If they dont change gears, theres a Nokia moment coming for auto brands [Video]

Brands that only deliver incremental change in the face of society’s exponential transformation will be left behind. Rankin Creative’s Richard Pinder explains using what he calls the auto industry’s ‘Nokia’ moment.

When in 2020, the then-CEO of the then-world’s largest car maker, Volkswagen, urged wholesale change in his company’s business model to avoid becoming the next Nokia, he was met with incredulity. And not long after, he was out. Four years later, his warnings feel way more, not less, relevant.

Chinese automaker BYD, a brand most people in Western Europe have barely heard of, recently overtook Tesla in EV sales. It is on track to be more relevant to more people around the world than BMW.

‘Build Your Dreams’ v ‘Bavarian Motor Works.’

Perhaps the simplest expression there can be of the current change in the sector. And the recently appointed global head of design at Chinese Geely-owned Volvo Cars said his job was to design the next ‘devices on wheels.’ No wonder James …

Tags Brand Process, Branding Design, Rebrand Process