Automotive Licensing: Two examples approaching customers in a different way

Car manufacturers are looking for ways to attract consumers, also going beyond the actual product. Changing mobility needs and a move back from traditional status symbols are a challenge.

Mercedes-Benz found a smart way by licensing out the brand to Emirates Airlines. The new First Class cabins are “inspired by the interior of the S-Class”. This model is Mercedes´ top-of-the-line car.

The materials that have been used, the finish and the infotainment interfaces in the First Class cabin have been designed and developed by Emirates in collaboration with the Mercedes-Benz designers. Also, first class clients will enjoy a shuttle service on the ground, of course in a S-Class car.

This is a smart way of Mercedes-Benz to present the brand in an environment where the potential customer is laid back, has got time and was maybe not expecting a car brand at all.

A classic sales promotion is the goal of French car brand Renault as a Disney-licensee for Star Wars. Right in time for the movie starts of “The Last Jedi” und “Solo: A Start Wars Story” (May 2018), Renault is using Star Wars movie pictures for an advertising campaign to promote its French dealer network.

This is a typical promotion license and the link between the licensed brand and the promoted product might not be too easy to understand from everyone. But of course, it will be seen by far more people (and potential car buyers) than Emirate´s First Class cabin.