Car Enthusiast - click here to access the home page


 


Why do companies do special editions? Image by Honda.

Why do companies do special editions?
Why do companies do special editions?
<< earlier article     later article >>

 


News homepage

The 'special edition' will always set the pulses of motor enthusiasts racing. Who remembers the Renault Clio Williams with its gold hubs and its 2.0-litre engine? Since then we've seen Abarth editions of the Fiat Punto and Fiat 500, along with the incredibly striking, recently released, Honda Civic Black edition. So why do companies design these beautiful anomalies that sell in such limited numbers?

Well not everything is about a product's overall return. The Clio Williams was a flagship for Renault's technological prowess, and editions like the Civic Black show that the Civic is much more than just a sensible choice of motor for a certain middle-aged demographic.

These cars pedal an idea of excitement and excellence, supporting and enhancing the rest of the products in the range. The special edition can also be an 'extension strategy', keeping the brand in place is harder than ever and a car like the Honda Black fulfils the "Promotion" and "Product" aspects of the unavoidable "Four Ps" stratagem. Incidentally, unlike many other special editions, the Honda Black is also a reasonable buy, as illustrated in this article on the Carmony site.

Products easily go into decline and manufacturers need to realise that promotions need to be incessant to keep their stock high. Look how the new Ford Fiesta has won our hearts as a nation; we can surely expect snazzy special editions of this modern classic in the coming months in order to maintain its market domination.

Now that companies like Renault seem to be lagging behind the likes of Ford, it wouldn't be surprising if Renault had a stab at making another hot hatch in order to steal a bit of the limelight. Cars like the Fiesta will always be the most practicable and functional, but it's products like the Clio Williams that'll get the airtime on motoring shows.

There's much more competition in the modern marketplace than that of the past, where a handful of manufacturers held dominion over the industry. This means we'll see a lot more clever marketing strategies and plenty more special editions to retain the current customer base, and even bring in new customers to the brand.

Paul McShane - 10 Sep 2014


2014 Honda Civic Black Edition. Image by Honda.2014 Honda Civic Black Edition. Image by Honda.   








    - images






Adrian Newey is 2024 World Car Person of the Year. Image by World Car of the Year.
Adrian Newey World Person of the Year
Red Bull F1 team's Chief Technical Officer is crowned after team's record-breaking 2023 season.
 
MG to unveil new small hatchback at Geneva Motor Show. Image by MG.
New MG3 to be revealed at Geneva
MGs smallest model is being revamped with a new hybrid powertrain and more tech.
Dacia Spring promises cheap and cheerful electric motoring. Image by Dacia.
Dacia Spring revealed for UK market
The new Dacia Spring is coming to the UK - and it will be one of the cheapest EVs on the market.

 
 215 Racing
 9ff
 A. Kahn Design
 Abarth
 Abt
 AC Cars
 AC Schnitzer
 Acura
 Aehra
 AIM
 Alfa Romeo
 Alpina
 Alpine
 Amari
 APS Sportec
 Arash
 Arden
 Ares
 Ariel
 Arrinera
 Artega
 Ascari
 Aston Martin
 Atalanta
 Atomik
 Audi
 Austin
 Auto Union
 Autodelta
 Autofarm
 Autosport
 AVA
 Avatar
 Axon
 Aznom
 BAC
 BAIC
 Bentley
 Bertone
 Bizzarrini
 Bloodhound
 Bluebird
 BMW
 Bosch
 Bowler
 Brabham
 Brabus
 Breckland
 Bridgestone
 Brilliance
 Bristol
 Bugatti
 Buick
 Burton
 BYD
 Cadillac
 Callaway
 Callum
 Caparo
 Capstone
 Carlsson
 Caterham
 CCG
 Chang'an
 Changfeng
 Chevrolet
 Chevron
 Chongfeng
 Chrysler
 Citroen
 Climax
 Connaught
 Cooper Tires
 Corvette
 Cummins
 Cupra
 Dacia
 Daewoo
 Daihatsu
 Daimler
 Dartz
 Datsun
 David Brown
 David Brown Automotive
 DDR
 De Tomaso
 Delta
 Detroit Electric
 Devon
 Dodge
 Donkervoort
 Drayson
 DS
 Eagle
 Eagle E-type
 EDAG
 edo competition
 Eterniti
 Everrati
 Evisol
 Exagon
 FAB Design

