ATC Topic:Promoting luxury brands in new ways

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In the past, you could occasionally spot someone on the street wearing a T-shirt or baseball cap emblazoned with the name of a luxury automobile manufacturer like Mercedes-Benz or Ferrari.

In the past, you could occasionally spot someone on the street wearing a T-shirt or baseball cap emblazoned with the name of a luxury automobile manufacturer like Mercedes-Benz or Ferrari.


Today, you’re just as likely to see these auto brands on everything from fancy pens and bicycles to laptops and even children’s toys.


Teddy bear collection by Volkswagon

Automobile companies have long attempted to increase their brand awareness by slapping their names on products aside from vehicles. But now they’re taking it a step further, moving beyond the realm of watches and t-shirts.



Although these products can be quite pricey (think 40,000 won ($32.68) for a key chain ) limited-edition items often sell out immediately upon release.


Asus Lamborghini laptop [JoongAng Ilbo]

Along these lines, Mercedes-Benz Korea last week announced a new sale to celebrate Louis Hamilton’s victory at the F1 Grand Prix race in Hungary. The automaker, which sponsors the driver, is selling Hamilton-related products on its Mercedes-Benz Collection Web site, www.benz-collection.com, at a 10 percent discount through Aug. 20. The products, of course, carry the Mercedes-Benz logo. The automaker has been selling a wide range of high-end fashion products from umbrellas to jackets to bicycles that cost more than 2 million won.


Volkswagen Korea last week introduced a collection of teddy bears dressed in branded clothing such as racing uniforms. The limited-edition bears carry a price tag of between 30,000 won and 55,000 won.


The Italian sports car manufacturer Ferrari is well-known for its collaboration with the sports fashion house Puma, producing high-end shoes and clothing with the automaker’s famous red and yellow colors embedded on the products.


Some companies collaborate with engineering firms to developing goods that are a bit more practical.


Lamborghini not only has its own fashion lineup but since 2006 has partnered with a Taiwanese computer manufacturer to produce the Asus Lamborghini VX series machine. The laptop uses the same paint found on the cars and often sells out the moment it goes on sale. Siemens and Porsche over the years linked up to develop kitchen utensils ranging from toasters to coffee makers.


Korean automakers are slowly taking interest as well. Hyundai Motor, for instance, introduced a ridable children’s model car in May that runs on an electric battery that lasts for two to three hours.