Determining the value of one known personality over another does present commercial organisations, keen to promote themselves, or their services, with a veritable minefield. Take the situation in which Suzuki found itself, as sponsor of the televisual ‘vehicle’ of two of the most popular TV stars in the UK. One of them, harbouring a clear problem, was involved in a road traffic accident and, suddenly, the relationship was considered potentially to be toxic.
While being famous and probably rich has its benefits, of which a free supply of vehicles is but one, it does beg a question in relation to loyalty. Take the unquestionable mastery of a former pop princess, married to a top football player. While their combined earnings potential is substantial and the wife has tenuous links to one British-based car manufacturer, her husband (the one with the ‘golden boots’) is linked to a well-known German carmaker. Between them, their countryside manor’s garage of prestigious motorcars is also sizeable.
The question could be asked, if these people are so wealthy, can they not afford to fund their own choice of transport? In addition, how many of their cars, including their own acquisitions, can they be seen driving at any one time? Yet, regardless of the decisions reached by car company marketing people, regardless of how ‘un-public’ will be the support of their selected ‘guest drivers’, the placement of product (and it is not just car-related) with the rich and famous has become a marketing ‘essential’.
Of course, there is a natural suspicion that is raised by observers to the phenomenon, which has grown like Topsy, since the start of the New Millennium, most of which centres on when it will cease to have any relevance. Forces Cars Direct exercises a much-valued association with its Brand Ambassador, Ant Middleton. However, it is a very special and successful relationship, because of FCD’s place in the vehicle supply market.
Ant appreciates intrinsically the work that FCD carries out in enhancing mobility for serving and former members of the British Armed Forces, as well as their immediate relatives. As a result, a mutual appreciation draws both parties together, helped by the fact that FCD’s managing director, Steve Thornton, is also a former military man. By his own admission, Ant’s prerogative is to promote the FCD range of high quality services to those people with whom he comes into contact and he drives a vehicle supplied by FCD. However, the company also benefits from Ant’s ‘star turns’ at the public events he attends.
One of the less well-known but ceaselessly interesting of car brands is Ssangyong, from South Korea. Former rock band drummer, mechanic and now TV presenter on ‘Car SOS’ (National Geographic channel), Fuzz Townshend, has become a Brand Ambassador using a new Ssangyong Musso Saracen pickup truck as part of his link to the company.
Fuzz Townshend understands the value of promoting SsangYong
Nick Nairn knows his automotive onions
Take That's Howard Donald enjoys a Goodwood celebrity racing event
“I’m proud to become a brand ambassador for SsangYong in the UK and I look forward to working with the team,” says Fuzz. “I love the new Musso, as it’s perfect for my lifestyle. I drive a lot of miles and live deep in the countryside, where a proper 4x4 pick-up is essential. Always tough and well-engineered, SsangYong is a growing brand in the UK and its products are very good now, in terms of styling, comfort and equipment. This new vehicle is seriously impressive.” Fuzz’s comments are supported by an industry-leading vehicle warranty of 150,000-miles/seven years.
Celebrity chef, Nick Nairn, has maintained a car supply situation with Volvo for more than a decade. However, he is but one of several hundred personalities, including pop stars, like Howard Donald of Take That, and sporting stars, like Scottish cycling and multiple gold medal-winning Olympian, Chris Hoy, who can rely on the patronage of the car companies.
The world of celebrity does seem to offer a licence to ‘print money’. As such, it is little wonder that an increasing number of people, from TV reality to soap stars and even a growing band of social media exponents, want a ride on the bandwagon. For some, it is an association that offers innumerable and mutual benefits, while others are little more than questionable ‘bribes’, with limited thought applied to them.