 
 Factory Five
 Faralli & Mazzanti
 Fenix
 Fenomenon
 Ferrari
 Fiat
 Fisker
 Ford
 G-Power
 Geely
 Gemballa
 General Motors
 Genesis
 Ginetta
 Giugiaro
 Glickenhaus
 GMC
 Goodwood
 Google
 Gordon Murray
 Gordon Murray Automotive
 Gordon Murray Design
 Gray Design
 Great Wall
 GTA
 GTM
 Gumpert
 Hamann
 Hartge
 HBH
 Heffner Performance
 Hennessey
 HERE
 HiPhi
 Holden
 Honda
 Hulme
 Hummer
 Hyundai
 I.D.E.A
 Icona
 IFR
 Infiniti
 Ionity
 Isis
 JAC
 Jaguar
 Jeep
 Jensen
 Jetstream
 JJAD
 Joss Developments
 Kahn
 Kamala
 Keating
 Kia
 Koenigsegg
 KTM
 Kumho
 Lada
 Lagonda
 Lamborghini
 Lancia
 Land Rover
 Lexus
 Liberty
 Lightning
 Lincoln
 Lister
 Loma Performance
 Lorinser
 Lotus
 LupiniPower
 Luxgen
 Mahindra
 Mansory
 Maserati
 Mastretta
 Maybach
 Mazda
 McLaren
 Mercedes
 Mercedes-AMG
 Mercedes-Benz
 Mercedes-Maybach
 Mercury
 Metrocab
 MG
 Michelin
 MINI
 Mitsubishi
 MMI
 Monte Carlo
 Mopar
 Morgan
 Mosler
 MTM
 Munro
 NAC MG
 Nichols Cars
 Nissan
 NLV

 
 Noble
 Novitec
 Opel
 Overfinch
 Pagani
 Perodua
 Peugeot
 Piaggio
 Pininfarina
 Polestar
 Pontiac
 Porsche
 Praga
 Preview
 Prodrive
 Project Runningblade
 Project Velocity
 Proton
 Protoscar
 Qoros
 Radical
 Range Rover
 Red Bull
 Renault
 Reva
 Rimac
 Rinspeed
 RoadRazer
 Rolls-Royce
 Ronn Motor Company
 Rover
 RUF
 Saab
 SAIC
 Saleen
 Saturn
 Scagliarini
 SCG
 Scion
 SDR Sportscars
 SEAT
 Sin
 Singer
 Skoda
 Smart
 Soleil
 Spada
 speedArt
 Sportec
 Spyker
 SRT
 Ssangyong
 SSC
 Startech
 STaSIS
 Subaru
 Suzuki
 Suzusho
 TAD
 Tamiya
 Tata
 Techart
 Tesla
 The Little Car Company
 THINK
 Thunder Power
 Tojeiro
 Tommy Kaira
 TomTom
 Toray
 Toyota
 Trabant
 TranStar
 Trident
 Tushek
 TVR
 UKCOTY
 Vanda Electrics
 Vauxhall
 Velozzi
 Vencer
 Venturi
 Veritas
 Vizualtech
 VL Automotive
 Volkswagen
 Volvo
 VUHL
 WCA
 WCotY
 Webasto
 Westfield
 Wiesmann
 Xenatec
 Yamaha
 Zagato
 Zarooq
 Zeekr
 Zenos
 Zenvo



 
 






External links:   | Irish Car Market News |

Internal links:   | Home | Privacy | Contact us | Archives | Old motor show reports | Follow Car Enthusiast on Twitter | Copyright 1999-2024 ©