Travis Scott’s Lamborghini, Naomi’s BMW: Top 10 car collabs of 2024

Ever since car engines first roared and car radios followed, brand collaborations have been synonymous with driving. Now, the world’s leading automotive companies are accelerating to the forefront of creative culture, leveraging natural links to not only music, but fashion, art, and gaming. As automotive brands increasingly tap into a wealth of collaboration possibilities, many are charting diverse routes to capitalize on creative partnerships. Here are Jing Daily’s top 10 luxury car collaborations of 2024 so far. 1. Mercedes-AMG x Will.i.am —January Mercedes-AMG kicked off the year at CES (Consumer Electronics Show), partnering with American music artist Will.i.am to craft an “interactive musical experience” for its cars. The car brand’s new Sound Drive feature syncs each vehicle’s hardware with music, adapting tracks in real-time based on driving actions. For instance, activating windshield wipers might trigger lo-fi beats, while accelerating could unleash a fast-paced EDM rhythm. Mercedes envisions Sound Drive as an “open music platform,” inviting musicians to craft their own unique soundscapes for the road. 2. PUBG Mobile x Bentley Motors — March In March 2024, Bentley cars entered PUBG Mobile, Tencent’s popular battle royale video game. The world-renowned Chinese gaming franchise announced an official collaboration with the luxury automaker, as Bentley’s Azure, Flying Spur Mulliner, Continental GTC Mulliner, and Batur were all introduced into the mobile game. Consumers unable to afford a real-life Bentley can now own an virtual car in-game. “PUBG Mobile’s exciting partnership with Bentley unites the thrill of the battlegrounds with the allure of luxury,” said Vincent Wang, head of PUBG Mobile publishing at Tencent Games. “By introducing iconic Bentley models into PUBG Mobile, we aim to transport players into an exciting world where style meets strategy, and where every victory is as exhilarating as it is prestigious.” 3. Bentley x The Macallan — March Whisky and cars have long been intertwined, but luxury spirits offer more than just promotional opportunities; they present sleek collaborative possibilities when linked aesthetically and culturally. Bentley and The Macallan managed exactly that. Recognizing their shared values of “creativity, craftsmanship, and innovation,” the brands joined forces in March this year to create a limited-edition, single malt Scotch whisky presented in a precision-engineered glass vessel. The collaboration recycled copper from The Macallan distillery spirit stills, aluminum from old Bentley Motors components, as well as wood, glass, and carbon-neutral leather sourced in Scotlan 4. Aimé Leon Dore x Porsche — April In April 2024, coveted Ivy League fashion label Aimé Leon Dore collaborated with Porsche for the fourth time since 2020. This effortlessly dapper pairing exemplifies how fashion design can accentuate and elevate the luxury car lifestyle. The collaboration yielded an Aimé Leon Dore-customized 1986 944 Turbo car, featuring a tan leather interior and detailing such as embossed logo seats and bespoke decals. Presented in a film starring rapper Action Bronson, the car was exhibited at the Aimé Leon Dore flagship store at 224 Mulberry Street in New York, with the two brands further partnering on a Spring/Summer 2024 drop, which included a cherry red leather jacket. 5. BMW x Naomi Campbell — May BMW created a couture car, dedicated to and inspired by global supermodel Naomi Campbell. The one-off BMW XM Mystique Allure show car, unveiled in May, was transformed into a canvas for couture: think an ultramarine exterior crafted from high-fashion fabrics, adorned with velvet and sequined fabric Red carpet-ready for the Cannes Film Festival, the signature BMW also featured collaborations with Swiss manufacturer Jakob Schlaepfer and Oscar-winning composer Hans Zimmer. Schlaepfer, known for supplying textiles to luxury houses from Dior to Chanel, provided the fabrics, while Zimmer worked on a bespoke sound design to encapsulate Campbell’s aura inside the vehicle. 6. Technics x Lamborghini — May In May, Italian car manufacturer Lamborghini and Japanese audio brand Technics teamed up to unveil the new SL-1200M7B turntable, blending cutting-edge technology with precision craftsmanship Both brands portray a commitment to creating memorable, emotionally resonant experiences for their customers, be it through the exhilarating sounds of Lamborghini engines or the immersive audio quality delivered by Technics’ high-performance sound systems This partnership represents a fusion of their expertise in engineering and sound. The SL-1200M7B turntable focuses on superior sound quality, paired with an exclusive vinyl featuring the roaring engine sounds of six Lamborghini V12 super sports cars. The collaboration resulted in a product that provided a sensory connection between the thrill of the road and the power of sound. 7. Tag Heuer x Porsche — June Tag Heuer Carrera Chronograph x Porsche 963 was released in June, adding to the duo’s prolific portfolio of co-branded watches and building upon a storied history of collaborations. Edouard Heuer founded the watchmaking company in 1860, but it was his great-grandson Jack who forged a partnership with Ferdinand Porsche nearly a century later. In 1963, the Heuer Carrera chronograph was launched, capturing the essence of the Carrera – a term meaning “race” in Spanish – symbolizing ambition, speed, and precision engineering. Limited to just 963 pieces, this latest timepiece hints to Porsche’s racing heritage: the skeleton dial has tubular shapes across the watch face, reminiscent of the brand’s racing car chassis and construction. 8. Travis Scott x Lamborghini — July Rumors of rapper Travis Scott and carmaker Lamborghini’s collaboration are so strong, they almost seem legitimate. Potentially celebrating the intersection of hip-hop and luxury cars, the partnership is whispered to be within the next year, with social media flooded with speculation throughout July. Reports suggest Scott will collaborate on his own car model, following in the footsteps of the late Virgil Abloh, and coinciding with the release of a capsule collection. 9. Boss x Aston Martin — August Boss and Aston Martin unveiled their inaugural capsule collection in August 2024. The partnership is set to release two collections annually, each crafted to blend performance with style. The result is a 24/7 lifestyle wardrobe that captures the essence of modern sophistication, tailored to those who demand luxury and functionality. The Boss x Aston Martin collection embodies a harmonious fusion of tradition and innovation, offering pieces that resonate with the discerning tastes of their clientele – allowing Boss to be associated with a prestigious luxury brand, and Aston Martin with male style. 10. BMW x Frieze Seoul — September From September 4 to 7, BMW will partner with Frieze Seoul for the 20th year, marking the Asian premiere of Julie Mehretu's BMW Art Car #20. The event also showcases a limited-edition BMW i7 miniature, designed by South Korean artist Heemin Chung and London-based painter Alvaro Barrington. From Chung's living organism-inspired design to Barrington's paintings referencing music videos, film and cultural figures, BMW’s miniatures are quickly becoming the ultimate car-related canvas for artistic expression. Another highlight of this year’s program is the second edition of the evening event, Frieze Music Seoul on September 5, presented in partnership with BMW and featuring a live performance by Korean singer-songwriter Saay and Berlin-based DJ Why Be. For the third consecutive year, BMW will also offer VIP car service at Frieze Seoul.

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Top 10 car collabs of 2024