The quick changeover to electrification has introduced a obstacle for marketers: How do you reposition decades of brand equity constructed on conventional automotive values for a new greener, cleaner entire world?
Volkswagen’s “Voltswagen” controversy showed that it’s a fragile undertaking.
Stellantis tackled the issue on Thursday, presenting slogans, or mission statements, that sum up every single of its 14 brands’ electric powered ambitions, as aspect of a thorough presentation on its electrification highway map.
The job is also to carve out house for every of individuals brand names in two main marketplaces, Europe and the U.S.
Analyst Philippe Houchois of Jefferies gave Stellantis CEO Carlos Tavares optimistic marks on the presentation, noting that Stellantis’ “crystal clear manufacturer differentiation” would “limit overlap and support the impending rationalization of European distribution by 2023, opening the way to extra direct promoting and multi-brand name dealers.”
Over-all, “The EV Working day really should have set to rest lingering worries that Stellantis lagged industry electrification,” Houchois reported. “We identified industrial strategy dependable with peers, solution launches in sync with diverse market speed, and cash spending consistent with historical capital effectiveness.”
Below are the new slogans, and what they say about every single brand’s electrified long run:
Alfa Romeo: “From 2024, Alfa will become Alfa e-Romeo,” with the serpent getting to be a electric power plug. The high quality manufacturer, which underperformed less than Fiat Chrysler, has a new CEO, Jean-Philippe Imperato, and will increase new, electrified styles in the coming many years.
DS Cars: “The artwork of journey, magnified.” The high quality model introduced in 2014 by selling “French savoir-faire” and craftsmanship. It will be a component of Stellantis’ high quality team with Alfa Romeo and Lancia.