Automotive collaborations are anything new. From pens, watches, sunglasses, we're a different breed of collector, but as long as it wears our favorite brand it is indeed a collector piece. Automotive dealers are trying to move towards a more luxurious, no pressure experience, when it comes to enjoying their favorite brands. Secondary locations where people can sit down and enjoy their favorite drink while sharing stories among friends.
Now imagine if that drink, that cigar, even the chair or table you're using, and the even the outfit you're wearing, are perfect renditions of the vehicle you drove in on? It tells a completely different story. Brands like Ferrari are trying to become more fashion oriented as well as power oriented. They're looking at different options, as are many brands like Porsche and places like the Lamborghini Lounge.
To make sure these are successful they can't just be a place to sit down and watch television and share museum pieces. They need to offer options for consumers, just like any retail location does and they need to cater to the type of buyer that frequents their location. They need to identify with the brand.
So today we're going to review some of these brands and discuss what has been done and what should work down the road.