As seen on LIMA’s Inside Licensing on http://www.licensing.org/
Luxury automakers are increasingly traveling new routes to reinforce their brand image and attract new consumers.
Luxury automotive brands traditionally have used upscale apparel and fashion accessories (along with less exclusive categories such as die-cast and model cars) as the basis of their lifestyle efforts. But in recent years, they’ve also been layering on a diverse collection of less-than-obvious extensions.
“You define luxury by quality and experience so automakers are trying to take that same process and expand into other areas which are why residences and other experiential categories make so much sense,” says Global Icons’ Jeff Lotman, whose firm represents Ford and its luxury Lincoln brand. “Those people that are going to buy an Aston Martin or Porsche condo probably don’t have the cars. It is about the style and design and it may make them think about buying the car.”