Have you noticed how automakers are teaming up with unexpected brands to attract a new wave of customers? It’s a marketing trend that’s been gaining momentum, with companies like Ford, Dodge, and Volvo leading the charge. By collaborating with unrelated consumer brands, they are reshaping the way young people perceive their first vehicles.

According to Parija Kavilanz, co-founder of the retail news site Bagable.com and a seasoned retail reporter, “Gen Z has emerged as a crucial consumer base. Industries are adapting to appeal to this growing demographic, which already represents a significant portion of the consumer market.” Gen Z’s purchasing power is projected to reach $12 trillion by 2030, surpassing that of baby boomers.

Retailers and automakers are taking note of this shift in consumer behavior. While there were initial reports of Gen Z losing interest in personal vehicles, recent trends show a resurgence in traditional car ownership as they age. Technology remains a key factor in their vehicle preferences, but the appeal of owning a car is making a comeback.

Automakers are tapping into this lucrative market by introducing unconventional products to capture Gen Z’s attention. From retro-style automotive apparel from Abercrombie to luxury candles in collaboration with Volvo, brands are thinking outside the box to appeal to this demographic.

Lifestyle partnerships: A lucrative avenue for automakers

Collaborations and partnerships have always been popular, but they hold a special allure for Gen Z. Kavilanz observes, “Unconventional partnerships have been on the rise since 2016, coinciding with Gen Z’s maturation and their influence on marketing strategies.” Expanding a car brand into unexpected territories, like perfumes by Mercedes-Benz, has proven to be a successful venture.

Luxury automakers are exploring new realms with projects like the Porsche Design Tower in Miami. This innovative residential complex features a unique “Dezervator” elevator that allows residents to park their Porsches inside their apartments, creating a seamless brand experience. Bentley is also venturing into luxury real estate and has partnered with Luxury Living Group to create a line of premium home furniture.

Kavilanz stresses the importance of creative collaborations in a competitive market. “Standing out and engaging young consumers is essential to maintaining their interest and excitement,” she emphasizes.