November 28, 2011
Automakers such as Mercedes-Benz, Rolls-Royce and Aston Martin have dedicated fan bases that emphasize the branded lifestyle and can push the experience to another level by inspiring others.
Famed auto enthusiasts such as the Gull Wing Group for Mercedes and the 20-Ghost Club for Rolls-Royce have even made headlines because they have caught the attention of the brands that the groups are inspired by. Although they cannot themselves sell cars, they can definitely provide inspiration by showing their passion.
“Auto enthusiasts can move the needle in bringing to market ultra limited-volume production cars,” said Robert Ross, Los Angeles-based auto consultant for Robb Report. “But there are not enough enthusiasts to move the needle when it comes to high-volume production numbers.
“Advertising and marketing does the job there, bringing non-enthusiast consumers into the showroom,” he said.
Bridging eras
Over the past few months, luxury auto enthusiasts have attracted much attention in the industry.
For example, in June, Mercedes celebrated brand enthusiasts the Gull Wing Group’s 50th anniversary by helping them recreate a famous photo taken at their first meeting in Fort Point Park in San Francisco.
The recreated picture
Mercedes coordinated the picture recreation in what is now a national historic site run by the United States National Park Service.
Furthermore, Mercedes donated money for 125 children to attend summer camp in San Francisco.
Some experts believed that this was the ultimate form of customer service because it showed mass appreciation for some of the automaker’s most loyal fans.
Meanwhile, a Rolls-Royce club celebrated the centennial of the brand’s first 100-mile journey with a procession of 17 historic branded vehicles.
The group, the 20-Ghost Club, led the entire procession in September.
Centenary drive
The enthusiasts celebrated the Rolls-Royce heritage and history and act as careful guardians of the brand’s past, according to Nigel Wonnacott, product public relations manager at Rolls-Royce.
This is important because a luxury brand’s heritage is one of the most important factors about an upscale marque.
Having customers that appreciate and celebrate a brand’s history can inspire others to get into the branded lifestyle.
Bad rap
However, brands have to be careful about letting their enthusiasts gather too much speed.
“Some marque clubs attract owners so passionate and eccentric that manufacturers may not wish to be identified as cars owned by such types,” Robb Report’s Mr. Ross said. “Stereotypes can make broader market penetration difficult.
“Imagine a club whose prototypical members wear gold chains and their women look like professional escorts,” he said. “Many music videos and films raise marque awareness among aspirational viewers, but generally present the product in a questionable context.”
Therefore, brands may need to think about whether or not they want to open the gates to associate with enthusiast groups at all.
Also, while some fans such as Mercedes’ Gull Wing Group are high-profile, other groups are purely academic and have no effect on sales volumes because the enthusiasts are rarely owners of the branded models, according to Mr. Ross.
“While some marques like Aston Martin, Ferrari and Mercedes support owners of older cars with factory service and parts, others like Lamborghini have totally abandoned older cars and their owners,” Mr. Ross said. “Though, some may see benefit in association with club members who own new models.”
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York
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