Acer and Ferrari join the smartphone market

 acer Pictures, Images and Photos

The world’s second largest PC maker, Acer, has once again joined forces with Ferrari, but this time it is not a PC. Acer is trying to expand their small share of the smartphone market and need Ferrari’s brand to help them get there. Although above is a picture of the new smartphone, this post is really not about that at all. Instead, I want to focus on this joint venture between Acer and Ferrari.

This joint venture is not new. As I alluded to already, these companies have teamed up on Acer PC’s that come with the Ferrari colours and logo. Even though they did sell quite a few of these Ferrari branded Acer PC’s, I strongly believe that this is not a win-win relationship for the long term. This relationship is clearly a win-lose situation. Specifically, Acer wins and Ferrari loses.

What is the first thing you think of when you hear Acer? That’s right, cheap. And Ferrari? Right again, high-end, rich, fast, expensive, elite and so on. Given this, it is obvious why Acer would like the Ferrari brand on their computers. However, Ferrari should really have thought this through a little better. They should have teamed up with higher-end computer makers like HP, Asus or Sony. By teaming up with Acer it cheapens their brand and this can only be bad for them in the long term. I cannot see a single advantage to this at all for Ferrari. Sure they may have made a few bucks on PC and now smartphone sales, but the cost to their brand easily outweighs that.

I don’t think it was a bad idea to look at consumer electronics in the way they did. It is actually a creative way to make money on their strong brand image. However, they chose one of the worst companies to team up with. I’m not saying that Acer is a bad company, just the opposite of what Ferrari is all about. Acer is a low cost provider and Ferrari is a premium brand. Not smart Ferrari.