# Co-Branded Auto Car companies push lifestyle branding through unexpected collaborations. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 6, 2016 | Category: [Autos](https://www.trendhunter.com/pro/category/auto-and-motor-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cobranded-auto ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 20, 2015 to Jul 6, 2016 - Published: Jul 6, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Co-Branded Auto trend ### 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. ### 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. ### 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 ## What the Co-Branded Auto trend means for industry ### For 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 for Co-Branded Auto Trend score 4.4 out of 10, from popularity 52%, activity 73%, freshness 8%. - Popularity: 52% - Activity: 73% - Freshness: 8% ## Examples of the Co-Branded Auto trend 4 featured examples from Oct 20, 2015 to Jul 6, 2016. - [Retail-Branded Motorbikes](https://www.trendhunter.com/trends/ducati-scrambler): The Ducati Scrambler Was Made In Collaboration With Italia Independent (Category: Autos) Implication: 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… - [Co-Branded Couture Scooters](https://www.trendhunter.com/trends/armani-scooter): The Vespa 946 Emporio Armani Scooter Celebrates Armani and Piaggio (Category: Autos) Implication: Fashion industry can explore partnerships with automotive brands to create exclusive and stylish products. - [Co-Branded Car Promotions](https://www.trendhunter.com/trends/car-promotions): Uber & BMW are Teaming Up to Provide Free Rides in the New 2016 7 Series (Category: Autos) Implication: Opportunity for automotive brands to gain exposure and create buzz by partnering with transportation services for promotional campaigns. - [Co-Branded Hypercars](https://www.trendhunter.com/trends/aston-martin-red-bull): Aston Martin and Red Bull are Making the World's Fastest Production Vehicle (Category: Autos) Implication: Disruptive innovation opportunity for automakers to explore co-branding partnerships and create high-performance hypercars. ## Recent trend clusters - [Racing Homage](https://www.trendhunter.com/protrends/racing-homage) (Autos) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Autos - [French Retro City Cars](https://www.trendhunter.com/trends/french-retro-city-cars) - [Factory-Backed Performance Centers](https://www.trendhunter.com/trends/heritage-performance-centers) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) - [Electric Luxury Grand Tourers](https://www.trendhunter.com/trends/high-price-ev-sedans) All articles: [Autos](https://www.trendhunter.com/autos)