“If we reduce ourselves to functionality, the only thing that counts is functionality.”
Sven GrammesBrand Marketing Director
“If you can find the niche where both emotional and convenience get together. I think that's the sweet spot.”
Andrea Mallo Head of Retail Marketing & Partnerships
"The car is becoming a commodity appliance: it’s a fridge."
Drew SmithCo-author of "Looking Out"
"There are little Easter eggs in the R2, in the design of the hardware, that they've nested — little surprises in some creative places."
Jenny Lewis Head of Marketing and eCommerce
“The media model changes massively based on geography. In the US we might use linear TV for broad reach, plus ambassadors on social media for texture and richness. The approach in China is radically different: people are stationed at dealerships, live-streaming constantly.”
Markus HutchinsGlobal Head of Brand Strategy
2026_Report
EV is the most interesting brand problem in any category right now: enormous investment, real innovation, and almost no distinctiveness. We wanted to understand why.
