Mark Esposito, Grenoble École de Management (GEM); Khaled Soufani, University of Cambridge, and Terence Tse, ESCP Europe The luxury automotive industry has traditionally focused on high quality design and manufacturing, as well as prestige marketing. Its above-average cost-of-sales component (on average, 80% of revenue) indicates that significant cost-saving opportunities. Net profit margins in this century-old…
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