Maserati Challenge 2026: Brand Perception & Engagement Survey

Estimated time: approximately 5 minutes 25 questions: mostly multiple choice All responses are fully anonymous and used for academic research only.

When you hear the word "luxury", what is the first thing that comes to mind? Write one word or a short phrase.

Which of the following best represent luxury for you? Select up to 3 options.

How do you typically discover luxury brands? Select all that apply.

Which of the following best describes your current relationship with cars?

A

I own a car (bought or financed)

B

I use a family car regularly

C

I use car-sharing services (e.g. Enjoy, Share Now)

D

I rent occasionally (days or weeks)

E

I rely on public transport — rarely use a car

F

I have no car access and don't need one

Thinking about cars in general (not just luxury), which access model appeals to you most for the next 5 years? Choose the option that fits your real preference, not an ideal scenario.

A

Full ownership (buy outright or finance)

B

Long-term lease (2–4 year contract)

C

Medium-term rental (1–3 months, renewed flexibly)

D

Monthly car subscription (switch models anytime)

E

On-demand car sharing (pay per trip / hour)

F

I don't plan to use a car in the next 5 years

What is the main reason behind your preference in the previous question?

A

I value freedom and full ownership

B

Flexibility matters more than owning

C

I don't want to deal with maintenance & depreciation

D

Environmental reasons — I want to minimize car use

E

Cost efficiency

F

I enjoy trying different models / brands

G

Other

Imagining a very high salary - how would you prefer to access a luxury car?

A

Own it outright

B

Medium-term rental (1–3 months, renewed flexibly)

C

Monthly luxury car subscription

D

Occasional car sharing or chauffeur service

E

I would not prioritise a luxury car even then

Still imagining a high salary — what would be MOST appealing about a luxury car?

The driving experience (performance, sound, feel)

Status symbol & social recognition

Design & elegance

Technology & connectivity

Brand heritage & story

Exclusivity & rarity

When evaluating a luxury car, which factors matter most to you?Select your top 3.

In luxury cars, which attracts you more — an established heritage brand or a new innovative brand?

Which of the following luxury car brands do you know? Select all you recognize, even just by name.

Are you interested in motorsport (e.g. Formula 1, GT racing, endurance racing)?

A

Yes, a lot — I follow it actively

B

Somewhat — I watch occasionally

C

Not really

D

No interest at all

When you hear "Maserati", what is the first word or image that comes to mind? Feel free to write anything — even vague or uncertain impressions are valuable.

How familiar are you with Maserati as a brand?

A

know the name only

B

I know a few things (some models, general image)

C

I know it quite well

D

I am a big fan / enthusiast

Which words would you use to describe Maserati? Select all that apply.

What do you consider Maserati's main strengths compared to other luxury car brands?

What should Maserati improve or change to appeal to your generation?

Through which channels would you most want to discover or follow Maserati? Select your top 2.

What kind of content from Maserati would make you genuinely stop scrolling or follow the brand? Select your top 3.

Which of these experiences with Maserati would you actually want to participate in? Select all that apply.

If Maserati were to collaborate with another brand or world, which would excite you most?

A

High fashion (e.g. Zegna, Valentino)

B

Contemporary streetwear

C

Architecture or interior design

D

Music / live events

E

Contemporary art

F

Gaming / esports

G

Sustainability or tech brand

H

Sport (not motorsport)

I

None — Maserati should stay pure

On a scale of 1 to 10, how appealing is Maserati as a brand for your generation?

What is your age?

A

8–24

B

25–29

C

30–35

D

35+

What is your country of residence?

What is your current occupation?

A

Student

B

Working (junior/entry level)

C

Working (mid-senior level)

D

Entrepreneur / freelance

E

Other

What is your approximate monthly disposable income? (The amount left after taxes, rent and essential bills)

A

Less than €500

B

€500–€1500

C

€1500–€3000

D

More than €3000

E

Prefer not to say