Automotive

How do car brands earn trust, and how do they lose it? Our automotive series looks at brand trust, new competitors from China, changes of ownership, the EU's 2035 combustion phase-out and new electric models. With data, cases and the perspective of depth-psychological market research.

VW Golf GTI black with red lines around the grill

The Golf Is Still a Golf. Is VW Still VW?

Recalls, job cuts and a 5.8 billion euro loss: what self-similarity means for Volkswagen, and why the Golf is now a test for the whole brand.

Johannes Roth

4 days ago4 min read

Ferrari Luce: Slammed and Still Sold Out?

Ferrari's first EV was slammed by critics, yet the FT reports it sold out. What this reveals about criticism, target groups and brand change.

Johannes Roth

Oct 233 min read

Electric car at a charging station in front of a modern cityscape

Technology Openness Is Not Status Quo Protection

Combustion engine phase-out 2035: Is technology openness real openness or clinging to the familiar? What the debate means for carmakers and brand management.

Johannes Roth

Oct 132 min read

Trust Is the Scarcest Currency

52% of Germans would consider a Chinese car, but hardly anyone buys one. What Lancia, Smart, Nissan and Lexus reveal about credibility credit and brand trust.

Johannes Roth

Oct 55 min read