Luxury in motion: Autos, F1, and the brand opportunity

The narrative around automotive luxury is evolving rapidly, moving beyond engineering and performance and embracing culture, creativity, and lifestyle. Today’s top automotive brands and Formula 1 (F1) racing events are leading this transformation, where cars are not only symbols of status but also works of art, digital media darlings, and immersive experiences.

For luxury brands, understanding this shift is essential to stay relevant, particularly as F1’s influence reaches younger, culturally driven consumers in markets like China.

Luxury carmakers are not only appealing to traditional automotive enthusiasts but are also tapping into the growing demand for lifestyle integration among affluent consumers. From art collaborations to cross-industry partnerships with fashion and music, brands like BMW, Mercedes-Benz, and McLaren are redefining the concept of luxury by placing their products in art fairs, social media, and cultural festivals.

Success in this new landscape requires automotive brands to integrate seamlessly into cultural spaces. Luxury in Motion: Autos, F1, and the Brand Opportunity, a new report by Jing Daily, Esses, and CART, delves into the strategies transforming the global auto market.

Combining data and expert interviews with leading voices in art and automotives, it provides insights into the role of F1 as a branding powerhouse, how cars are making waves on social media, and why collaborations are essential to capturing the new cultural luxury consumer.

What you’ll learn about:

• The strategies transforming the global auto market. How brands are seamlessly integrating into cultural spaces.
• 2024’s leading brand collaborations in the automotive industry, transcending boundaries between the arts, fashion, and music.
• Combining data and expert interviews with leading voices in art and automotives, we delve into the role of F1 as a branding powerhouse, and how collaborations are essential to capture the new cultural luxury consumer.
• Key luxury brand takeaways that other industries can learn from, incorporating the structure of cultural branding present in our automotive case studies.

Interviewees:

• Auerbach, Jake — Morton Street Partners co-founder
• Buehlmann, Rolf — Managing Director at The Peninsula London
• Domenicali, Stefano — F1 President and CEO
• Girst, Thomas — Head of Cultural Engagement BMW Group
• Guanyu, Zhou — Chinese racing driver
• Hirschi, Alexandra (Supercar Blondie) — Social media talent and supercar expert
• Lindemann, Adam — Venus Over Manhattan founder, art collector, and dealer
• Rolls Royce Motor Cars Greater China
• Warren, Tamara — Le Car CEO and Journalist