RE: Caterham Harrods edition

[Ozzie Osmond]

Tat-shops? There's another one just round the corner from Selfridges, brought to us by the same people who enhanced the motoring world with their own "Harrods Special Edition" (pictured earlier),

[DonkeyApple]

Ozzie Osmond said:

Tat-shops? There's another one just round the corner from Selfridges, brought to us by the same people who enhanced the motoring world with their own "Harrods Special Edition" (pictured earlier),

It's a slightly different business model than 'brand association' where the two brands need to have strong client crossover in order for value to be generated. That shop is just free brand marketing to global eyeballs (assuming the entity which is renting the brand license is able to vend enough tat to kids from overseas. It reminds me of the Ferrari shop in Buenos Aires, it's not for the locals but for tourists. Many of whom I very much doubt have ever heard of Fangio.

The Caterham tie has logic also as it is an Asian owned business, looking to expand the sale of its British product to Asian high end consumers, a target audience that is a huge demographic of Harrods in London and also Harrods Online and the expanding physical presence of Harrods in Asia.

But Morgan tieing up with Selfridges is on par with H&H having a pop-up store at Bluewater!

[JaguarsportXJR]

I don't mind the overall car, but you'd have to lose the Harrods branding for me to be interested.

[turbobungle]

That is awful! I love Caterham's - having just completed a 1000 mile round trip to the 'Ring in October - but no mater how much leather is inside, the roof/doors will still let in water which will ruin the buyers expensive (and probably tasteless) clothes!

No thanks!

[domster]

Odd. Plus they should have gold plated the wheels for full effect. It is about as unHarrodsy as you can get in automotive terms. A good April Fools gag and maybe something that the PR department can make hay with. But otherwise an irrelevance compared to the sublime purposefulness of a 420R.

[coppice]

Scoobysaurus said:

This is very sad. Get a grip Caterham. Not the brand values I bought into when I had my 7.

Edited by Scoobysaurus on Saturday 8th October 22:50

I think I bought a Seven to avoid guff like brand values ...

[CS Garth]

CS Garth said:

DonkeyApple said:

Limpet said:

I am genuinely struggling to understand who the target market is for this.

Buyers in Asia. Harrods have been expanding in China, Singapore and HK the last few years. I'm sure Fernandez is expecting most of the customers to be new Asian money

That was my first thought but if correct isn't very well thought out. In Singapore a ten year certificate of entitlement adds circa 50k sterling to your car cost which is already import taxed to the hilt. Garages are rare due to space constraints so 2 car ownership is ultra rare even for the uhnw as a general behaviour (only 15 percent of the population own a single car) . Hong King is similar. China - if they were aiming for the bullseye it would likely be a left hooker.

Middle East - too hot. Russia - rubbish roads.

It's designed to sit in the shop as a talking point and possibly be bought as a key ring by a dozen or 2 global nomads who want it like my gran wants a tin of harrods biscuits - to say you've been there