Automotive Product Strategy

The Electrifying Potential of Motorcycles in New Mobility
© Photo by Harley-Davidson / Unsplash

The Electrifying Potential of Motorcycles in New Mobility

Why is it that motorcycles are an exotic choice for commuting in the Western world? Safety reasons cannot satisfy a full explanation in the context of new mobility and its similarly vulnerable solutions.

In this 1-Minute Automotive Product Strategy, we dive into new mobility – a segment virtually ignored by the motorcycle industry.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Ignition On: The Role of Petrol Cars in the Electric Era
© Photo by Carlo D'Agnolo / Unsplash

Fossil fuels have powered the 20th century. Electric will advance the 21st to sustainability. Yet the fascination for petrol cars remains unbroken.

In this 1-Minute Automotive Product Strategy, we discuss the role of the combustion engine in the electric era.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Same, Same, But Different: OEM Product Portfolios
© Photo by Mockup Graphics / Unsplash

How come most OEMs have very similar products? Almost every car model has at least one counterpart from another brand.

In this 1-Minute Automotive Product Strategy, we discuss why comparability decreases a brand’s pricing power – and profitability – in the long run.

MARKETING    BRAND     PRODUCT     COMMUNICATION

© Photo by Dawid Zawiła / Unsplash

In countless applications, plastic is the best option to make a car better. However, often it is only the cheaper substitute for higher quality materials.

In this 1-Minute Automotive Product Strategy, we discuss a reality even chrome surfaces, wooden veneers, and leather can’t mask away.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Skeuomorphic Design: BEV's Childhood Disease
© Photo by Ruben Hanssen / Unsplash

For decades, form followed function of the ICE and its components. Now key design cues like the grille are devoid of purpose.

In this 1-Minute Automotive Product Strategy, we discuss how designers can reinvent their brands with new rules.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Why Electric Mobility Is Misunderstood
© Photo by Ralph Hutter / Unsplash

A vastly improved second generation of products is already available – why does demand still favor petrol cars?

In this 1-Minute Automotive Product Strategy, we discuss the emotional potential of electric mobility.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Formula 1, Golden Era, Ferrari
© Photo by Severin Demchuk / Unsplash

Formula 1 created several golden eras of racing – the front-engine era with legends like Juan Manuel Fangio at the wheel, the subsequent revolution of the “Garagistas” with their Cosworth DFV engine, and the turbo era with 1,500 horsepower in qualifying.

Ironically, the transition to environmentally friendly mobility could trigger a new golden era of racing. In this article, we take a look at the essence of Formula 1 and how the need to evolve could revolutionize the legacy of the sport.

MARKETING    BRAND     PRODUCT     COMMUNICATION

harley-davidson, pan america
© Photo by Harley-Davidson / Unsplash.com

Harley-Davidson’s latest model divides the fans: Is the Pan America the most exciting off-road motorcycle of 2021 or is it simply off-brand?

In this article, we are going to look at the DNA of Harley-Davidson, its off-road potential, and the Pan America’s brand compatibility: Are there winning ways ahead or merely bumpy roads?

MARKETING    BRAND     PRODUCT     COMMUNICATION

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.

MARKETING    BRAND     PRODUCT     COMMUNICATION

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