Maserati rolls out new ‘online to offline’ global car retail concept

Maserati has vowed to maintain the “centrality of dealerships’ role” after unveiling a new OTO Retail project corporate identity (CI) in a bid to adapt to customers’ growing demands for online car sales.

The Stellantis-owned Italian premium car brand said that OTO stands for “online to offline” and the new CI is set to debut a series of new digital customer touchpoints across its franchised dealer network.

OTO Retail has recently been launched as a pilot project in the North American market and will now be adopted at sales points across the globe, with newly-developed showrooms in Milan and Shanghai among the first to adopt the new concept early next year.