Revving Up the Carrera Brand

We asked Berit Inga Stranz – head of project management retail and export, and Sven Horrer – head of marketing communication of the German-based Carrera brand to give us more detail about its background.

Sven: We have to go back to the 1950s where there was a race called the Carrera Panamericana. It was a tough long-distance race, and to win you really had to have performance, not only in the engine, but in everything. This is what we have translated to our brand and our products for the home, where we now have bath series and kitchen series. In terms of quality and design, it should make people feel like being in a very nice comfortable luxury car, but also a key factor is that we have a unique and consistent design – not only for the bath, but for the kitchen – so in both rooms there is a similar “look”. Of course, as it’s designed in Germany, this is something we emphasise and which will help us in this market.

Berit Inga: We have our own designer and our own tooling. It’s not just off-the-shelf, which is why we have great harmony between our products.

What products can people see at your booth at CE China?

Berit Inga: We are not showing the entire series in the beginning, as our first aim is to get in contact with the market, with the local people. For us it’s important that we get an idea how it works here before taking the next steps.

Stand 2A06