News of June 13, 2001
Ford Motor Company's Premier Automotive Group Named Official Brand Partner of Pebble Beach Resorts
Aston Martin, Jaguar, Land Rover, Lincoln and Volvo share Brand Partner status; Lincoln becomes Official Vehicle
PEBBLE BEACH, Calif.– Solidifying its association with one of the world’s most prestigious locales, Premier Automotive Group, an enterprise of Ford Motor Company, has signed a multi-year brand partnership with Pebble Beach Company, including the famed Pebble Beach Resorts and Pebble Beach Golf Links.
As part of this initiative, all of the Premier Automotive Group brands share Official Brand status and Lincoln becomes the Official Vehicle of Pebble Beach Resorts.
“Ford’s group of premier automotive luxury brands and Pebble Beach Resorts hold a similar position in the mind of the consumer – an unparalleled and invaluable luxury experience,” said Victor Doolan, executive director, Premier Automotive Group. “Partnering with Pebble Beach Resorts allows us to position our brands among a very luxury-minded, upscale group of consumers.” “We are delighted that Ford’s Premier Automotive Group has become our brand partner,” said David L. Stivers, Executive Vice President Brand Management for Pebble Beach Resorts. “Premier Automotive Group shares our passion for providing a one-of-a-kind luxury experience for our guests. With this relationship, our guests will have a unique opportunity to learn more about the Premier Automotive Group brands through a variety of driving, riding, and viewing experiences.”
Each of the Premier Automotive Group brands will maximize and complement various experiential marketing opportunities within Pebble Beach Resorts properties. For example, Volvo plans to make C70 convertibles available to Pebble Beach guests for driving experiences on “17-Mile Drive,” the historic route through the Del Monte Forest and Pebble Beach Resorts. Capitalizing on the prestigious equestrian events held at the Resort, Land Rover is planning to showcase its vehicles this summer at the Pebble Beach Equestrian Center. And, Lincoln is providing a luxury fleet of official vehicles for use on the Resorts’ properties and additionally will feature special, seasonal programs.
The marketing partnership campaign developed for Pebble Beach Resorts will include print advertising; direct marketing and collateral materials; special events and promotions; online presence and links; merchandise opportunities and dealer efforts. The Premier Automotive Group also will supply Pebble Beach Resorts with VIP vehicles for use on property and during events. During the various promotions, displays will be positioned through the Resorts’ many facilities, using the synergies between Pebble Beach Resorts locales and the Premier Automotive Group brands.
In addition to co-branded merchandise, signature vacation packages based on the unique aspects of each brand and property at the Resorts, and exclusive new product release events will fuse the distinctive concepts of Pebble Beach Resorts and the Premier Automotive Group brands.
(June 7, 2001)