Made in Italy 4.0: A Digital Ecosystem to Improve Italian Automotive Excellence

The Thesis deals with the analysis and development of a digital platform designed to revolutionize the vehicle maintenance and management sector. In fact, through an innovative solution based on an application for mobile devices, this platform aims to simplify and optimize the motorist's experience, providing a complete range of services ranging from ordinary and extraordinary maintenance to legal and insurance support, up to advanced logistics solutions such as vehicle pick-up and delivery. The proposal opens with the identification of the brand, the product, and the target audience, providing a detailed overview of the strategic and operational foundations of the digital platform. The brand emerges as an example of Italian excellence, oriented towards the transformation of the sector thanks to a customer-centric approach and the use of the most advanced technologies. Therefore, the platform, designed to meet the needs of an increasingly digitalized public, stands out for its intuitive interface and the ability to offer a personalized service. An in-depth analysis of the market follows, both Italian and international, which highlights the growth opportunities and the peculiarities of the automotive sector. Italy, with its large fleet of vehicles and the growing propensity of consumers to use digital solutions, represents the ideal starting point for the project. The expansion towards international markets, supported by localization strategies and strategic partnerships, underlines the platform’s ambition to become a global leader. The heart of the Thesis is the design of the marketing plan, which includes a multi-channel strategy oriented to the acquisition of new customers and the construction of a recognizable brand. The use of digital tools, targeted advertising campaigns and the optimization of the App Store represent key elements for the success of the project. Particular attention is paid to measuring performance through specific KPIs. These KPIs allow for monitoring the effectiveness of the actions undertaken and to optimize the available resources. The Thesis concludes with a strategic vision for the future of the digital platform that aims to integrate advanced technologies such as artificial intelligence (AI) and the Internet-of-Things (IoT), develop new services for electric vehicles, and expand the network of collaborations. The ultimate goal is to offer a high-level customer experience, consolidating leadership in the vehicle maintenance sector and contributing to the digital transformation of the automotive sector.