16/05/2024 – Many collaborations are born with the aim of creating attention around the company and also end up being remembered as a promotional spot or a historical moment in the life of the brand.
But if the company objective falls within the logic of evolution and innovation, a collaboration can be thought of and chosen from a structural perspective, with the aim of deviating towards a new direction which, thanks to the contribution of the partner, can represent a new course.
Morgan Motor Company is an automotive company with a great tradition, arrived today with a very precise positioning that has allowed it to offer the market a car substantially identical to the one created almost a century ago. A certainly niche choice which however was skilfully translated into strategy with the integration of modern technical elements and contents which gradually dressed up a product which would otherwise have been obsolete and outside of any possible regulatory and safety regulation.
But like all business strategies, even the successful ones reach a point where it is necessary to contemplate a change and rely on other pillars in order to maintain high interest and appreciation from the market, in an increasingly competitive context, demanding and complex.
Morgan Motor Company over the years has used modern technologies on a retro design, winning the hearts of a good portion of customers who are passionate and interested in the distinctive style. But today we are moving towards a much more complex context in terms of stimuli and therefore induced needs and the retro style is becoming too niche to represent the only distinctive asset. But the company, always focused on this distinctive value, she couldn't do it alone, it had to acquire the perspective of another company that has made the interpretation of design its undisputed prerogative in the world.
This is where the choice to start a structural collaboration with comes in Pininfarina, historic designer who signed the most beautiful bodywork in the history of the car and who created stylistic features that characterized the company over the various decades.
It was born like this Morgan Midsummer, splendid limited edition creation which, in addition to dressing up an indisputably beautiful and fascinating car, expresses a unique style through the vision of Pininfarina designers, iconic and timeless, translating the celebration of coachbuilding by two of the longest-standing coachbuilders in the world into a new stylistic course, namely Morgan and Pininfarina.
The company was thus able to present a model capable of remaining faithful to Morgan's principles and which can anticipate the key elements of the future stylistic language, made of smooth and large surfaces, taut lines in contrast with the retro design up to now made of sinuous lines and articulated in many elements connected to each other, applying the creativity and purity of design that Pininfarina uses in its most advanced creations.
In order to achieve this goal, creative teams need to work together, in constant synergy, collaborating in many phases of the development which in this specific case saw the integration of Pininfarina's immersive digital design technology with Morgan's intrinsic understanding of the way of building lightweight sports cars.
This is why we talk about structural collaborations! A certainly more invasive strategy, which goes beyond a simple consultation between designers or development managers, which drastically influences the course of a company, allowing it to cross market boundaries beyond which it can move with greater dynamism and capacity.
Whether it's design, rather than technology or communication, it is important to analyze the company's point of development and understand if the market requires a change. A strategic analysis that is not an end in itself, but which brings with it the understanding of one's positioning phase by phase and which helps to better direct investments, often carried out with the hope of being able to give new impetus to production or corporate communication. Very often, however, it is a question of identifying the aspects on which to intervene in order to offer the company a new direction to take, precisely through more important collaborations and partnerships. Collaborations that can offer mutual benefit and which as such are also less expensive than a recovery plan done alone.
Then the set strategy can include related promotional actions, with whom we can communicate and work through initiatives and contents supported by creativity. A plan, A project within a project, which has logic, particular tools and timing which in turn require a well-thought-out plan.
For information on collaboration opportunities, partnership, brand extension, cobranding, contact us by sending an email to: management@mito.org.uk .
