[The Chosun Ilbo, June 22 2007] Korean Firms Continue Co-Marketing With Luxury Brands

More Korean electronics companies are jumping on the joint-marketing bandwagon with luxury car or fashion brands to boost their own image.
In Korea, most of Mercedes Benz S-class models come with Samsung’s latest ultra mobile phone, known as the Miniskirt in Korea. The SL-class, SLK-class and E-class also include the phones as standard equipment. It has a wireless connection so drivers can speak on the phone by using the microphone and speaker installed in the vehicles. The phone stands to gain a luxury image from the connection and the car brand a hi-tech reputation.