Why your next supercar might come with a matching fragrance, fashion line, or Miami penthouse

It might come as a surprise, but your next supercar may just come with a matching fragrance or fashion line.

In more traditional times, we would expect supercar brands to deliver… well, supercars.

But with Porsche rolling out a fragrance, and Ferrari serving up a fashion line, the game is changing.

Whilst there’s certainly a market for it, the question remains – why?

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Which supercar brands are expanding into lifestyle?

We usually think we know what to expect from supercar brands.

Ferocious speeds, slick designs, and a driver experience that is second to none.

But in recent years, more manufacturers have been branching out with lifestyle products to compliment their fast cars.

And it’s not just one or two manufacturers doing this – it’s a whole bunch of them.

From Ferrari, we’ve seen throw pillows, flip-flops, umbrellas, and iPhone cases.

That’s not forgetting Pr1ma, the company’s apparel line for men.

Rolls-Royce has expanded into clothing, as well as luxury goods and luggage sets.

Bentley makes bags, Aston Martin has a fashion line for all genders and ages, and Lamborghini sells backpacks.

And that’s not all.

Porsche has a whole line-up products, including a fragrance, laptops, and pens.

And where would a discussion about lifestyle be without a nod to real estate?

More and more manufacturers have been investing in property, with many having a particular preference for the city of Miami.

Aston Martin, Mercedes-Benz, and Porsche have all invested big money in luxurious high-rise apartment buildings.

There’s obviously an audience out there for this – anyone who has seen a Ferrari jacket out in the wild can testify to that.

But why are car brands expanding in this way?

Why is this happening?

A Lexus-commissioned study offered an interesting insight into the expectations of supercar buyers.

About 56 percent of those surveyed said they saw luxury as a ‘lifestyle of experiences rather than a collection of items’.

If you think that’s a high figure, get this – 86 percent expected luxury brands to ‘provide great experiences to customers’.

“Looking to the future, successful luxury brands will differentiate themselves with quality experiences and service, not just quality products,” the report concluded.

This idea was expanded on by Lexus’ former vice president in an interview.

“We often talk about being a lifestyle brand and not a car brand,” Mark Templin told Legacy Lab.

“At Lexus, we don’t just want to be a part of our consumers’ lives for the 10 minutes or one hour they drive each day.

“We want to be a part of their lives 24 hours a day. So, how do we help their lives all the time?”

Not only do brands feel like they’re responding to customer needs, but they’re crafting an image.

Rocco Iannone, the brand diversification creative director of Ferrari, has a clear idea of where the company is going.

“Many car companies have a very strong brand, and we live in an era where brand storytelling is more powerful than just having an archive of lines and shapes coming from an atelier,” he told Vogue Business.

“Car manufacturers are looking to fashion to enlarge the vision of their brand because the trend right now is changing the approach from product-driven to brand-driven.

“Ferrari is not just a car company.”

And thanks to factors like globalization, this isn’t going to wind down anytime soon.

Industries are more integrated now, so it’s not as much as a leap for a car company to branch out into a fashion line, fragrance, home decor, and all of the other lifestyle subcategories.

Who knows what will be coming next?

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