Luxury car makers are trying to target Gen Z drivers. High-end car companies are trying to grab Gen Z’s attention by teaming up with popular clothing brands. Lamborghini partnered with Supreme to drop hoodies, quilted jackets, t-shirts, and other items “splayed with the car brand’s glimmering gold-lettered logo,” while Mercedes-Benz collaborated with designer Virgil Abloh and Louis Vuitton to design a G-Class SUV. And in one of the “most extensive collaborations” yet, BMW and Kith teamed up for a 94-piece clothing and accessories line, a rebuilt vintage BMW M3, and 150 special edition sports cars. YPulse found that 25% of 18-24-year-olds have become more interested in buying a car because of COVID, and we’ll be exploring how young consumers’ relationships with cars have transformed in our Driving Forward webinar this Thursday. (WSJ)
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