Branding DeLorean Motor Company (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: DeLorean Motor Company

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of an iconic brand that is making a comeback.

Joining us on the show was James Espey – Vice President of DeLorean Motor Company. DeLorean Motor Company acquired the name, logo and remaining DeLorean parts about 20 years ago and is making the DeLorean automobile available once again. The car is updated with many of the options expected today including Bluetooth, audio system and heated seats. The exterior will remain the classic and "timeless" body style of the original model. Cars are being distributed directly from the company in Texas with several regional dealers. 

John DeLorean, the creator of the car, grew up in a poor part of Detroit and was a self-made man. He worked for several of the large automobile manufacturers and in 1974 he set a goal to build a sports car of his own that was more ethical that anything being produced at the time. Many of the ideas for the design were John’s such as the gull-wing doors and stainless steel body.

Espey shared that DeLorean intends to keep production low, perhaps 50 cars per year. This maintains high quality and an adequate supply of parts. At the same time the limited quantities create a sense of exclusivity among consumers. Demand for the DeLorean is strong in advance of the first cars coming off assembly line in 2017.

DeLorean’s biggest branding challenge is to keep the focus on the car, which has been over shadowed by the Back to the Future movies. DeLorean takes a “time machine” to car shows where it is easily one of the most recognizable automobiles. Younger patrons and fans of the movie learn the DeLorean is a real car that it is available today.

Social media has been very successful for DeLorean due in part to the likeability of the brand, tremendous brand awareness and the tie to good memories from an older market.

Espey’s branding tip for others getting started in business: Don’t forget your company history and where you came from. If you are a new company, keep in mind that you are creating that history now.

Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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