How Luxury Car Manufacturers Engineer Devotion
How Luxury Car Manufacturers Engineer Devotion
Why the World’s Biggest Automotive Brands are Investing in Exclusive Communities
Excellence. Unique. Unforgettable. These are some of the words used in the automotive landscape to describe the communities and experiences provided by the top luxury car companies on the market.
As the world keeps evolving and innovating, the top players in the automotive industry have taken discreet but efective measures to consolidate their position in the luxury sector, engaging with their existing customer base through highly-selective, often invite-only communities, while attracting new potential customers with a series of events and itineraries, designed to offer a glimpse into the life they are promoting.
It worked.
Through scarcity, exclusivity, glamour and brand activation, the luxury automotive industry has hit an estimated market size of $700B USD, while being forecasted to almost double by 2034 ($1.366 USD) while the ties between consumers and brands are stronger than ever before and yet the competitive nature of the industry, coupled with the emotional attachment to a specific brand has led to the scene being divided.
Identifying this gap, THRILL Republica aims to disrupt the market by providing experiences of similar quality, at scale, while breaking the divide between car communities, without compromising the passion for the brands.
Why the World’s Biggest Automotive Brands are Investing in Exclusive Communities
Excellence. Unique. Unforgettable. These are some of the words used in the automotive landscape to describe the communities and experiences provided by the top luxury car companies on the market.
As the world keeps evolving and innovating, the top players in the automotive industry have taken discreet but efective measures to consolidate their position in the luxury sector, engaging with their existing customer base through highly-selective, often invite-only communities, while attracting new potential customers with a series of events and itineraries, designed to offer a glimpse into the life they are promoting.
It worked.
Through scarcity, exclusivity, glamour and brand activation, the luxury automotive industry has hit an estimated market size of $700B USD, while being forecasted to almost double by 2034 ($1.366 USD) while the ties between consumers and brands are stronger than ever before and yet the competitive nature of the industry, coupled with the emotional attachment to a specific brand has led to the scene being divided.
Identifying this gap, THRILL Republica aims to disrupt the market by providing experiences of similar quality, at scale, while breaking the divide between car communities, without compromising the passion for the brands.
Why the World’s Biggest Automotive Brands are Investing in Exclusive Communities
Excellence. Unique. Unforgettable. These are some of the words used in the automotive landscape to describe the communities and experiences provided by the top luxury car companies on the market.
As the world keeps evolving and innovating, the top players in the automotive industry have taken discreet but efective measures to consolidate their position in the luxury sector, engaging with their existing customer base through highly-selective, often invite-only communities, while attracting new potential customers with a series of events and itineraries, designed to offer a glimpse into the life they are promoting.
It worked.
Through scarcity, exclusivity, glamour and brand activation, the luxury automotive industry has hit an estimated market size of $700B USD, while being forecasted to almost double by 2034 ($1.366 USD) while the ties between consumers and brands are stronger than ever before and yet the competitive nature of the industry, coupled with the emotional attachment to a specific brand has led to the scene being divided.
Identifying this gap, THRILL Republica aims to disrupt the market by providing experiences of similar quality, at scale, while breaking the divide between car communities, without compromising the passion for the brands.
Join the club : Ownership, Invitation or Enthusiast?
One of the main characteristics of the communities formed around luxury car brands has been exclusivity. Membership has traditionally been based on a proof-of-ownership (like the McLaren F1 Owners Club, which requires ownership of a Ultimate Series vehicle), while others have added an extra layer for access through an invite-only system (ex. Lamborghini Lounge, Bentley Boys Club) only to individuals that embody the principles of their respective brands and can provide additional value to their communities.
Recently, there has been a shift in this trend, with memberships being opened for enthusiasts, as to open up new revenue streams and give people a glimpse of the values and prestige these brands represent. Most notably, Ferrari and Bugatti have opened up registration for enthusiasts, without requiring ownership of a vehicle.
Join the club : Ownership, Invitation or Enthusiast?
One of the main characteristics of the communities formed around luxury car brands has been exclusivity. Membership has traditionally been based on a proof-of-ownership (like the McLaren F1 Owners Club, which requires ownership of a Ultimate Series vehicle), while others have added an extra layer for access through an invite-only system (ex. Lamborghini Lounge, Bentley Boys Club) only to individuals that embody the principles of their respective brands and can provide additional value to their communities.
Recently, there has been a shift in this trend, with memberships being opened for enthusiasts, as to open up new revenue streams and give people a glimpse of the values and prestige these brands represent. Most notably, Ferrari and Bugatti have opened up registration for enthusiasts, without requiring ownership of a vehicle.
Join the club : Ownership, Invitation or Enthusiast?
