The Koto Signal - Koto|10|2026

It’s a pivotal moment for the industry. EVs are approaching the point where, in many parts of the world, electric will simply become the default.

But the shift isn’t just about what powers the car. As policy changes, infrastructure evolves and consumer expectations move with them. Brands will need to navigate the tensions we’ve explored here: car and computer, heritage and reinvention, aspiration and efficiency, the joy of driving and the simple business of getting from A to B.

New EV makers have work to do to build share of mind, whilst beloved legacy players face enormous challenges when transitioning into this new technology-led world.

What’s clear to us is that brand has a big role to play in what comes next. In a category full of technological innovation but short on distinction, clarity of idea, message and identity can be the difference between joining the pack and building something people actively choose.

The technology might be driving the transition. But brand needs to get back behind the wheel.

We think it’s one of the most interesting briefs in the industry today.

If you’re wrestling with it too, let’s take it for a spin.