Maserati kicks off the Maserati OTO Retail Project

With the new Maserati OTO Retail project, the brand begins a new sales and customer experience (OTO stands for online-to-offline and vice versa). Its goal is to combine the best of a virtual and traditional purchase process into one. It’s an exciting change for Maserati and Napleton News likes this new style of vehicle purchasing.

What is Maserati OTO Retail?

Maserati OTO Retail allows customers to select and build their vehicle online all while maintaining a relationship with their chosen dealership. By adding digital tools that help support sales and maintain a central role for the dealership. In turn, Maserati customers take their experience to the next level. The program will help the customer personalize their new vehicle-purchasing experience. They can decide to build it in the Maserati showroom and which can be executed digitally at home, the office, or even while traveling.

“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,” said Bernard Loire, Chief Commercial Officer at Maserati.

Customization is key.

According to Maserati insiders, their goal is to meet and exceed the expectations of their customers. They can take advantage of the Maserati Fuoriserie program to personalize their new vehicle. This way, they will own and drive a Maserati Ghibli, Levante, Quattroporte or MC20 Supercar like no other.

This multi-faceted approach has changed retail as we know it. We find this especially true in the cutting edge luxury buying segment.

But Maserati is quick to point out e-Commerce is only part of the response.

Blurring boundaries.

The line between online shopping and a physical point of sale are blurring more frequently these days. Maserati’s new retail model makes buying a rolling piece of Italian art easier than ever.

Maserati’s plans are widespread. The digital approach is in place for those at home with a computer screen. From there, they would follow up at the physical dealership. There are complete online services, and physical sales space allows buyers to see examples of their option choices in the flesh. Showrooms are appearing around the world that will allow customers to be reached anywhere.

Maserati dealerships worldwide will be adopting this new approach, starting next year with new showrooms in Milan and Shanghai.

Maserati OTO Retail now in Pilot Program launch phase in North America.

Using the OTO program will enable customers to take advantage of several digital buying experiences. These include “My Maserati Showroom” to make online bookings for your car and “My Maserati Expert” to request details or information. Customers can also take advantage of “Remote Test Drive” and “Multi-channel Service Booking” functions. This allows them to complete these tasks remotely.

Contact your local Maserati dealership for more information on the Maserati Online-to-Offline program today.