One of the main characteristics of the communities formed around luxury car brands has been exclusivity. Membership has traditionally been based on a proof-of-ownership (like the McLaren F1 Owners Club, which requires ownership of a Ultimate Series vehicle), while others have added an extra layer for access through an invite-only system (ex. Lamborghini Lounge, Bentley Boys Club) only to individuals that embody the principles of their respective brands and can provide additional value to their communities.
Recently, there has been a shift in this trend, with memberships being opened for enthusiasts, as to open up new revenue streams and give people a glimpse of the values and prestige these brands represent. Most notably, Ferrari and Bugatti have opened up registration for enthusiasts, without requiring ownership of a vehicle.
These approaches have been key in designing THRILL Republica’s Social System, by catering to the excitement of enthusiasts through its Tourist Class, with limited access to the events and ecosystem provided, while also rewarding ownership and enhancing the experiences for passionate car owners through its Resident and Citizen Classes.
Furthermore, classes like Diplomat, Collector or Ambassador have been created to act as both a status symbol and add the extra layer of prestige and exclusivity some members may be gravitating towards, with an array of extra privileges provided such as designated booths, exclusive access to high-profile events, early updates regarding new features and meet-and-greets with key speakers and guests.
Breaking the requirement barriers of ownership of a specific car brand while providing a similar enrollment process, with a focus on exclusivity, positions THRILL Republica as a market disruptor, appealing to a broader audience in the luxury automotive sector without diluting the member pool or compromising on the quality of the experiences provided.
These approaches have been key in designing THRILL Republica’s Social System, by catering to the excitement of enthusiasts through its Tourist Class, with limited access to the events and ecosystem provided, while also rewarding ownership and enhancing the experiences for passionate car owners through its Resident and Citizen Classes.
Furthermore, classes like Diplomat, Collector or Ambassador have been created to act as both a status symbol and add the extra layer of prestige and exclusivity some members may be gravitating towards, with an array of extra privileges provided such as designated booths, exclusive access to high-profile events, early updates regarding new features and meet-and-greets with key speakers and guests.
Breaking the requirement barriers of ownership of a specific car brand while providing a similar enrollment process, with a focus on exclusivity, positions THRILL Republica as a market disruptor, appealing to a broader audience in the luxury automotive sector without diluting the member pool or compromising on the quality of the experiences provided.
These approaches have been key in designing THRILL Republica’s Social System, by catering to the excitement of enthusiasts through its Tourist Class, with limited access to the events and ecosystem provided, while also rewarding ownership and enhancing the experiences for passionate car owners through its Resident and Citizen Classes.
Furthermore, classes like Diplomat, Collector or Ambassador have been created to act as both a status symbol and add the extra layer of prestige and exclusivity some members may be gravitating towards, with an array of extra privileges provided such as designated booths, exclusive access to high-profile events, early updates regarding new features and meet-and-greets with key speakers and guests.
Breaking the requirement barriers of ownership of a specific car brand while providing a similar enrollment process, with a focus on exclusivity, positions THRILL Republica as a market disruptor, appealing to a broader audience in the luxury automotive sector without diluting the member pool or compromising on the quality of the experiences provided.
Stand-out of the ordinary : High Profile Events
A key selling point in the rise of the luxury car communities has undoubtedly been their event offering, with each one designed to focus on the brands heritage, strengthening the bond between member and brand and take the customer through a journey of discovery. The format of these events vary from brand to brand, but make no mistake, they are fantastic brand activation mechanisms, that engage the consumers while underlining the privilege of being part of their community.
Stand-out of the ordinary : High Profile Events
A key selling point in the rise of the luxury car communities has undoubtedly been their event offering, with each one designed to focus on the brands heritage, strengthening the bond between member and brand and take the customer through a journey of discovery. The format of these events vary from brand to brand, but make no mistake, they are fantastic brand activation mechanisms, that engage the consumers while underlining the privilege of being part of their community.
Stand-out of the ordinary : High Profile Events
A key selling point in the rise of the luxury car communities has undoubtedly been their event offering, with each one designed to focus on the brands heritage, strengthening the bond between member and brand and take the customer through a journey of discovery. The format of these events vary from brand to brand, but make no mistake, they are fantastic brand activation mechanisms, that engage the consumers while underlining the privilege of being part of their community.
As such, while a supercar brand like McLaren will entice members with tours of their factories, Ferrari offers multi-day driving odysseys across culturally rich locations in Italy, while an elegance-oriented company such as Bentley will focus on providing stunning accommodations and unique venues for their events.
As such, while a supercar brand like McLaren will entice members with tours of their factories, Ferrari offers multi-day driving odysseys across culturally rich locations in Italy, while an elegance-oriented company such as Bentley will focus on providing stunning accommodations and unique venues for their events.
