The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

Website version

Limited Editions: Automotive Industry

Performance Communications Author Image Performance Communications | November 26, 2015

This month, we’ve worked with Masterati to help them launch a limited edition Maserati Cipollini BOND road bike. For those of you who know nothing about cycling, this is an expensive bike – it would normally cost around £4,500 but on this occasion, the one-off item is being auctioned and all proceeds will go to charity.
Maserati_Cipollini_BOND_Road_Bike (1 of 6)

It got us thinking about other limited and special editions which seem to be particularly rife in the automotive industry. This could be due to a number of factors: given a new car is only released every six to eight years, undertaking a series of brand partnerships helps keep the brand front of mind. Additionally, it also helps these manufacturers target a new demographic, support an advancement in technology or help sell a run-out model.

Below are some of the more successful partnerships from the past few years.

Citroën and Benefit
ds3 benefit
Citroën, Benefit Cosmetics and ASOS teamed up to create a range of cars based on the make-up brand’s mascara and lip-tint products. The cars and make-up were all available to view in an online car boutique on ASOS from which you could also book a test drive. The car allowed the brand to target a younger female demographic and it was displayed at the Clothes Show Live, which Citroën sponsored. Originally a concept car, the demand was such that it led to a series of less pink limited editions.

Alfa Romeo and Marshall
alfa-romeo-mito-by-marshall-1
The two brands created a limited edition “MiTo by Marshall”, featuring a bespoke sound system, distinctive gold panel finish throughout the car, Marshall badges and a microphone in place of the gear stick. Not strictly a limited edition, this concept car helped gain valuable column inches in target media for a seven year old car.

SEAT Mii by Mango
seat-mii-by-mango
To help the brand target more women, SEAT teamed up with the Spanish fashion retailer Mango to produce a new version of the Mii supermini. This car had its debut at a fashion event in Barcelona, allowing the brand to raise its profile among a whole new demographic.

Land Rover and Barbour
barbour-3-680x450_281-102188_760x503
The Land Rover and Barbour tie-up is probably one of the more quintessentially British partnerships. There are a range of products from driving coats and holdalls to gloves and jumpers, not forgetting the traditional Barbour wax jacket. Keeping in line with the fact that limited editions allow brands to try out new things, the Barbour for Land Rover Rugby clothes line was the first clothing collection to be sold via Twitter.


Related stories.

Cricket at the Olympics, it’s just not cricket!

Let’s set the record straight, I don’t like cricket, I love it* but cricket at the 2028 Olympics, is that really necessary? The IOC has announced the five new sports that will be included in the 2028 Los Angeles Olympic Games. Funnily enough some of the new sports that will appeal to a Northern American […]

Top 5 Sports Documentaries – The Power of Sports Documentaries

It seems that recently a new pro sports documentary appears on an almost daily basis, 24-7 viewing if you need to get away from the family over Christmas! While the docs undoubtedly provide the streaming channels with engaging content to draw subscriptions and drive revenue, should sporting associations or teams always give the green light […]

Unveiling Threads: Exploring the Disruptive Factors and Success Behind the New Social Media App

In a rapidly evolving social media landscape, new platforms emerge, seeking to disrupt the status quo and capture users’ attention. Can Threads go the distance though?

What are the pros and cons of an EV Motorcycle (According to ChatGPT)

What happens when you ask AI tool ChatGPT to create a blog article for you? Well, judge for yourself…   Electric-powered motorcycles are becoming an increasingly popular option for riders who are looking for an environmentally friendly and low-maintenance mode of transportation. In this article, we’ll take a look at some of the pros and […]

Our favourite World Cup PR campaigns

The biggest stage in football is just days away as all attention turns to Qatar for what is set to be a competition like no other. With over 3.5 billion people watching the 2018 edition in Russia, including 1.12 billion for the final match alone, the World Cup provides brands with an unrivalled platform for […]

Its time to place human stories at the heart of the advanced air mobility market

If you ask me to imagine the future, the first thing my mind often flicks to is the opening scene of Futurama – with flying cars and robotaxis gliding over giant skyscrapers. This always felt like an incredibly distant vision but autonomous flying machines are here today and they are already doing a lot of […]

The UEFA Women’s Euros 2022

Now the crescendo of excitement of England’s Euros triumph has subsided, Nicola McKelvey takes a deeper look at the huge growth of the women’s Euros and the England team in an article that quantifies and compares the positive momentum of the UEFA Women’s Euros 2022 to previous events. Introduction It’s widely believed that major tournaments […]

The value of title sponsorships

As the women’s football season draws to a close in England, and before the Women’s Euros kicks off, I wanted to look at how the main sponsors have activated their sponsorships. I started looking at Barclays and its title sponsorship of the Women’s Super League. But I couldn’t find any activations online or on social […]

Be Bold.

It’s time to come off the fence:


Message us