http://blogs.wsj.com/autoshow/2008/11/20/maserati-finds-its-engine-sound-fires-up-women/
By Kate Linebaugh
Maserati’s new North America President Marti Eulberg and one of the most senior female auto executives, has an interesting take on women and sports cars. First, the fashionably dressed women in short skirts who stood by the company’s new Quattroporte sedan in sequined heels during the media preview won’t be sporting the same gear on public days. They’ll be wearing pants and Maserati racing jackets.
But the company’s latest viral marketing campaign is linked up with Conde Nast’s GQ magazine and comes from a study by British insurer Hiscox. The study revealed that the note – tuned by an Italian sound engineer – that comes out of the tailpipe when the Maserati engine is revved raises testosterone levels in women and increases sexual arousal. So Maserati made it a ring tone.
Meanwhile, Ms. Eulberg says the company’s North American sales are likely to be about 3,000 vehicles this year and she expects that to hold steady next year. – Kate Linebaugh
More at link...
By Kate Linebaugh
Maserati’s new North America President Marti Eulberg and one of the most senior female auto executives, has an interesting take on women and sports cars. First, the fashionably dressed women in short skirts who stood by the company’s new Quattroporte sedan in sequined heels during the media preview won’t be sporting the same gear on public days. They’ll be wearing pants and Maserati racing jackets.
But the company’s latest viral marketing campaign is linked up with Conde Nast’s GQ magazine and comes from a study by British insurer Hiscox. The study revealed that the note – tuned by an Italian sound engineer – that comes out of the tailpipe when the Maserati engine is revved raises testosterone levels in women and increases sexual arousal. So Maserati made it a ring tone.
Meanwhile, Ms. Eulberg says the company’s North American sales are likely to be about 3,000 vehicles this year and she expects that to hold steady next year. – Kate Linebaugh
More at link...