Do you stick or twist? - Provocation 02 - Koto|10|2026

Legacy can be an advantage. If you know what to do with it. The dilemma is whether to STICK – carrying the codes, character and stories that built the brand [tick] into the electric [EVstation] era – or TWIST, leaving them behind [bin] to create something new.

67% of consumers say they will stick with brands they already know and drive as they move to electric.

BCG, What Car Buyers Want (2025)

We’ve already seen attempts to claim heritage by name alone. Ford has resurrected icons like Mustang and Capri, while carrying precious little of the originals’ character with them. The result is weak sales, Mach-E sales have fallen more than 50% this year.

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