Does a Ferrari Humidor Help Sell Ferraris? It Couldn't Hurt

Wise and successful automotive brands are doing everything they can to keep customers loyal now that times are tough.

The other day, I advocated driving events as a way for brands as diverse as Jeep, Porsche, Ferrari and Land Rover to keep customers engaged and demonstrate value for the money.

Well-executed ”lifestyle gear” is another way car companies can spin another little strand of the web that keeps customers loyal. But to keep it cost-effective, the items need to be few, well-chosen, and what they call “brand-commensurate,” in car company corporate-speak. It would also be good if they don’t lose tons of money, even if they’re not profitable.

But first, a good test for whether these items will work is whether you can comfortably and sensibly use (your brand here) and the word “lifestyle” together. For instance, the phrase “Ferrari lifestyle” brings something to mind, which to the trained ear is different from “Mercedes-Benz lifestyle,” and distinct from ”Rolls-Royce lifestyle.”

Rolls-Royce has one of the greatest lifestyle ideas ever, a pair of custom-built umbrellas as standard equipment, sheathed in a purpose-built space in the doors of the Rolls-Royce Phantom.

The Ferrari brand has such a high profile that unfortunately it’s plagued by a lot of really crummy knock-offs, but the genuine articles, like a fancy Ferrari cigar humidor, are pretty slick. Ferrari is even supporting a handful of boutiques in chi-chi destinations to offer their stuff.

I also like the sound of “Bentley lifestyle.” Bentley has some really cool items they offer customers, like a leather-wrapped, $19,800 custom-made computer notebook, which aptly bears the Ego brand name.

As noted, Jeep does some great driving events. However, their merchandise is a lot more spotty, brand-commensurate-wise, even for an affordable, accessible brand. A friend of mine has a tough, plastic, Jeep-brand boom box. That’s a good choice. But on the Jeep web site, though, I see that they’re still selling bobblehead dolls that they used back in 2006, to promote the mediocre Jeep Compass model. I guess Jeep needs every $9.95 they can get. Well, maybe some collector somewhere has a market for them.

Mini is a brand that does a lot of things right, and their gear seems appropriate for their youthful, wiseguy, I’m-irreverent “lifestyle” appeal, like “Hypa T” T-shirts, and hoodies made out of high-tech fabrics.

This doesn’t work for everybody. I also admire a lot of the things brands like Kia and Hyundai are doing, in terms of value for the money, but somehow the notion of the “Kia lifestyle” has a way to go before it’s marketable.