Introduction

A global mobility manufacturer initiated an evaluation of whether to establish a dedicated technology brand. The aim was to strengthen perception of innovation, respond to competitive pressures, and align brand architecture with emerging mobility technologies. The process compared competitor approaches, assessed benefits, and developed two scenarios—sub-brand versus in-car technology brand—each aligned with the company’s identity system.

The Challenge

The company faced increasing pressure from global competitors who had already created visible technology brands. Without a clear signal of its own innovation, it risked being perceived as lagging in mobility, digitalization, and advanced driver assistance systems.

• Competitors had carved out recognition through branded platforms.

• Best-practice examples from outside the industry underscored the power of branded technology systems.

• Internal stakeholders identified additional demands from regional headquarters for a unifying technology narrative.

The Solution

A strategic evaluation was conducted, exploring benefits, risks, and alignment with brand architecture. Two scenarios emerged as viable pathways:

Scenario 1 – Create a Sub-Brand

• Established as a standalone competence brand within the brand architecture.

• Highlighted the organization’s role as an innovator beyond vehicles.

• Applied across corporate communications, innovation platforms, and partnerships.

• Fully aligned with the existing brand identity system.

Scenario 2 – Create an In-Car Technology Brand

• Positioned as an umbrella for in-vehicle technologies and customer touchpoints.

• Provided a consumer-facing identity for digital and mobility features.

• Applied within product environments, marketing, and retail contexts.

• Also aligned with the existing brand identity system.

Both scenarios were mapped against brand strategy, business objectives, and competitive benchmarks to determine feasibility.

The Outcome

The evaluation clarified the role and value of a potential technology brand, providing leadership with actionable options. It also reinforced the importance of aligning technology storytelling with the master brand while ensuring global scalability.

• Competitor benchmarking highlighted risks of inaction.

• Two clear brand scenarios were developed and validated against architecture standards.

• Benefits included improved visibility, stronger customer perception, and competitive differentiation.

• The framework enabled leadership to decide how best to integrate technology branding into the long-term strategy.