Cross branding, usually the pairing of two brands, is a growing trend nationally.
(For examples, see these sites, which discuss cross branding in context as diverse as higher education, non-profits and a lighting system for women’s handbags.
While I was living in Seattle a number of years ago, Ford made quite a splash throughout the Pacific Northwest with the introduction of the Ford Excursion Eddie Bauer. In the view of locals, it combined all the (then) appeal of the SUV, with the appeal of a long-beloved quintessential Northwest clothing and homewares brand. (http://www.eddiebauer.com/about/company_info/main_page.asp)
Well, the Ford Excursion Eddie Bauer is about to become a car of the past, due primarily to the overall decline in SUV sales. Yet the initial success of the experiment made me start thinking about automotive cross-branding as a future trend.
I wonder, will people one day drive an Intel Inside/Calvin Klein/Volvo?
Below are some recent developments along these lines.
Hip hop mogul Combs, Weld Wheel launch joint venture
From: Tire Business, 07469071, 5/9/2005, Vol. 23, Issue 3
Dateline: NEW YORK —
Hip-hop musician Sean "P. Diddy" Combs is teaming up with Weld Wheel Industries Inc. to create a line of aluminum wheels dubbed the "Sean John Wheel" line.
Launched at the Greater New York Auto Show, the line will comprise one- and three-piece precision-forged aluminum wheels for the sport truck, luxury sport-utility vehicle (SUV) and high-end American and German luxury car markets, according to statements issued by Mr. Combs and Kansas City, Mo.-based Weld Wheel.
The line is designed specifically to reflect the "sexy, sophisticated P. Diddy lifestyle image," according to SJC Wheels L.L.C., a 50-50 joint venture between Mr. Combs' Bad Boy Worldwide Entertainment Group and Weld Wheel. The wheels-a series of nine designs ranging from six to 18 spokes-are expected to retail between $700 and $3,000 each beginning next month, SJC Wheels said.
Sean John Wheels are custom crafted for strength, lightness and optimum brake cooling ability, the company said, while combining "stylish, aggressive multi-spoke designs with an aura of elegance."
"Wheels have become a fashion statement-a badge of taste and style," Mr. Combs said. "We see an opportunity to bring excitement to the wheel category by delivering the Sean John sophisticated design with the best quality production."
"We are extremely excited to partner with Sean Combs in his initial venture into the automotive aftermarket arena," said Greg Weld, president and CEO of Weld Wheel, which was founded 33 years ago in Kansas City. It makes custom wheels for cars, light trucks/SUVs and motorcycles.
Mating iPod and BMW Is a Brilliant Concept, But First Try Is Crude
By Mossberg, Walter S., in the Wall Street Journal - Eastern Edition; 8/5/2004, Vol. 244 Issue 25, pB1, 0p Abstract: Discusses how Apple has joined with German luxury car maker BMW to develop an integrated system for plugging an iPod into a BMW and streaming its music through the car's audio system. How the BMW iPod Adapter is available for use with the BMW 3 Series Model, Z4 Roadster, or X3 and X5 SUVs; Ability of the device to play songs in order or in a shuffled procession; Ways to use an iPod in cars other than BMWs.
And here is a Kate Spade Leather Ipod Mini Case: http://www.katespade.com/sm-katy-leather-mini-ipod-case--pi-1909644.html
From a recent article in Automotive News:
Car companies and video game makers are forming ever more intimate alliances. And an automotive enthusiast magazine called DUB is arranging many of those marriages.
DUB calls itself "the original automotive lifestyles magazine." Its readership consists largely of young urban men. The publication markets customized versions of popular vehicles and sponsors celebrity car shows. It also sells aftermarket accessories and automotive toys.
Now DUB is lending its name to a video street-racing game developed by Rockstar Games, which makes the best-selling "Grand Theft Auto" series. "Midnight Club 3: DUB Edition" goes on sale April 12.
The Chrysler 300C sedan and Cadillac Escalade SUV are on the game's box cover. Rockstar licensed the vehicles' names for the game. Both appear prominently in the game, along with dozens of other vehicles.
"It's a real true-to-life game, and our car plays a heroic role," says Chrysler group spokeswoman Suraya DaSante. "When there's an opportunity to collaborate, the end result is better for everyone."
Street cred Haythem Haddad, DUB's creative director, says both Rockstar and automakers involved in the game "wanted to make a solid impact that had credibility with real-life car culture."
"This is the youth culture DUB readers are into," Haddad says. "It's blending realistic stuff and the authenticity of the street."
DUB has promoted the game heavily in its pages. Its editors brokered relationships between Rockstar designers and automakers whose vehicles appear in the game. They also invited Rockstar executives to conduct field research on the magazine's aftermarket tour and at their auto shows.
Jay Panek, producer of "Midnight Club 3: DUB Edition," says DUB "has been an unbelievable resource for us."
"They're the pulse of street racing," Panek says. "They've helped us through the entire development process, keeping us up to date in terms of car models and aftermarket modification parts."
Driver's choice The game is set in Detroit, Atlanta and San Diego. Players can choose from a wide range of vehicles and accessories.
Vehicles featured include SUVs, pickups, high-end concept cars, classic cars, muscle cars, import tuners and luxury sedans.
The Arnell Group, a promotional marketing agency, represented the Chrysler group during the game's development. Arnell spokesman Chad Stoller says a promotion for the game will give away a DUB-customized Chrysler 300C.
"It's bringing Chrysler into the culture of Rockstar," Stoller says. "There's opportunity for brands to work together and everyone to bring something to the table."
Advance reviewers of the game praise the authentic look of the vehicles. They say they expect it to appeal to car buffs and video gamers alike.
"It's a classic case of two kinds of subcultures connecting," says Evan Narcisse, a video game writer. "DUB is serving as a bridge between the two audiences."
Empire of DUB In addition to publishing a buff book for young urban readers, DUB magazine
Here is a link to the DUB homepage (put on some good headphones to get the most from it) http://www.dubpublishing.com/