Recently, both Acura and Lexus have announced partnerships with hotel chains.  In the case of Acura, it is with W Hotels.  Acura is now the “Preferred Vehicle of W Hotels.”  This means, in part, that there is the possibility of being chauffeured in an MDX from any of the 18 Ws; in some cases, there will be Acura vehicles available for test drives.  According to John Mendel, executive vice president of Auto Operations at American Honda, “W Hotels share Acura’s passion for providing experiences that advance modern life, and we are thrilled to bring a new level of luxury to their guests.”  And Ross Klein, president of Starwood’s Luxury Brands Group, which includes the W properties, “The Acura Experience service is offered through the world of Whatever/Whenever, providing both jet setters and road warriors with the ultimate in experiential travel, whether in room or on the road.”

Meanwhile, Lexus has announced a partnership with Fairmont Hotels & Resorts.  They have established two “Lexus Hybrid Living Suites,” which are said to be environmentally correct.  There is one in San Francisco and the other in Washington, DC.  According to Lexus, “Famed eco-designer Kelly LaPlante, of LA’s Kelly LaPlante Organic Interior Design (kellylaplante.com), is responsible for the design.  Organic materials and rapidly renewable resources, such as bamboo, have been used in the creation of the suite.  Highlights of the décor include furniture by Kelly LaPlante [LaPlante is clearly quite the eco-person] and the Kenneth Cobopue collection, eco-friendly fabrics by Q collection, an organic mattress system by Suite Sleep, bedding by Coyuchi Organic, organic towels and robes by Nandina, environmentally friendly paint provide by Benjamin Moore Aura, and pillow and comforters by Sleep & Beyond.  Lexus has installed a custom coffee table, designed by LaPlante, utilizing pieces of leather recycled from Lexus vehicles.”  And so on.  There is the availability of a Lexus LS 600h L—hybrid to roll around in.

Now admittedly, some of this sounds like the sort of thing that we’d poke at in the Newsmonger section of this site.  I mean, if I opened the minibar to discover “local biodynamic wines,” I wouldn’t know whether it would have a relaxing effect or would cause me to run several miles before the effect wore off.

But that’s not the point.

Admittedly, the two car companies in question are high-end brands.  As are the hotels.  The people associated with positioning these companies understand that for many people, it is not just about the car or crossover.  It is about the “experience.”  And not just for the person involved in “experiential travel” (which sort of sounds like something Jean-Paul Sartre might have done rather than, well, ordinary people).  It is about the experience in the vehicle.  The experience when traveling with the vehicle.  The experience when getting the vehicle serviced.  Let’s face it: a car is a car at some level, so if you want people to perceive it as being special, there has to be more—experientially more.

What I wonder about is whether the domestic manufacturers, most of which seem rather focused on cutting costs, are going to be clever enough to go beyond the traditional support of football games and rodeos, concerts and PBS specials, and create the level of specialization that Acura and Lexus are crafting with these associations.  One could argue that the money would be better spent by the domestics on the content of their cars rather than on any baroque outside events, which is true.  But does anyone think for a minute that Honda and Toyota aren’t doing that, too, for their luxury marques?

The competitive game is getting heated to temperatures not ever experienced.  While some of this may seem funny, know that these guys are deadly serious in their efforts to get more customers for vehicles that carry considerable margins vis-à-vis their mainstream brands.  You’ve got to win the hearts, minds, and pocketbooks to be successful.  And taking a cut-rate approach won’t cut it.