Maserati Quattroporte
Italian automaker Maserati is partnering with select hotels in Aspen, CO to give locals and tourists the opportunity to test out new all-wheel drive vehicles in harsh winter conditions.
The initiative, called Maserati Aspen Winter Drive Experience, will take place from Feb. 12 until March 8 in the popular ski resort town. Hotels involved in the promotion include the Ritz-Carlton, the Sky Hotel, the Viceroy Snowmass and the Westin Snowmass.
"After a successful endeavor last year, it’s good to see Masarati back in Aspen for the event," said Damon Banks, freelance journalist and media consultant, New York. "Much like Porsche and BMW, luxury automobiles and hotels simply make a good fit."
Mr. Banks is not affiliated with Maserati, but agreed to comment as an industry expert.
Maserati was unable to respond by press deadline.
Maserati masters
A Maserati product specialist will accompany drivers on a route through the snowy Aspen streets and even off the road if they so desire. The two vehicles highlighted with this promotion are the Maserati Quattroporte S Q4 and the Ghibli S Q4, both sedans with four-wheel drive that are particularly adept at maneuvering under harsh and slippery conditions.
"Aspen is known as an affluent winter destination," said Tiffany Dowd, founder and president of Luxe Social Media, Boston. "The collaboration between Maserati and Aspen taps into those who aspire the luxury lifestyle.
This test drive will allow potential buyers to experience Maserati’s performance in a real world environment. For consumers in snowy locations such as Aspen, taking a trial run in icy conditions is essential to confidently assessing a cars ability to function in bad weather.
Maserati uses the hashtag #MaseratiAspen to promote the partnership
The S Q4 system allows the wheels in both models to move independently of one another. Both vehicles have a V6 turbocharged engine and up to 404 horsepower.
In addition to the test drives, Maserati is also promoting the Maserati Lounge at The Sky Hotel’s 39 Degrees bar, where drivers can relax after taking a car out for a spin. The lounge will serve cocktails and function as a luxury hub where Maserati fans can connect with each other.
The Maserati Quattroporte S Q4 in Aspen, CO
This promotion is similar to others that have been released by some of Maserati’s competitors. Lamborghini Winter Accademia and Aston Martin on Ice both seek to give consumers the ability to experience the vehicles in winter weather before purchasing.
Giving consumers and fans the opportunity to drive luxury cars without purchasing them is an important marketing tactic that brands can benefit from. It allows aspirational consumers to form an emotional connection with the product that may inspire them to purchase in the future.
A Maserati sprays snow on the icy roads
Additionally, the promotion will benefit the hotels involved. "Hotels such as Grand Hotel Tremezzo on Lake Como and Villa Cora in Florence have collaborated with Italian car maker Ferrari to create unique driving experiences for their guests," Ms. Dowd said.
"Peninsula Hotels partners with MINI Cooper for sightseeing and shopping experiences. Putting the luxury experience at the fingertips of the guests can increase the desire for such luxury vehicles, possibly resulting someone wanting to purchase the vehicle."
The icing on the cake
Other luxury automakers have introduced similar initiatives in previous years.
For example, Bentley Motors recently opened up registration for its 2015 Power on Ice program in northern Finland.
The Power on Ice series allows loyalists to test the capabilities of Bentley models in icy conditions and to receive a holistic brand experience while lodging for four days in a luxury setting. As auto brands continue to close performance gaps, the experiences provided in events like this will become a major differentiating point (see story).
These events have proven successful for many brands seeking to introduce their products to consumers.
Luxury automakers stage wintry events to show off the control of their vehicles, but throughout the year driving events and tours present occasions to draw new consumers and solidify loyalties.
Many luxury brands have some sort of “On Ice” event where guests test an automobile’s capacity on an icy surface, and scattered throughout the year are a number of seasonal events that display global reach. Whether brands are hosting one-time racing excursions, multiple-session classes or immersive experiences, driving events are crucial for cultivating brand advocates (see story).
These initiatives will likely help the brand appeal to both new and existing consumers.
"To have the opportunity to experience a car, such as the Masarati, in real-life environments can be instrumental in the brand gaining new loyal customers," Mr. Banks said. "Collaborating with these hotels, Masarati has the ability to reach their target demographic, and providing a worthwhile service in a high-end resort destination."
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York