Thanks to Back to the Future, The Simpsons, and Family Guy, DeLorean sports cars have a strong brand awareness among today’s teens. Though pop culture may provide an introduction to the DeLorean brand, the auto maker uses licensing partnerships — segmented into four categories — to strengthen and maintain this connection with today’s youth.
Collectible: Toys and die-cast models include Mattel’s Hot Wheels line of four different versions, even though there is only one actual DeLorean model: These products typically reach young boys and are often purchased by the father as a way to introduce the brand to his son.
Driving Experience: Videogames including Microsoft and Unisoft’s Driver 5 introduce teen boys to the DeLorean brand. With less than 7,000 cars left worldwide, DeLorean enables teens who will never actually drive the car to simulate the driving experience.
Hipster: Limited-edition deals, such as Nike’s Dunk sneaker, room décor, and technology showcase the brand’s heritage and target the die-hard fan, primarily teens and college students. For instance, the slits on the sides of the Nike shoebox mirror its car doors.
Nostalgia: Apparel, gifts, and accessories target girls by aligning with licensees of handbags, luggage, and jewelry. With the majority of its current licensing efforts focusing on boys, DeLorean’s Stephen Wynne says girls will be a key area of interest in the near future. [Automotive, Licensing]
Source: DeLorean Motor Company, Stephen Wynne, President, 15023 Eddie Dr., Humble, TX 77396; 281-441-2537; stephen@delorean.com; www.delorean.com.
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