Why do BMW and Porsche make young people's money?

Nowadays, young people from all walks of life have become hot items, and no brand will miss the opportunity to attract young people. For cars, there are more and more joint limited editions and even joint peripheral clothing.

Based on this phenomenon, Jacob of The Wall Street Journal? Gallagher wrote a book called Why? Porsche? And then what? BMW? Is it? Shoot? For what? The hoodie? Teenagers, compiled by BMW customers, reveals the story behind the interaction between luxury brands including BMW and fashion brands, and tells you why everyone wants to make young people's money.

-Translation Publishing House

(Ronnie, head of American street brand Kith? Fieg, driving his refurbished BMW E30? M3)

Not long ago, BMW had the largest cooperation with new york street fashion brand Kith, including 94 co-branded clothes and accessories and a refurbished E30? M3, and the new 150 M4 coupe (G82) jointly built by Kith and BMW. This 150 car will be delivered to BMW dealers later at the price of 109250 USD.

At last week's pre-sale meeting, Ronnie, Kith's manager? Fieg was quick to point out that people may underestimate the number of followers of their brand. Indeed, by the early morning of last Friday, Kith's brand-new M4 was limited to 150, and it was sold out only one hour after its release.

(Kith official website and BMW's products have all been sold out).

By selling serious real cars, the joint name of BMW and Kith is reminiscent of the past: there were many manufacturers who focused on producing limited edition cars with fashion brands, including 1979 Lincoln and Givenchy, 1984 Peugeot and Crocodile, 2004 Mercedes-Benz and Armani, 2066. Brown)

(Lincoln continental mark? V givenchy (1979))

(Peugeot 205 crocodile joint model (1984))

(Mercedes-benz CLK? 500 Armani Joint Fund (2004))

(finidi, Q50, UK, thom browne (20 13))

But for the cooperation with Chaopai in 2020, selling cars is not the only (or even the main) goal; For car brands, through cooperation, they hope to target young people or turn young people into their potential customers in the future. Just like Uwe, the marketing director of BMW North America? Derel said it doesn't matter whether you buy a joint sweater or a joint car. Before the press conference, he told reporters that many Kith consumers are not even old enough to drive. The goal of cooperation is to make young people enhance their awareness and plant grass in advance.

In February this year, before the epidemic changed the world, the Jeffrey Dai Qi Gallery in downtown new york (Jeffrey? Dai Qi. Gallery) because of the arrival of a unique Porsche, the crowd is surging.

This unique recovery and transformation of the air-cooled era? Porsche 9 1 1? Carrera? 4(964) is a street brand Aimé from Queens, new york, which was established for 7 years. Leon? Teddy, the manager of Dole (ALD)? The design of Sendis Peak.

The whole white body draws lessons from the white elements of ALD flagship store, supplemented by the Pegasus logo that pays tribute to the history of Porsche racing. The interior is a honey Recaro seat with houndstooth wool.

This is the official cooperation between ALD and Porsche. This 964 is displayed in the center of the gallery, lined with Persian-style carpets. During the four-day exhibition, the manager of ALD, Teddy? The fans of Sentis Peak flocked with a large number of Noepia (Loro? Piana) Porsche 964 with houndstooth cashmere fabric, and snapped up a large number of co-branded clothes at the scene, taking photos and punching cards. The whole scene is crazy about this limited set of rare products that are not sold externally.

In 2020, there will be a lot of cooperation between luxury car brands and fashion clothes, and many stars will hold the moon. In April this year, Lamborghini also jointly launched a series of hoodies, jackets and T-shirts. Like the familiar Supreme, it is printed with a shiny golden Lamborghini logo.

In September this year, Mercedes-Benz Chief Design Officer Gordon? Wagner and Off-White manager and Virgil, artistic director of LV men's wear? Abloh, jointly designed and launched the artistic concept car of G-class SUV-"Project? Gel? Ndewagen. The publicity is overwhelming, but frankly, this cooperation is a bit confusing. The only tangible result is that the two sides will auction the only one-third replica model of this art concept car through Sotheby's "Special Shooting by Contemporary Curators" and donate all the proceeds to charities supporting international creative groups.

