Auto Fabrication

For many European nations the subjects of fashion and cars invoke a passion that is only rivalled by their enthusiasm for food and football. So it is fitting that connoisseurs should be able to combine their pleasures through collaborations between famous car marques and equally well-known fashion labels. While superficially these tie-ups may seem like attempts to grab consumer attention and broaden brand appeal, many of the latest partnerships to be launched convey a message that goes deeper than merely capturing a new audience and garnering publicity.

Louis Vuitton has always been known for its association with automotive brands, working in the past with such revered names as Bugatti, Rolls-Royce, Hotchkiss and Mercedes to cite but a few. However its latest partner is not a historic marque but a new name on the scene, the Japanese luxury car brand Infiniti. To mark the first anniversary of Infiniti’s introduction to the European car market the brand has worked with Louis Vuitton to create a collection of luggage for its new Essence hybrid prototype.

This is a clever example of marketing through association – coupling the classic 155-year-old fashion and leather-goods brand with the high-performance Infiniti brand which is currently celebrating its 20th anniversary and thus imbuing the brand with a sense of quality, tradition and credibility in the eyes of the potentially sniffy European consumer. As Wayne Bruce, Global Communications Director of Infiniti explains, “Louis Vuitton is a globally recognized luxury brand with a long tradition in the creation of bespoke luggage for special cars. With its products and its communication Louis Vuitton takes the traditional and gives it a rebellious, modern twist. For all these reasons the collaboration with Infiniti is a natural fit.”

Combining the collective strength of two iconic Italian luxury brands, Lamborghini and Versace are now working together once more. The two are old bedfellows, having initially collaborated on the Lamborghini Murciélago LP 640 Roadster in 2006, when Versace designed a special limited edition of the model. Now the two have teamed up once more to create an updated version and also to launch the Versace Collection LP 640 range of accessories, which will features both the Lamborghini and Versace logos. The rematch between the two serves to reinforce the positioning of both brands through the association and conveys the message that the two power players are striding forwards and continuing to in the face of the current adverse financial conditions.

Also teaming up with a clothing brand to design a new edition of a classic model, Audi has worked with Belstaff to create a new version of the Audi A3 Cabriolet – complete with silver napa seats and top-of-the-range technical features – to celebrate Audi’s 100th anniversary and the 85th birthday of Belstaff label. Belstaff may be better known for its connections with the motorbike world than with four-wheel vehicles, and now be seen to be primarily a fashion brand by many, but its heritage as a pioneer of technical outerwear production ties with the message of engineering excellence and style that Audi wishes to convey.

In these straitened times consumers are still buying, but are increasingly seeking reassurance of the quality and value of the luxury goods they are purchasing. This means that strategic association with a strong message can be a useful tool for luxury brands in the car industry and beyond. At times like these the old adage about being judged by the company you keep may never have been more apt.