As such, while a supercar brand like McLaren will entice members with tours of their factories, Ferrari offers multi-day driving odysseys across culturally rich locations in Italy, while an elegance-oriented company such as Bentley will focus on providing stunning accommodations and unique venues for their events.
Through its own series of events, called Convokes, coupled with its borderless nature and an extensive network of high-profile partners, THRILL Republica opens up to its community a multitude of experiences, ranging from car showcases and single day trips, to treasure hunts and multi-day road trips across one or multiple countries. Each event will have limited seating availability, unless specified otherwise, while the high volume of events and territory of availability ensures that each member will have an activity or experience at their disposal, anywhere, anytime.
Through its own series of events, called Convokes, coupled with its borderless nature and an extensive network of high-profile partners, THRILL Republica opens up to its community a multitude of experiences, ranging from car showcases and single day trips, to treasure hunts and multi-day road trips across one or multiple countries. Each event will have limited seating availability, unless specified otherwise, while the high volume of events and territory of availability ensures that each member will have an activity or experience at their disposal, anywhere, anytime.
Through its own series of events, called Convokes, coupled with its borderless nature and an extensive network of high-profile partners, THRILL Republica opens up to its community a multitude of experiences, ranging from car showcases and single day trips, to treasure hunts and multi-day road trips across one or multiple countries. Each event will have limited seating availability, unless specified otherwise, while the high volume of events and territory of availability ensures that each member will have an activity or experience at their disposal, anywhere, anytime.
Branded Automotive Experiences
There has always been a strong argument for cars as a status symbol. In the early days of the automotive industry when production was scarce, only a select few had access to them and while they have become more affordable and accessible, there is a stronger case than ever that luxury automobiles have become one of the definitive indicators of wealth. Luxury automotive brands have made the entire purchasing process an experience in itself, with some of them expanding to provide the same treatment even after leaving the showrooms.
Branded Automotive Experiences
There has always been a strong argument for cars as a status symbol. In the early days of the automotive industry when production was scarce, only a select few had access to them and while they have become more affordable and accessible, there is a stronger case than ever that luxury automobiles have become one of the definitive indicators of wealth. Luxury automotive brands have made the entire purchasing process an experience in itself, with some of them expanding to provide the same treatment even after leaving the showrooms.
Branded Automotive Experiences
There has always been a strong argument for cars as a status symbol. In the early days of the automotive industry when production was scarce, only a select few had access to them and while they have become more affordable and accessible, there is a stronger case than ever that luxury automobiles have become one of the definitive indicators of wealth. Luxury automotive brands have made the entire purchasing process an experience in itself, with some of them expanding to provide the same treatment even after leaving the showrooms.
A great example is Lexus, through their Encore program. With an array of benefits at any of their partners, which you can claim through their app, a concierge service and even On-Demand rental car delivery, this is a service that perpetuates Lexus’ customer-centric approach, treating each customer like a VIP.
A great example is Lexus, through their Encore program. With an array of benefits at any of their partners, which you can claim through their app, a concierge service and even On-Demand rental car delivery, this is a service that perpetuates Lexus’ customer-centric approach, treating each customer like a VIP.
A great example is Lexus, through their Encore program. With an array of benefits at any of their partners, which you can claim through their app, a concierge service and even On-Demand rental car delivery, this is a service that perpetuates Lexus’ customer-centric approach, treating each customer like a VIP.
Through these programs the connection between the customer is strengthened even further, making it highly likely that this evolves from a one-off purchase, to a partnership between the customer and the brand.
Convenience and exclusive treatment will forever entice people and the automotive industry makes a strong case for being the most versatile and complementary in rapport with other industries. From retail, to fine dining, to real estate, the automotive industry has its foothold in every sector and has seamlessly broke the barrier from cars as a means of transportation, to cars as a lifestyle indicator.
Through these programs the connection between the customer is strengthened even further, making it highly likely that this evolves from a one-off purchase, to a partnership between the customer and the brand.
Convenience and exclusive treatment will forever entice people and the automotive industry makes a strong case for being the most versatile and complementary in rapport with other industries. From retail, to fine dining, to real estate, the automotive industry has its foothold in every sector and has seamlessly broke the barrier from cars as a means of transportation, to cars as a lifestyle indicator.
Through these programs the connection between the customer is strengthened even further, making it highly likely that this evolves from a one-off purchase, to a partnership between the customer and the brand.
Convenience and exclusive treatment will forever entice people and the automotive industry makes a strong case for being the most versatile and complementary in rapport with other industries. From retail, to fine dining, to real estate, the automotive industry has its foothold in every sector and has seamlessly broke the barrier from cars as a means of transportation, to cars as a lifestyle indicator.
Automotive and Architecture. United.
