Merchandising

Ein bisschen Ferrari kann sich jeder leisten

Lesedauer: 10 Minuten
Andre Tauber

Mützen, Uhren, Krawatten: Italiens Sportwagenbauer machen gute Geschäfte mit PS-freien Produkten. Nach Vorreiter Ferrari zieht es auch andere Hersteller zum sogenannten Merchandising-Markt. Das bringt Umsatz, ist aber riskant für Image und Marke, denn Preis und Qualität unterscheiden sich oft stark vom Auto.

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Riskante Strategie

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Die Marke könnte an Wert verlieren

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Keine Schildmützen für einen Euro

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