It’s a truly dreadful execution.

They’ve literally stuck a partner’s brand on a B&O product, a brand that has far less equity and prestige that B&O. It’s incomprehensible from a brand values point of view and says a lot about how they (don’t) protect the brand’s heritage and image. 

Respectfully, I disagree:  As celebrity deals go, it's pretty low-key.  He's handsome, and isn't giving us the finger in those photos.  Although not as directly relevant a collaboration as the ON w/ E8, it has a similar logo add-on.  Whether his comeback succeeds or fails will determine relative prestige, and may even make an appealing underdog story.  But how does it increase revenues?

[Edit: Sorry, just realized you meant the Edge covers, which yes, do look a bit like team swag one might give to the pit crew.  And saying "this E8 logo is no worse than that E8 logo" is weak.  But still I disagree -- overall -- with "dreadful execution".  Hmm... when the bass port of the Edge opens, does the airflow over the tail increase the downforce to the tabletop, thus improving its cornering performance?]

@trackbeo 

Ok then, let’s say I am sceptical!

However, if someone could explain the need for that ‘collaboration’ and the motive, the benefit for B&O, I’d gladly listen.

MM

Slow sales means special editions/colours.

Even slower sales means desperate editions/colours.

I guess it's not just a matter of how many Alonso branded E8s or Edges they sell, the key expected outcome is press coverage.

In Spain I've seen this announcement published in several newspapers and different blogs. Thats probably a cheaper way to get your brand and products shown to the public than traditional ads.

I guess it's not just a matter of how many Alonso branded E8s or Edges they sell, the key expected outcome is press coverage.

In Spain I've seen this announcement published in several newspapers and different blogs. Thats probably a cheaper way to get your brand and products shown to the public than traditional ads.

How would it affect sales when they would collaborate with Hamilton or Verstappen. Which version would sell better?

Interesting.   Here in the USA we tend to think of "Europe" as a bloc (the way the politicians intended it!-), but it isn't: There are 18 "real" B&O stores in Spain, versus 10 "real" stores in France.  ("real" means not partners, and not closed today (because it's really closed forever, or "because closing Mondays is a cultural imperative."))  I would not have thought of Spanish-specific fans to build foot traffic for dealers.  And if priced that way (limited campaign & personality fees) it would make sense.  B&O would have to decide to allocate the units to Spanish dealers of course.  Window placement of the Edge, 14 units into 18 dealerships, some of which might (must!) share ownership.  Hmm.