How New Car Brands Are Earning Trust Today
Updated: 1 day ago
Developing an electric car is easier today than ever before. Building a brand remains the bigger challenge.
By Johannes Roth, CURTH+ROTH
Components and experts are available on the market today. Development itself remains a major task. But it is a solvable one, given capital and will.
A look at new car brands of recent years shows this. They come from Saudi Arabia, Turkey, Vietnam and, of course, China.
Many new brands have already disappeared
Many of these brands have since disappeared again. Usually due to financing problems or failed production. Those are the visible reasons.
But behind that often lies a deeper problem: a lack of trust. Investors who hesitate. Customers who wait. And trust, in the end, is a question of brand.
The real task is the brand
The real challenge, then, lies elsewhere. Not in building the car, but in building the brand. And in anchoring that brand in buyers' minds for the long term.
That means, above all, one thing: winning public trust. Important psychological foundations lie behind this.
That also includes a reliable service infrastructure. And early investment in the used-car market. Because no one wants to sink an investment of over 30,000 euros.
The first new brands failed at exactly this task. Sometimes on quality management, sometimes on brand management.
It's not enough to show a car once in a showroom or exhibit it at a trade fair. Trust doesn't form that way.
What this means for market research
Developing a relevant, differentiated brand therefore also requires market research. And one that looks deeper than just likes and dislikes.
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