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Maserati cultivates ‘culture of respect’ with dealers

Maserati's Enrique Lorenzana shares his insights on what makes for a successful relationship between brand and dealer. By Megan Lampinen

Questions of brand loyalty and the dealer-OEM relationship came front and centre at this year's Automotive Innovation Summit (AIS) in Barcelona. The event shone a spotlight on numerous aspects of change rolling out across the automotive industry, touching everything from connected technology to 3D printing. Amidst these new paradigms, what's happening to brand loyalty?

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