Collaborations between companies from different realms in the luxury world have become a growing trend. Moti Elbaz, CEO of Sextus Code Strategic Marketing Firm, commented: “Such collaborations allow car manufacturers to integrate luxury items, design and innovation from other realms into their cars, deepening the connection with customers and creating an enjoyable and upgraded driving experience. Moreover, it enables companies to reach new target audiences, expand their presence in broader markets and strengthen their brand.”
The collaboration between Mercedes-Benz and Tommy Hilfiger exemplifies integration between the automotive and fashion worlds. Mercedes, a luxury car brand symbolizing quality, sought to rejuvenate and enrich customer experience. Tommy Hilfiger, known for its youthful and colorful approach to fashion, offered the dynamism and innovation Mercedes sought.
In this collaboration, unique Tommy designs were incorporated into cars, from upholstery to visual elements in the exterior, creating a vehicle exuding freshness and innovation. Mercedes succeeded in attracting a new, younger audience highly valuing fashion.
The British automotive industry has always been intertwined with British royalty, from carriage makers to car manufacturers. Jaguar and Land Rover are the royal family’s car providers, cherished by Queen Elizabeth II.
During the 70th celebration of Queen Elizabeth II’s reign, 26 Jaguar and Land Rover vehicles were showcased, aligning with the royal family. Land Rover vehicles are associated not only with the royal family but also with James Bond movies, featuring in various films for 40 years. Celebrities like Paul McCartney, Kevin Costner, David Beckham, Sean Connery, Michael Jordan, Ralph Lauren, and even the world-famous Jamaican Bob Marley are proud owners of the iconic Land Rover Defender.
Throughout the years, Land Rover carefully selected unique collaborations, such as with British hat designer Sir Paul Smith, creating an iconic and limited edition Defender model, and with watch manufacturer Zenith, producing the Zenith El Primero Range Rover chronograph capsule edition, combining lightweight with extreme durability, fitting the British car manufacturer’s character.
Galit Einav, CEO of the Eastern Importer, Land Rover, and Jaguar in Israel, added: “Land Rover and Jaguar have always strived to stay one step ahead, creating a unique quality stamp that has garnered them a fan base worldwide. Land Rover and Jaguar have leveraged their adventurous nature to forge highly unique collaborations, reflecting the very clear character of the cars — elegance, sophistication and royalty that enhance the belonging experience to the Land Rover club.”
The world leading eyewear brand, Ray-Ban, collaborates with the luxury car brand Ferrari. This winning collaboration creates interesting models each season, merging both brands’ luxury and iconic status, resulting in unique designs honoring both brands. They consistently create exclusive and fashionable collections faithful to the brands’ values. Ferrari and Ray-Ban collections feature logos of both brands — the iconic Ray-Ban logo and Ferrari’s prancing horse logo — one of the world’s most recognizable symbols, signifying the highest quality.
Models are characterized by modern designs, slightly sporty yet full of chic and elegance. Most models are metallic, combining materials like silicone, carbon fiber frames and durable polycarbonate lenses. The Ferrari logo is delicately engraved on the left lens and the Ray-Ban logo on the right lens.
Recently, Lexus embarked on a collaboration with Beyoncé: the Japanese luxury car brand partnered with the beloved singer for a collaboration that includes sponsorship of her tour, support for BeyGOOD Foundation charity, and integration in the lyrics of her new song “TEXAS HOLD’EM,” featuring the “Lexus” brand.
As part of the collaboration, Lexus sponsored Beyoncé’s Renaissance world tour held in the U.S. and the BeyGOOD Foundation, serving as an exclusive partner from the automotive industry. Lexus supported Beyoncé’s nonprofit initiative by assisting small businesses owned by minorities.
Porsche, a German symbol of luxury and performance in the automotive world, chose Hugo Boss as a fashion partner to create a clothing collection reflecting the dynamism, power and elegance of both brands. The collaboration included several elements: Hugo Boss becoming the official outfitter of the Porsche racing team, a joint fashion collection for the public consisting of clothing and accessories for women and men, and of course, joint marketing campaigns emphasizing the innovation, quality and unique design of each. This collaboration combined Boss’ modern aesthetics with Porsche’s advanced technology, allowing both brands to enjoy the prestige of the other.
Elbaz concluded: “In an era where consumers seek not only to understand what a product offers but also seek an experience and brand identity, such collaborations emphasize shared values, doubling the brand’s reputation, ultimately boosting revenue.”
