Category
Autos
Racing Homage
Trend cluster
Category
Co-Branded
Auto
Car companies push lifestyle branding through unexpected collaborations.
4.4
Trend score
Trend
What is the Co-Branded Auto trend?
Co-Branded Auto: 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.
Trend themes
Themes within the Co-Branded Auto trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Co-Branded Auto trend means for industry
Where the trend changes the playbookFor
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.
For
Fashion Industry
Fashion labels can collaborate with vehicle manufacturers to create luxurious scooters and limited edition motorcycles with couture aesthetics.
For
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.
Workshop question
Brainstorm new opportunities that incorporate unexpected partnerships that are mutually beneficial. What brands come to mind?
Trend signals
Trend signals for Co-Branded Auto
Trend score 4.4 out of 10, from popularity 52%, activity 73%, freshness 8%.
Popularity52%
Activity73%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Co-Branded Auto trend
4 featured examples from Oct 20, 2015 to Jul 6, 2016CategoryAutos
Retail-Branded Motorbikes
The Ducati Scrambler Was Made In Collaboration With Italia Independent
The collaboration between Ducati and Italia Independent opens up opportunities for automotive brands to partner with retail brands to create distinct and fashion-forward motorbike…
CategoryAutos
Co-Branded Couture Scooters
The Vespa 946 Emporio Armani Scooter Celebrates Armani and Piaggio
Fashion industry can explore partnerships with automotive brands to create exclusive and stylish products.
CategoryAutos
Co-Branded Car Promotions
Uber & BMW are Teaming Up to Provide Free Rides in the New 2016 7 Series
Opportunity for automotive brands to gain exposure and create buzz by partnering with transportation services for promotional campaigns.
CategoryAutos
Co-Branded Hypercars
Aston Martin and Red Bull are Making the World's Fastest Production Vehicle
Disruptive innovation opportunity for automakers to explore co-branding partnerships and create high-performance hypercars.
