How price conveys exclusivity
Exclusivity is an intangible quality sought by some up-market consumer brands. The intended positioning is that the product in question is rare, and should be prized. It is certainly not for everyone. Price can support such a position.
Maserati is a sporting Italian car marque, whose aficionados boast of the 1929 land speed record and close to 500 Grand Prix and other successes in a 30-year history of works teams. Today, equipped with Ferrari-built engines, the 400bhp Quattroporte, the Coupe GT and the Spyder have the rare ability to make pedestrians turn to watch them pass. Annual vehicle production is around 5,000 vehicles with capacity able to rise to only 10,000. This limited scale makes Maserati a truly exclusive ...
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