Luxury automakers are removing a page from the fashion marketing manual in an effort to appeal to a similar luxury consumer.
While luxury brands don’t market clothes as the life-saving garments that warm our backs, neither do luxury automakers market their vehicles as just a mode of transportation.
Fashion is selling a dream, with haute couture at the top of the fashion pyramid. Luxury automakers like Rolls-Royce similarly craft their communication strategies: âYou don’t just buy a car, you order a work of art, build a dream,â said Torsten Muller-Otvos, general manager of Rolls-Roys, in an interview with The Economist.
Luxury cars are sold for entertainment, not transportation, notes the financial weekly, and like high fashion, customers ordering ultra-luxury cars, where prices can start at $ 200,000 for a Ferrari, Aston Martin, Rolls-Royce or Bentley, are looking for the ultimate in luxury experiences.
Interestingly, some luxury car brands have a similar sales strategy to luxury fashion brands. While Chanel only produces a limited number of expensive handbags, it sells perfumes and makeup to a mass market. Ferrari, likewise, sells a limited number of expensive sports cars, but on a mass market scale, sells cheaper branded goods, including watches, clothing and accessories, like its baseball cap at 50 dollars.
Earlier this year, Porsche shot its campaign with fashion photographer Peter Lindbergh. The subjects were the German automaker’s Mission E and 911 sports cars. Lindbergh created the images in his typical black and white aesthetic, images with narration suitable for any glossy fashion.
Photo credit: Royce Atelier, courtesy of Rolls Royce