The Maserati Drive & Sail Experience is dedicated to a selected number of guests, per the automaker. It likely invited brand loyalists as well as press and affluent local citizens. The event concept adds value by showing Maserati’s diversity in the luxury space, from automotive to yachting, racing and luxury, and creates a worldly, sophisticated setting to allow prospective clientele to experience the brand.
Maserati will likely reach its target audience of affluent consumers who crave exclusivity at its drive-and-sail events.
Exclusive events allow prospective clientele to have a physical brand experience with the product, they can see, touch and feel the brand and gives luxury automakers an opportunity to develop a personal relationship with the prospective customer and better educate them on the product.