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TOTAL LICENSING
A fur- The licensing division realised it was across a broad range of products in-
ther ma- necessary to develop a licensing pro- cluding apparel, activewear, watches,
jor worldwide gram that focused on each coun- underwear, bicycles, stationery, shoes
license is for time- try individually and Mexico and, naturally, model cars.
pieces with Faithex was the first target market. In order to broaden their program,
Ltd. Tonino Lamborghi- Fiat have recently expanded their li-
ni timepieces are cur- censing activities to incorporate sev-
rently distributed in eral sub-brands, notably Fiat Vintage,
more than 30 coun- Fiat 500 and Fiat Football 1920, Fiat
tries worldwide and FreeStyle Team and Fiat Playa.
new initiatives continue to This is based on football history. Fol-
reinforce the brand’s position. lowing the founding of Juventus in
In October 2003 US distributor 1897 and Torino Calcio in 1906, a
NTTG introduced Tonino Lam- decade later Fiat workers decided
borghini watches into their first cruise they wanted to participate in the sport
ship store. Since then, seventy more and created their own team under the
stores have followed. Argentina, Ger-
Initial results have been encour-
aegis of the Unione Sportiva Operai
many, Netherlands, Russia and Spain
aging and open the possibility of
Fiat (Fiat Workers Sports Club). The
also hosted launches in 2005 and
reproducing the model in each major
team enjoyed significant success and
2006.
market within Latin America.
the sub-brand reflects this with ranges
In terms of new products and terri-
So where does the program go from
of apparel and sportswear.
tories, the Tonino Lamborghini brand
here? Besides the wide range of prod-
The Fiat 500 sub-brand, as one would
continues to expand. Amongst licens-
uct already licensed, the Tonino Lam-
expect, trades on the popularity and
es signed recently are Intersol for eye-
borghini licensing program continues
egalitarianism of the quintessential car
wear on a worldwide basis.
to grow in a number of different sec-
whilst Fiat Vintage has inspired a fash-
A range of lawn mowers from Mega
tors, including golfing products (carts
ion collection utilising the original Fiat
Group in Italy will also debut at re-
and accessories), leather accessories,
logo from its earlier days.
tail throughout Europe this year. The
perfumes, premium gifts and writ-
The Fiat FreeStyle Team brand is very
new lawn mowers will combine Lam-
ing instruments through a number of
much technology and sports based.
borghini design with the best technol-
global and regional projects and part-
The name emanates from the team,
ners.
established in 2004, that brought to-
A major recently signed deal has been
gether Italian freestyle champions in
for a range of bicycles in North Amer-
snowboarding, skiing, skateboarding
ican. Kent International will develop
and bmx.
branded Tonino Lamborghini high
Finally, Fiat Playa is designed as a sub-
quality bikes for men and women in-
brand appealing to those looking for
cluding road bikes, comfort bikes and
a relaxed and less formal lifestyle and
mountain bikes.
is based on images from the Punta
Created with stylish design and the
Marana within the Golfo di Marinella,
latest in technology, the Tonino Lam-
one of the most fashionable locations
borghini bicycle line uses lightweight
in Sardinia.
aluminium tubing together with sen-
sitive and high performance suspen-
Maserati
sion forks and disc brakes. The bikes
Finally, in terms of four-wheeled Ital-
were designed at the Centro Stile of
ian vehicles, we turn our attention to
the Italian Maison and products will be
sold throughout the US and other ma-
ogy available and will be positioned at
jor territories beginning this year.
the highest end of the market. Prod-
ucts will be available at retail shortly.
Fiat
A range of power tools has also been
And so, to Italy’s oldest and largest
licensed for worldwide distribution
auto company – Fiat.
through manufacturer MCM Global
Fiat, has an active licensing program for
Pty Ltd in Hong Kong.
both its heritage brands and for some
In terms of territorial growth, whilst
of the specific automotive brands that
many of Lamborghini’s licenses are
it owns including Fiat itself, Lancia and
pan-European or global, a key area of
Alfa Romeo.
recent growth has been Latin Amer-
The licensing program today stretches
ica.
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