Louis Vuitton revives links to automobile world, building luxury lifestyle awareness
Michael Burke, the new CEO at Louis Vuitton is pursuing his strategy to consolidate the brand’s lifestyle DNA, by reviving links to the automobile world tonight as he presides over the Louis Vuitton Classic Awards, to be presented during a gala evening in Paris.
The Concours Award, considered best in show for elegance, goes to the Ferrari 250 GTO, launched in 1962. With only 32 vehicles produced, it is one of the most sought-after and expensive cars in the world. The Peugeot Onyx, a diesel-electric hybrid unveiled at the most recent Paris Motor Show, is to win the Concept Award.
Also, for the second time only since the awards were created in 2005, the judges are to bestow a special prize to the Brivido, a hybrid concept with large butterfly doors created by Italdesign using Volkswagen expertise.
Having made trunks for the first motorcars, Vuitton maintains its ties with the automotive world through numerous rallies and other prestigious events.
adapted from WWD