For car manufacturers, young people are becoming more and more elusive. The president and CEO of the Michigan Automotive Research Center said, "People who buy new cars now are all baby boomers like me? Carla? Bai Luo said.

Market research company Sivak? Application? According to a study released by Research in 20 19, in 20 17, half of American car buyers were over 54 years old, while only 14% of the buyers were under 34 years old. Compared with buying a car, many young people still choose to travel with taxi software such as Uber and Raffles.

Aimé mentioned above? Leon? Teddy, the manager of Dole? Sentis Peak said that at the beginning of the cooperation, Porsche had told him their troubles. "They came to me and said that their sports car buyers and brand fans seemed to be getting old. Young people often choose to take a taxi with Uber and Laifu. "

With teddy, the manager of ADL? When the Sentis Peak occurred, Dennis, the head of Porsche brand management? Keskin said, "It's great to meet young people." Where's teddy? Sentis Peak also said, "Many tourists who flock to Jeffrey Dai Qi Gallery to see this car just come for the clothing brand and usually don't participate in Porsche activities."

Brandon, a 27-year-old commercial photographer from Buffalo, new york? Watson is one of them. As a loyal customer of ADL, he said that the joint name of Porsche and ADL refreshed his inherent impression of Porsche.

So, what attracts the eyes of young people who know nothing about cars? The answer is clothing. For street fashion brands, they can prove that they have enough influence and Jianghu status by co-signing with other big brands, and they can also make their partners easily attract more people through a co-branded T-shirt or sweater. Kith proved it. Its recent partners include Nobu Restaurant and Warner Bros's Le Yitong Animation (Looney? Tunes) and Coca-Cola.

(Kith co-signed Leyitong)

Regardless of this randomness, Ronnie, the manager of Kith? Fieg said that he thinks he has a personal complex with all Kith partners, and BMW is no exception: Ronnie? Fieg's grandfather has an E30, 1989? M3 .

(The joint model E30 repaired by Kith? M3)

It seems that like other fashion brands, everything can be stamped and it is quite profitable. Ronnie. Fieg said: "I never fall into a certain assumption, but after nine years of development, we have indeed accumulated a loyal customer base." However, the word "loyalty" is an understatement. In fact, all of Kith's co-branded products were swept away as soon as they went on the market recently.

In the joint cooperation between BMW and Porsche, it can be seen that the sales inspiration of joint T-shirts, key chains and other souvenirs comes from clothing brands.

Ronnie, Kit's agent? Figg and Aimee? Leon? Teddy, the manager of Dole? Sentis Peak believes that this is very important for the success of cooperation. Teddy? Sentis Peak said: "There must be real goods to let these young people know who we are." So as a result, all the co-branded clothes launched by Porsche were sold out within two days.

Aimé mentioned above? Leon? The activities of Dore gallery have also increased Porsche's exposure on social media such as Instagram, because it is a paradise for young people, the whole space is a huge background wall, and there are potted plants that must be decorated on social media. Even if all the co-branded products on the scene are sold out, the scene is still a place where many people will take pictures and punch in. After all, they can stand next to Porsche and take selfies.

Nowadays, automobile manufacturers need to find ways to use limited resources to spread their brands more accurately. It seems that the joint name with trendy brands has become a * * * knowledge among brands in such a big environment.

For China, one example is that many fans of Jackson Yee are not old enough to drive legally, but why did BMW China choose Jackson Yee as the spokesperson of the new generation? In fact, this is the same as BMW's global joint venture Kith. The goal is not to sell cars to them now, but to plant brand seeds in their hearts first!

Times are changing and the wave of the younger generation is coming. This is not a problem that will run aground without hard work, but a return to the original intention. It is precisely because luxury brands such as BMW have persisted in sharing the same interests with users for a hundred years that today's appreciate each other has emerged.

How to treat more and more young marketing of traditional luxury brands like BMW?

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