Automakers often partner with non-auto companies for things like special edition vehicles, merchandise, etc. Sometimes the partnerships make sense. Think of the LL Bean editions of Subaru or Ford. Explorer Eddie Bauer and Expeditions? Other times, they seem to try too hard—take Cadillac’s Bulgari partnership, for example.
The Cadillac-Bulgari partnership began in 1999. GM’s then-chief design officer Wayne Cherry and Bulgari co-owner Nicola Bulgari met to discuss Cadillac’s design. Nicola was a big Cadillac fan, owning several classic models in her collection. So the two companies decided to collaborate in a mutually beneficial relationship: Cadillac would receive Bulgari’s design input on concept and production vehicles and promote its luxury image while Bulgari would gain more exposure for the brand in the United States.
The reality, however, is far from it. While the two brands throw lavish parties and events, the car design work is so understated that you wonder why they bother. Cadillac says Bulgari was involved in the interior design of the Imaj concept, the reconfigurable display of the Vizon concept, inspired by jeweler Bulgari, and the Bulgari clock on the dashboard of the Sixteen concept. The most production cars ever to receive from the partnership were Bulgari-designed or Bulgari-branded gauges and dashboard clocks. The partnership ended abruptly in 2004, with neither side giving a reason.
Now we ask you, Jalopnik readers. What’s the most pointless automotive collaboration you know of? It doesn’t even have to be a car. It could be anything from a skateboard to a guitar. Let us know in the comments.
