There’s a watch brand I’m not gonna mention (because they don’t deserve it) that sold a lot of watches because they spent years (and cash) hiring brand ambassadors like the company’s life depended on it. Which it did, in a way. Tudor did the same thing, and placed its name back on the horological map after hiring David Beckham. Richard Mille and Omega are also very good at this.
In the car world, Cupra is very aggressive on that front. The list includes (*but is not limited to*) FC Barcelona (the whole team) plus Ansu Fati and Marc Ter Stegen (who both play for Barcelona), Olympic gold medalists Adam Peaty, Melvin Richardson and Saúl Craviotto, German-Spanish Hollywood actor Daniel Brühl, a few racing drivers including Mattias Ekström, Jordi Gené and Mikel Azcona and, as of last week, Alexia Putellas, a footballer player for FC Barcelona and the Spanish Women’s National Football Team, who won the 2021 Ballon d’Or.
Hiring brand ambassadors is in excellent strategy if you actually sell good products to back up your marketing tactics and I think Cupra ticks that box. If I absolutely had to buy a mid-size SUV, I’d get the Formentor without thinking twice, and even newborn… Born is not that bad.
I’ve crossposted this article on my Drivetribe account.
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