Director, Sales and Client Management
What is electric, autonomous, bought online and used every day? A car or a washing machine? The suggested future of automotive could be worrying to the aspiring brand marketer. Brand becomes more of an irrelevancy in a world where cars are simply about transportation, even if they’re electrified and available in various ownership models. For the shrewd automotive brand a means of avoiding a future of commoditized machines has been to draw on the brand’s ‘soul’. For example, some brands, taking note of a growing classic car market, are looking backward to sustain their future desirability, dialing up a sense of heritage through reimagining classic models. However, in future, conveying a sense of soul could be about provenance or experience, for example. There is value in the story behind a brand and product and this is a key lever to pull to be a sustainable brand in a category that is being disrupted by tech. One thing is certain. Automotive brands that invest only in mobility solutions might as well not be a brand in the future.