In Korea, most of Mercedes Benz S-class models come with Samsung’s latest ultra mobile phone, known as the Miniskirt in Korea. The SL-class, SLK-class and E-class also include the phones as standard equipment. It has a wireless connection so drivers can speak on the phone by using the microphone and speaker installed in the vehicles. The phone stands to gain a luxury image from the connection and the car brand a hi-tech reputation.

In 2005, Samsung already formed various joint marketing relationships with premium brands like BMW and Bang & Olufson. The new BMW 5 series has the iDrive, an AV (Audio/Video) system linked to Samsung’s Music Phone. Collaboration with audiophile hi-fi maker Bang & Olufsen yielded the high-end Serene phone. Samsung also launched a series of fashion phones designed by Pininfarina, the Ferrari designer, as well as Diane von Furstenberg and Anna Sui.

The Prada phone, however, was launched by LG Electronics to capitalize of the iconic popularity of the Italian fashion brand. It has been hailed for integrating cutting-edge mobile technology and the classic Prada design. LG also recently launched a new LCD TV line-up named after the Canadian performance troupe Quidam. “We took the example of the Canadian troupe that have sublimated the circus into an art form,” says an executive of LG Electronics. “So we named the new models Quidam to illustrate that we have brought TV technologies to a new level.”

Overseas, the Mini, now made by BMW, is forging a joint marketing relationship with Apple’s iPod. The Mini sold overseas has an outlet to connect the iPod to, enabling the driver to listen to mp3 files over the car audio system.

From the left: the Prada phone co-developed by Prada and LG, joint marketing by Mercedes Benz and Samsung Electronics; and co-marketing of Apple’s iPod and BMW’s Mini.

Why the rush? According to Park Jae-hang, the head of Cheil Communication’s Brand Marketing Institute, electronic products in the past only boasted technological excellence but lacked the luxurious image consumers desired. To make up for this, electronics firms now actively look for joint-marketing with international luxury brands. The consumer needs and preferences of high-end products are adding to the trend. In the past, consumers were happy if a product was either functional or stylish, but now they increasingly want value for money on both fronts.

So what are the benefits? “Brands like Mercedes Benz, Prada and BMW risk being seen as stolid and unable to keep up with the digital age.” says Park. “So to overcome this weakness, these brands are joining hands with businesses that have a strong image as manufacturers of cutting-edge digital products.” A survey shows that co- marketing is effective in keeping consumers from forgetting the company’s brand power.

But why do sports cars so regularly appear in these co-marketing schemes? Experts say this has to do with the notion of speed that is so important in the digital age. Consumers of the digital age choose a product by assessing whether it responds immediately after a button is pushed. That is why electronics firms frequently plumb for joint marketing with sports cars manufacturers. Experts predict the trend will continue.

(englishnews@chosun.com )