegance.. They stand out for attention to craftsmanship with with

which each single component is assembled. A level of care that makes every Moto Guzzi California a unique piece, with the power to match and accentuate the strong personality of a

passionate and exclusive clientele”


Moto Guzzi

“PROUDLY)MADE)IN)ITALY”)(cra5smanship)

+)design))

#motoguzzipride)F>)emoHonal:“pride)of)riding)a)Moto)Guzzi”))))))))

Comfort)+)elegance)+)technology)

Bike)customizaHon)+)big)load)capacity)

LUXURY&

values


Moto Guzziperception abroad

• 2010 sold 4,000 motorcycles VS 2013 sold almost 7,000 -> growth

• Guzzi won the contract to supply 35 Moto Guzzi Norge GTs to the Berlin police-> international

• 2014: California 1400 Touring the flagship of Gran Turismo = Pure reference for the entire category.

• High quality and customization

• Moto Guzzi created an association, Moto Guzzi World Club, to gather all the owners in the world of a Moto Guzzi motorbike, in order to share and participate into the life and history of the brand.

• They also created a hashtag #motoguzzipride -----> consumers become embassadors of brand -> social

• Recognized abroad by niche lovers of motorcycles-> well perceived


Moto GuzziMoto$Guzzi$California$/$Miguel$Galluzzi$Interview$video:$

h1p://uk.motoguzzi.it/motoguzzi/UK/en/newsCpromo/california_in_california.html


RIVA

Most significant exponent of Italian excellence in the boating sector

Born in 1842 in Sarnico, location on the Lake in Lombardia, Italy. Riva yachts are characterised by a unique design, the use of wooden and the iconic turquoise interiors, which are the signature of the brand.

Every client can customize his boat according to his needs, being able to choose among accessories, such as exclusive, personalized water skis and technologies like, as an example, the “Tan in the shade” sundeck, made in perforated, technological TNT material which

allows for ventilation. In order to preserve the unmistakable style of Riva elegance and the specific characteristics of Made in Italy, both interiors and exteriors designs are entirely developed by Officina Italiana Design. Moreover they use true old school approach to their craft. Riva reinvented a

contemporary and modern style, which remains undisputed and recognizable, unique and unmistakable status.


RIVA

Customization& Uniqueness Technology

Made in Italy (designs&production) Elegance & Class

Luxury

values


RIVAperception abroad

• Choosing a Riva yacht means, all over the world, choosing a status symbol. -> status

• Riva has grown to become synonymous with fine Italian speedboats -> prestige

• craftmanship and uniqueness

• communities worldwide devoted to cherish the wonderful world of Riva-> lifestyle

• characteristics of customers purchasing Riva are pursuit of perfect quality of life, focusing on taste and a blend of technology, boating and design -> lifestyle!

• used in movies and commercials -> lifestyle!

h8p://youtu.be/YpFWbzcvIwo$riva$nespresso

h8p://youtu.be/TyU/pdquoiY$impero$couture

La Dolce Vita


LAMBORGHINI

Ferruccio Lamborghini strong-willed founded a business making tractors from reconfigured surplus military machines, near Bologna, Italy. Automobili Lamborghini was officially established in 1963 in Sant'Agata Bolognese, Italy, and the same year debuted its first car,

the Lamborghini 350 GTV. Automobili Lamborghini changed hands several times and in the late 1990s was purchased by German automaker Volkswagen. The company continued to build high-performance cars, including the Murcielago) and the Gallardo.

Lamborghini represents style, technology and exclusivity. Lamborghini gives value to ethics, concern for the enviroment and corporate social responsibility.

“Enzo&Ferrari&&said&‘Lamborghini,&you&may&be&able&to&drive&a&tractor&but&you&will&never&be&able&to&handle&a&Ferrari&Properly.'&This&was&the&point&when&I&finally&decided&to&make&a&perfect&car.”&

F&[F.&Lamborghini]


LAMBORGHINI

Best materials: updated and uniqueness

High performance technology

Made in Italy (Italian style,

elegance & quality)

Exclusivity:, high quality & attention

to details

Luxury

values


LAMBORGHINIperception abroad

• children’s dream: The shared perception of this cars my most of the people all around the world, who love Lamborghini as a dream of their childhood is summarized in the following quotes: “I have loved exotic cars since I was a young child.

• fascinating

• strong emotional impact on fans of luxury super sport cars

• aggressive but elegant -> lifestyle : used in movies (Mission Impossible 3)

• Police in Dubai use Lamborghini

• Video:

• Police in Dubai---> lamborghini http://www.youtube.com/watch?v=GPNk2x8_VnI

• associated to evil (revenge, power and aggressiveness) and mafia (China)

• Sales: 2007 : 265 cars sold VS 2013: 1600 cars sold -> growth


LAMBORGHINIperception abroad


Conclusions


Moto Guzzi

Perception

Supplier Berlin Police

#motoguzzipride

Customization & quality

Conclusion

International

Emotional & social (clients are brand ambassadors

Highly perceived quality, comfort, style


LAMBORGHINI

Perception

Children’s dream

Aggressive but elegant

Dubai Police

Conclusion

Heritage and long tradition

Emotional impact

International


RIVA

La Dolce Vita

Perception

Prestige

Craftmanship & Uniqueness

“La Dolce Vita” feeling

Conclusion

Status

Quality & Exclusivity

Lifestyle


MADE IN ITALYConclusions

lifestyle

style

quality & attention to

details

customization

craftmanship

heritage


References

SOURCES

• h1p://invesLourmore.com

• h1p://www.youtube.com/watch?v=GPNk2x8_VnI

• h1p://www.poolCmag.net/internaVonal/content1.html?id=317&iid=14

• www.pool-mag.net

• www.lamborghini.com

• www.motoguzzi.it

• http://uk.motoguzzi.it/motoguzzi/UK/en/news-promo/california_in_california.html

• https://rideapart.com/tags/moto-guzzi-california-1400

• h1p://www.jamesediVon.com/yachts/riva

• h1p://daxueconsulVng.com/yachtCinCchinaCaCmarketCreportConCriva/

• h1p://www.youtube.com/watch?v=f26W1IosFCk

• www.riva.com

Group Members: F. Allinio, F. Ataie, I. Diotallevi, G. Laudani, L. Pittis


MASTER&IN&LUXURY&MANAGEMENT Guzzi Great italian motorcycles since 1921 “Moto Guzzi is a great...

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