Automotive Brand Strategy

The Untapped Superpower of Automotive Brands
© Photo by Simone Pellegrini / Unsplash

The Untapped Superpower of Traditional OEMs

Electric mobility reshuffles the cards in the automotive industry. Suddenly, newcomer brands drive innovation. But traditional OEMs have an untapped superpower.

In this 1-Minute Automotive Brand Strategy, we explore how traditional OEMs can differentiate their brands in the new era.


car brand positioning mercedes eqs 400x400
© Photo by Justus Menke / Unsplash

The transition to electric mobility has disrupted the automobile industry. How can today’s established car brands, who have carefully crafted their heritage over the years, stand their ground in the future? At the same time, how can newcomers find their distinctive niche in this highly competitive environment?

In this article, we’ll be discussing how car brands can position and differentiate themselves in the new era of mobility – and a new era of marketing.


BMW 3-series, evolution, darwinism
© Photo by Alex Suprun / Unsplash

Darwin would be impressed: Within one model generation, the automotive industry has started a transformation unprecedented in the more than 100-year evolution of the automobile.

In this article, we take a look at the automotive revolution from a holistic marketing perspective and assess why, up until now, OEM brands seem to be missing their greatest opportunity in this new era.


lancia, flaminia
© Photo by Free-Photos /

Lancia is the sleeping beauty in Stellantis’ extensive brand portfolio. A brand that shaped the automobile – with inventions like the self-supporting body and design icons such as the Aurelia B20 GT, the Aurelia B24 Spider, and the Stratos – is being awakened by a kiss in a new era of mobility.

In this article, we take a closer look at the fame and glory of Lancia and why its best days are possibly yet to come.


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