SERIES: An Introduction to Lamborghini
Segment III: THE FUTURE
Lamborghini has perfected the balancing act between the past, present, and future. Amidst technological innovation and development, Lamborghini has managed to successfully preserve and celebrate its heritage. In March 2017, Lamborghini opened its new Polo Storico facility, a center dedicated to supporting the brand’s past through restoration of its historic models, archive management, display of original Lamborghini spare parts and official certification of historic cars.
Lamborghini Polo Storico: Courtesy of Official Lamborghini Website
Yet this emphasis on the past and its importance in cultivating the brand’s image does not hinder the company's ability to look to the future. The brand is not afraid to be ambitious and to think outside the box. The release of the new Urus, the world’s first “Super Sport Utility Vehicle,” is just one example of this. Lamborghini’s website features concept models that offer an exclusive look into potential future models that the brand might take on. These concepts emphasize creating new efficient solutions to improve current and future models. While Lamborghini maintains its Italian heritage, it has managed to establish itself as a global brand that appeals to all nationalities. Through “Lamborgini World,” its news features on everything Lamborghini, the brand has presented itself as the creator of transitive yet classic supercars that maintain a distinct character regardless of setting. From the Americas to the Middle East, to Far East Asia, the brand has garnered a loyal and wide-reaching customer base. With Lamborghini’s technological innovation and business strategy targeted towards a wider customer base, we are excited to see what the future holds for this revolutionary company.
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SEGMENT II: Technological Advancements
The Lamborghini Urus is a feat of technological and creative advancements in the automobile industry. Powered by a 4.0 liter twin turbo V8 engine, the Urus is the one of the fastest SUVs in the world. It can go 0-62mph in an astonishing 3.6 seconds. Additionally, it has the lowest carbon emissions compared to its competitors.
Aside from the SUV introduction, Lamborghini has been collaborating with the MIT labs to integrate electrical power into vehicle engineering. The result is Terzo Millennio, an automobile prototype that is able to deliver high peak power and regenerate kinetic energy while being able to release harvest electric power.http://www.grlageorgetown.com/get-to-know/
Such research and development aligns Lamborghini with the future realm of vehicles. Terzo Millennio aims to be both self-heating and electric, with sustainable energy storage systems, and innovative carbon fiber and composite material. Additionally, Lamborghini has also differentiated themselves amongst their competitors through its Forged Composites, an advanced composite material made up of carbon fiber and resin. This material allows Lamborghini´s to withstand different temperatures and high amounts of pressure.
SEGMENT I: HERITAGE AND VALUES
As Lamborghini has always been synonymous with modern supercar production, its new slogan strives to break a new barrier by redefining the limits of luxury in the automobile industry.
In December 2017, Lamborghini introduced Urus, its first SUV offering a true crossover between a luxury sportscar and the traditional four-door, family-friendly SUV. In a way, the introduction of Urus maintains Lamborghini’s heritage as it was the first brand to launch the SUV in 1986 through the visionary LM002 model, which combines the engine of a sportscar in a truck body.
This time through Urus, Lamborghini creates a new niche in the luxury segment that identifies the need for luxury and unparalleled design without sacrificing practical usability. In an interview, Alessandro Farmeschi, the CEO of Lamborghini Americas, highlighted that through Urus, Lamborghini addresses the growing SUV market while maintaining its brand DNA in terms of high-quality design, performance and customer experience.
Mr. Farmeschi has been with the brand for more than 10 years. For him, Lamborghini is more than a company – it is a family with relationships that go deeper than the typical employee-manufacturer dynamic. Through programs such as the Lamborghini Esperienza, clients are able to experience:
Brand heritage and values through the Lamborghini factory and Museum
Technological innovation and user experience from the production lines and exciting track exercises.
Such approaches provide participants with an experience that is very intimate, personal, and family-oriented.
SERIES: Get to know Alessandro Bogliolo’s Fresh Approach to Tiffany & Co.
Tiffany & Co.’s x GRLA event took place Tuesday, October 16th, this is a 3 segment series of blog posts introducing you to the brand.