A recent indicator of the complementarity between automotive and other industries is none other than Mercedes-Benz, who partnered with Binghatti to create the Mercedes-Benz Places in Dubai, an architectural marvel in the heart of the city, subtly detailed with the Mercedes logo on the face of the building. Each apartment comes equipped with its own outdoor pool and has been designed with exquisite taste and refinement, all while offering a stunning and uninterrupted view of the Dubai City Skyline.
By offering a wide range of perks, discounts and access to the most luxurious accommodations, fine-dining restaurants and branded experiences, all through the same application, without any constraints of a particular automotive brand, perfectly positions THRILL Republica to enrich each users experience and serve their needs in the same ecosystem.
Automotive and Architecture. United.
A recent indicator of the complementarity between automotive and other industries is none other than Mercedes-Benz, who partnered with Binghatti to create the Mercedes-Benz Places in Dubai, an architectural marvel in the heart of the city, subtly detailed with the Mercedes logo on the face of the building. Each apartment comes equipped with its own outdoor pool and has been designed with exquisite taste and refinement, all while offering a stunning and uninterrupted view of the Dubai City Skyline.
By offering a wide range of perks, discounts and access to the most luxurious accommodations, fine-dining restaurants and branded experiences, all through the same application, without any constraints of a particular automotive brand, perfectly positions THRILL Republica to enrich each users experience and serve their needs in the same ecosystem.
Automotive and Architecture. United.
A recent indicator of the complementarity between automotive and other industries is none other than Mercedes-Benz, who partnered with Binghatti to create the Mercedes-Benz Places in Dubai, an architectural marvel in the heart of the city, subtly detailed with the Mercedes logo on the face of the building. Each apartment comes equipped with its own outdoor pool and has been designed with exquisite taste and refinement, all while offering a stunning and uninterrupted view of the Dubai City Skyline.
By offering a wide range of perks, discounts and access to the most luxurious accommodations, fine-dining restaurants and branded experiences, all through the same application, without any constraints of a particular automotive brand, perfectly positions THRILL Republica to enrich each users experience and serve their needs in the same ecosystem.
Fostering brand loyalty through rewarding experiences
The high-end automotive industry has strengthened its position as a key player in the luxury sector, embodying its values and promoting the according lifestyle for their target audience while opening up new revenue streams across other sectors. With people’s need for connection and appreciation, through highly-curated experiences, the luxury automotive brands have fostered a sense of belonging for their customers and are slowly transitioning from status symbols to lifestyle benchmarks.
By opening up these avenues without the requirements of a particular brand and sticking to the same principles, at scale, and through a borderless ecosystem, THRILL Republica has the potential to become a key player in the automotive landscape.
Subscribe to the newsletter below to become the first to receive updates and join the waitlist.
Fostering brand loyalty through rewarding experiences
The high-end automotive industry has strengthened its position as a key player in the luxury sector, embodying its values and promoting the according lifestyle for their target audience while opening up new revenue streams across other sectors. With people’s need for connection and appreciation, through highly-curated experiences, the luxury automotive brands have fostered a sense of belonging for their customers and are slowly transitioning from status symbols to lifestyle benchmarks.
By opening up these avenues without the requirements of a particular brand and sticking to the same principles, at scale, and through a borderless ecosystem, THRILL Republica has the potential to become a key player in the automotive landscape.
Subscribe to the newsletter below to become the first to receive updates and join the waitlist.
Fostering brand loyalty through rewarding experiences
The high-end automotive industry has strengthened its position as a key player in the luxury sector, embodying its values and promoting the according lifestyle for their target audience while opening up new revenue streams across other sectors. With people’s need for connection and appreciation, through highly-curated experiences, the luxury automotive brands have fostered a sense of belonging for their customers and are slowly transitioning from status symbols to lifestyle benchmarks.
By opening up these avenues without the requirements of a particular brand and sticking to the same principles, at scale, and through a borderless ecosystem, THRILL Republica has the potential to become a key player in the automotive landscape.
Subscribe to the newsletter below to become the first to receive updates and join the waitlist.
THRILL Intel is the official intelligence division of THRILL Republica, dedicated to delivering cutting-edge insights, strategic research, and high-impact analysis for investors, industry leaders, and decision-makers
in the global automotive ecosystem.
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THRILL Intel is the official intelligence division of THRILL Republica, dedicated to delivering cutting-edge insights, strategic research, and high-impact analysis for investors, industry leaders, and decision-makers
in the global automotive ecosystem.
Latest
Newsletter
Subscribe to THRILL Republica Intel for exclusive industry insights, market trends, and high-impact reports on automotive, luxury, and emerging markets—delivered straight to your inbox.
Stay ahead, stay informed, stay thrilled.