Lamborghini and Ferrari. Hermes and Louis Vuitton. These brands are some of the most ambitious brands, they are the kings of sports cars, the most powerful among the car makers and they even offer exclusive products to all the people of the world.
Just like LV Louis Vuitton and Hermes, they are very luxury cars but have you ever asked yourself why there are no TV ads for both Lamborghini and Ferrari?!!!! why is that? Is it because they seem like simple companies or maybe a little needy? Or do they not want to market themselves to the “wrong people”.
Let’s take a look at how Ferrari, Lamborghini and other car manufacturers have managed to continue to operate without any television commercials, and how they are adept at marketing in other ways.
Ferrari Marketing Tactics
Ferrari is like the least expensive girl in the region, it’s a company that takes great pride in its brand
Ferrari has always been an exclusive brand that produces some amazing cars . And it remains so to this day. Some models aren’t available to first-time buyers, and getting a slot for a Special Edition vehicle is reserved only for those who’ve had it before and have been with the brand for a while.
For this reason, Ferrari seems to be a policy that can be described as regressive, it manages its sales in a low supply style while its sales are in high demand, the aim is to continue to create buzz around the latest Ferrari cars so that people who want to buy them in the future can recognize the brand Ferrari’s preference is that the customer develop a strong relationship with their dealership before they can approach their products. And they’d rather have customer names queued up for something like 812 Competizione.
Ferrari as a brand knows what kind of customers it wants to reach , and it knows that most of its customers don’t watch TV and Instagram because people who make millions of dollars a year and can buy a Ferrari don’t tend to spend their free time that way.
On the other hand, Ferrari markets itself as an elegant Italian luxury with speed and performance at the heart of it. But for ordinary people, any red sports car could be a Ferrari. And that’s the point here, Ferrari doesn’t want to advertise to people who don’t really appreciate their product.
To know how picky Ferrari can be when it comes to its brand image, for example, German fashion designer Philipp Plein once posted a picture of his shoes in the back of his 812 Superfast . Ferrari sued him and won the case to stop Philip because they said it went against the Ferrari brand image.
It seems that in this case, Ferrari loses contact with actual consumers. Philip Plein is a successful playboy who lives the Ferrari dream lifestyle. So why would Ferrari oppose him in advertising his products?
Ferrari is very careful about its image and that’s why you won’t find them mass advertising, instead they like to choose and even scrutinize who can be seen in one of their cars.
Lamborghini approach
Although Lamborghini shares many of the same characteristics as Ferrari, it is a completely polar opposite brand to Ferrari when it comes to marketing and advertising.
Lamborghini wants people to show off their cars and they want to produce crazy things. That’s why people often look at them and prefer them when choosing a Ferrari. Although both are Italian manufacturers that make fast cars and both have a huge history and legacy in doing so.
From the start, Lamborghini’s entire plan was to build the most ridiculous flashy cars for ridiculous flashy people. They know who their customers are, and even though their cars like Ferraris cost hundreds of thousands of dollars, Lamborghini still wants to build the fiercest and most powerful things possible and include them in their cars.
And their customers agree with them. Nobody buys a Lamborghini because they want to enjoy Italian luxury, in fact they buy it because it looks and sounds really crazy.
However, Lamborghini is also not advertised on television to the general public. But like Ferrari they share the same reason, they don’t think people who watch TV will be persuaded and swayed by an attractive advertisement. Instead, they let their products do the talking, and don’t throw themselves or their products at anyone.
Like Ferrari, Lamborghini is a brand for the upper strata of society and even without a financing deal, when you think about buying a Lamborghini you would need an income of about half a million US dollars a year to buy one Lamborghini.
Marketing frenzy at McLaren
With no intense television advertising campaign and an open door policy when it comes to buying the latest cars, McLaren has become a fierce competitor to these old brands . Where anyone can enter, buy and decide which McLaren model they want to buy.
McLaren is one of the relatively latecomers in the game but in the last 10 years it has risen to be among the best. One reason for this is that a customer who is refused a Ferrari of their choice and is offered only the lowest model, will enter the McLaren dealership and be able to purchase the high-spec McLaren of their choice.
And unlike Ferrari and Lamborghini, McLaren is very rude and aggressive about their selling style. They offer competitive financing deals on even the most expensive cars, and have even run select ads on TV.
But it must be said that McLaren is a relative newcomer to the supercar world, but having already spawned legends such as F1 and the Senna, it appears to be continuing to gain popularity and much of that success can be attributed to its marketing.
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