SEGMENT III: TIFFANY & CO. MAKES A LASTING IMPACT
First and foremost, the quality of the products they offer are innovative and forward thinking. As a leader in the luxury industry, their products are defined by craftsmanship and fine jewelry.
Second, their belief and support for the natural environment. In order to minimize their impact as a business they take part in:
Source high quality diamonds through integrity;
Protecting the special natural places from mining such as Yellowstone National Park and Bristol Bay, Alaska;
Invest in Green packaging by ensuring their Blue Boxes and customer bags are made with paper from recycled materials and sustainable sources;
Protect human rights through their Social Accountability Program, where they get to know who they work with, and how to better improve their human rights, performance and labor;
Focus on energy and climate change by reducing their energy usage and greenhouse gas emissions, they hope to to achieve net-zero greenhouse gas emissions by the year 2050;
Charitable giving by starting the Tiffany & Co. Foundation for their philanthropic efforts that supports natural resources and mining, coral and marine conservation.
Tiffany & Co. establishes itself as a leader in the luxury industry. An interesting question to ask yourself or better, ask Mr. Bogliolo himself in tomorrow’s event - How do Tiffany & Co.’s philanthropic endeavors fit with the brand’s image/ethos and further differentiate it as a unique and lasting brand?
For more information regarding their efforts in sustainability visit their website: https://www.tiffany.com/sustainability#tile3
Segment II: How Tiffany & Co. Markets to the Next Generation
Make It My Tiffany Program
By allowing customer customization through their Make It My Tiffany program, Tiffany & Co. has strongly differentiated themselves from other luxury jewelers in terms of appealing to the younger generation.
Photo courtesy of Tiffany & Co.
As the next generation of luxury customers enter the job platforms. Through investing heavily in marketing, Tiffany has appealed to the younger generations very effectively.
* They have tapped the talents of some of our generation’s most favorite actors such as Maddie Ziegler.
* Additionally, they have attracted customers through their “Believe” campaigns that feature interracial and same-sex couples.
* By allowing customer customization through their Make It My Tiffany program, Tiffany & Co. has strongly differentiated themselves from other luxury jewelers in terms of appealing to the younger generation.
Designer Reed Krakoff, responsible for the magnanimous turnaround of leather-goods producer Coach, said that the new marketing strategy’s goal was about “stripping away all the rules associated with fine jewelry”.
SEgment I: Tiffany, “for the young and hip”
Tiffany & Co. is a heritage luxury brand made into a cult sensation by the 1961 film Breakfast at Tiffany’s. For many years, Tiffany & Co.’s has been synonymous with classic elegance and timeless jewelry pieces. In the 181 years since their founding, Tiffany & Co.’s has not only maintained their iconic image, they have also constantly updated their marketing strategy with the times.
If your impression of Tiffany still lingers around the impeccable look of Holly Golightly from Breakfast at Tiffany’s, you might be a little surprised with Tiffany’s new collection Paper Flowers advertisement - Elle Fanning wearing hoodie and jeans, dancing to rap music. Indeed, under CEO Alessandro Bogliolo’s leadership, Tiffany & Co is taking a new and modern direction. While Tiffany and the realm of pop culture might seem unrelated at the first glance, it reflects Bogliolo’s fresh approach to appeal the company to the younger generations including the Millennials. As a luxury veteran who spent 16 years at Bulgari, Bogliolo comprehends the importance of preserving legacy and traditions deeply. However, from Bogliolo’s experience in fashion retail at Diesel, he also understands the importance of customer experience and staying on trend. What Bogliolo has brought to Tiffany & Co is a sense of newness. From social media campaigns featuring celebrities to the opening of the popular Blue Box Cafe, Tiffany is not only paying homage to its heritage but also taking the formality and seriousness out of luxury. Tiffany is now for the young and hip just as much as it is for the older generations.
Video taken from Tiffany & Co. — 2018 Spring Campaign: Believe In Dreams https://youtu.be/JTjxuqn67d4
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