A Luxury Carmaker Finds the Road to Success
The Problem
A leading luxury carmaker sought to attract a younger, affluent audience through the broad appeal of a lifestyle brand.
The Insight
Firmly rooted in the company’s heritage, the brand has long been recognized as the benchmark for superior automotive performance. However, this reputation was not enough to lure a new generation with changing attitudes about luxury and transportation. To resonate with this untapped audience, we had to shift the brand narrative – from the ride to the driver. Through a deeper human connection, the brand could evolve from simply being a choice of car to a statement of personal ambition.
The Solution
Taking a more holistic view of performance allowed us to appeal to new audiences in new ways.
We leaned into the brand’s rich history and future-focused innovation to emphasize its superior standards, not just premium products. The brand began aligning with rising talent and tastemakers who relayed their own experiences of getting to the top of their game. These stories were shared through unique media and content partnerships, including Vanity Fair’s New Establishment Summit, which brings together titans of technology, media, business, entertainment, politics and the arts. Today, this evolved brand position continues to appeal to a new generation of drivers on the road to success.