Car companies push lifestyle branding through unexpected collaborations
Implications - Efforts to keep consumers -- specifically Millennials -- interested in purchasing vehicles in the face of economic hardship and environmental concerns are beginning to skew toward co-branding. Aligning with brands outside of the auto industry positions a vehicle as less of a rite of passage, and more a piece of a curated lifestyle, proving the power of personal brand.
Workshop Question - Brainstorm new opportunities that incorporate unexpected partnerships that are mutually beneficial. What brands come to mind?
Trend Themes
1. Co-branding - Co-branding efforts between car companies and brands outside of the auto industry are positioning vehicles as less of a rite of passage and more of a curated lifestyle, proving the power of personal brand.
2. Limited Editions - Motorbikes and cars are being released in highly exclusive limited editions which scratch each other's backs and engage customers in new ways.
3. Collaborative Design - Co-creating vehicles with brands outside the auto industry like fashion labels, and Red Bull's F1 racing team, can result in highly desirable products, such as the Vespa 946 Emporio Armani scooter or the Aston Martin - Red Bull hypercar
Industry Implications
1. Automotive Industry - Collaborating with brands outside of the auto industry can result in co-branded vehicles that appeal to a wider audience and garner media attention.
2. Fashion Industry - Fashion labels can collaborate with vehicle manufacturers to create luxurious scooters and limited edition motorcycles with couture aesthetics.
3. Luxury Goods Industry - Limited edition vehicles like the Ducati Scrambler can be marketed as high-end, exclusive products that appeal to affluent consumers and can generate brand engagement.
4 Featured, 35 Examples:
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Date Range:
Oct 15 — Jul 16
Trending:
Warm
Consumer Insight Topics:
