BMW AND LOUIS VUITTON: i8 MASTERCLASS

Core Capabilities Synergies Core Capabilities

Synergies
• Automotive Design • Carbon Fiber Technology • Iconic Branding
• Design Heritage
• Engineering expertise • Performance association • Luxury craftsmanship
• Luxury association
• Performance Focus • Marketing/Communication
The two businesses achieved the following by utilising their core competencies: Exclusivity (the expensive, limited-edition product catered to a niche market looking
for a unique and prestigious offering); Innovation (the carbon fibre material and design pushed boundaries in the luggage industry, setting a new standard for luxury
and performance); and Brand enhancement (the collaboration solidified both brands' image as innovative and forward-thinking, attracting new customer segments)

The objective is to design unique luggage for the INNOVATION CHALLENGES CONSIDERATIONS Metric
Estimated
Supporting Information
Impact
cutting-edge hybrid sports automobile, the BMW Material fusion: It was Material constraints: It was novel to Technical innovation: New building
i8. BMW is an expert in advanced automotive revolutionary to employ carbon work with carbon fibre for luggage. processes and adhesives were
fibre for luxury luggage, frequently There were difficulties with shaping, needed to combine BMW's carbon Not High pricing ($20,000) and limited
technology and design. Louis Vuitton's expertise Sales
publicly manufacture imply exclusivity
used in high-performance finishing, and guaranteeing fibre expertise with Louis Vuitton's Revenue
is in its renowned design, luxurious materials, longevity while preserving the leatherworking techniques. This is available over large sales volume.
automobiles. It matched the
and timeless craftsmanship. The result is a four- performance attributes of the i8 by opulent vibe that is characteristic of beyond the technological
piece carbon fibre luggage set that features the providing unmatched lightweight Louis Vuitton and BMW. capabilities of both companies.
famed Damier pattern and mimics the strength and longevity. Reconciling brand identities: It took Design Integration: Creating carbon Both brands' exposure was
lightweight design of the i8. This partnership Technology and tradition: A visually some manoeuvring between Louis fibre luggage that was both practical probably increased by extensive
Brand Notable
aimed to create a seamless travel experience that distinctive product was produced by Vuitton's traditional grace and and easy to use, with features like media coverage, social media
Awareness increase
fusing BMW's contemporary BMW's svelte minimalism. secure closures that didn't take interaction, and brand linkage
reflected both businesses' innovation and
aesthetics with Louis Vuitton's Achieving the ideal balance without away from the attractive with the cutting-edge product.
premium ideals, not just selling bags. BMW sacrificing the character of the appearance, was a challenge itself.
classic style. Form and function: The
supplied the i8 and the canvas, and Louis Vuitton luggage set was designed to brand was essential. Brand alignment: required both the
contributed its heritage in artistry and design to maximise utility without sacrificing Cost and uniqueness: The high price marketing and communication The partnership enhanced
make custom luggage that matched the luxury, considering the i8's tag ($20,000) associated with tactics and the product design to be Brand consumers' impressions of both
Enhanced
automobile’s flawless design. The aim was to constrained capacity. Features targeting a niche market may have consistent with both brands. It was Image companies as cutting-edge,
enhance the brand image, prioritising exclusivity tailored to specific travel demands limited sales volume and raised crucial to discover a unified voice opulent, and progressive.
over sales and positive customer perception. include compartments and concerns about value proposition that connected with the target
detachable garment bags. and accessibility. market for each brand.
Limited consumer responses and
Integration Takeaways Customer the media's acceptance of the
Structure (dedicated teams, Joint leadership and Positive
Perception special gift demonstrated
regular meetings) enthusiasm.
• Subtle • Understanding
blending core values
• Shared • Finding Processes (shared vision and goals, joint planning and
functionality common milestones, conflict resolution and defined Collaboration created a
roles/responsibilities) connection between luxury and
• Brand story- ground Long-term
Positive technology, which may have
telling • Transparency Brand
influence influenced consumers' opinions of
and Adaptations (reconciling design aesthetics, technical Association
both sectors and improved future
collaboration challenges, joint marketing, pricing and exclusivity) product sales.