Behind the brand with Maserati

Challenger brands are a fascinating case study for me to explore, as there is something uniquely intriguing about a brand that has the courage to compete in a highly competitive established market. Sometimes it's about disruptions and changing the status quo (Apple's iPhone). Other times it's about creating a better mousetrap (Salesforce's F&B) or redefining the customer experience (Warby Parker's online UX/UI).

However you slice it, launching a business in an ingrained market is tough, but how do you get traction in a niche that doesn't necessarily seem to have the "need" (or the place) for your product? Is the luxury category more difficult than something more mainstream? What are the risks ? Is there a proven path to success? Let's dive!

Maserati is a bit of a special case. It's a legacy brand that's also a challenger -; with the introduction and acceleration in the supercar category after many years. The new crown jewel of the range is the MC20, which arguably rivals market leaders like Ferrari, Lamborghini and McLaren to name a few.

Maserati is a distinct Italian brand that has been around for a hundred years with a racing and touring heritage adored by many. For me, the brand is a symbol of speed and status that is uniquely rooted in Italy and tailor-made for a special segment of buyers who want something a little off the beaten path of what everyone else is doing.

"The Maserati brand is synonymous with bold performance that we sell through emotional response," says Bill Peffer, Head of Maserati Americas. "It's not a car that sells on price. It's not a car that sells on value. We sell on the emotional attachment one has for a luxury automobile." p>

The new MC20 delivers on that promise and is a marvel in terms of engineering, design and performance. It's thrilling to drive and I found it impossible to have a single bad day during the week I tested around Laguna Beach. Heads turned. A lot of people wanted selfies... I felt like a rock star for the day. Design-wise, the front reminds me of a mix of modern and retro 1960s influences that is classic Italian. While the rear is bold and robust to support the girth of the mighty V6 twin-combustion technology that Maserati has infused with F1 DNA.

Maserati, like other brands that took risks in design and performance, had to deal with times when a particular model failed to meet expectations. That said, I think the MC20 has the opportunity to be a game-changing flagship for the brand. There's no doubt that a lot of passion, technology and emotion go into the way Maserati crafted this supercar. It is meant to be evocative. From the fit and finish of the interior...from the roar of the engine to the not-so-subtle curves of its body, you know it's meant to transport you to a new state of mind.

Maserati can't wait to finally step into the supercar game at this level and give its loyal base what it's probably been craving for years. It is a first of its kind that has a Nettuno engine which is their patented 621 horsepower V6 engine with Twin Combustion technology. The car goes from zero to 100 km/h in less than 2.9 seconds and reaches a top speed of 202 mph.

To understand a little more about how Maserati positions itself, it's important to unpack the challenger brands and how they might work. I have my opinions, but I also reached out to a few friends, Chris and David, who bring a ton of branding experience to the table.

Chris Do is a designer, director, CEO and chief strategist of Blind and the founder of The Future. David Armano is senior director of customer experience strategy at digital human company Soul Machines and founder of brand consulting boutique Armano Design Group. Here are some hot takes...

“A challenger brand has yet to capture the attention or market share of the industry it competes in,” says Chris. "They often follow established brands into fourth or fifth place and aren't even on their customers' radar. They fall below or outside the mass market consciousness. Challenger brands are often...