Car brands that maintain a strong brand identity in 2024?
Discussion
Recent events suggest that Jaguar is having a bit of an identity crisis, which is a shame, as traditionally it has been one of my favourite car brands but I feel that a lack of brand identity isn't unique to Jaguar and is pretty endemic in the car industry at the moment. This isn’t completely the manufacturer’s fault, as EV powertrains are a bit of a leveller and legislation/future legislation/uncertainty/punitive fines/the world's obsession with SUVs/crossovers prevents them from going too crazy on the ICE front.
When I was a lad (80s/90s), car brands all had their own unique identity for better or worse and either covered all the bases (Ford/Vauxhall) or operated in their own niche (BMW, Porsche, Ferrari, Land Rover etc) and each had areas where they excelled at and/or areas where they didn’t. Now the lines seem a bit blurred and even some of the big players (Ford, VW, Honda, Nissan) etc seem to be struggling with their brand identities. With “cheap” Chinese brands soon to flood the new car market, brand heritage/identity (and in fairness styling/existing dealer networks) is one of the few key advantages/differentiators that legacy car manufacturers have over new manufacturers in an EV age, so who’s actually doing it right and managing to maintain their core values and a strong brand identity, as it’s probably quicker to identify who’s doing it right than who’s doing it wrong?
For me:
Ferrari and Lamborghini obviously
Audi/Bentley (both seem to go from strength to strength)
Skoda (“budget” VAG brand but this now seems like the “no nonsense” one like “old” VW used to be, whereas VW themselves and SEAT/Cupra seem a little lost in the marketplace
Mercedes-Benz whether deserved or not still have a strong identity based on quality and quality of engineering (whereas modern BMW seems a little lost to me)
Toyota and Mazda seem the most self-assured Japanese car brands
Land Rover and Jeep/Ram (Jeep/Ram moreso in the USA)
Volvo (still cool and “alternative” with an emphasis on safety)
Hyundai/Kia (seem like the Ford/Vauxhall of the 2020s and have a good mix of ICE/hybrid/EV vehicles in multiple segments)
An honourable mention for Aston Martin who seem to have found their identity again in the last couple of years but history suggests that may not be a permanent thing!
So, which car manufacturers do you still view as relevant in the 2020s and having maintained their core values and a strong brand identity.
When I was a lad (80s/90s), car brands all had their own unique identity for better or worse and either covered all the bases (Ford/Vauxhall) or operated in their own niche (BMW, Porsche, Ferrari, Land Rover etc) and each had areas where they excelled at and/or areas where they didn’t. Now the lines seem a bit blurred and even some of the big players (Ford, VW, Honda, Nissan) etc seem to be struggling with their brand identities. With “cheap” Chinese brands soon to flood the new car market, brand heritage/identity (and in fairness styling/existing dealer networks) is one of the few key advantages/differentiators that legacy car manufacturers have over new manufacturers in an EV age, so who’s actually doing it right and managing to maintain their core values and a strong brand identity, as it’s probably quicker to identify who’s doing it right than who’s doing it wrong?
For me:
Ferrari and Lamborghini obviously
Audi/Bentley (both seem to go from strength to strength)
Skoda (“budget” VAG brand but this now seems like the “no nonsense” one like “old” VW used to be, whereas VW themselves and SEAT/Cupra seem a little lost in the marketplace
Mercedes-Benz whether deserved or not still have a strong identity based on quality and quality of engineering (whereas modern BMW seems a little lost to me)
Toyota and Mazda seem the most self-assured Japanese car brands
Land Rover and Jeep/Ram (Jeep/Ram moreso in the USA)
Volvo (still cool and “alternative” with an emphasis on safety)
Hyundai/Kia (seem like the Ford/Vauxhall of the 2020s and have a good mix of ICE/hybrid/EV vehicles in multiple segments)
An honourable mention for Aston Martin who seem to have found their identity again in the last couple of years but history suggests that may not be a permanent thing!
So, which car manufacturers do you still view as relevant in the 2020s and having maintained their core values and a strong brand identity.
Davie said:
Unsure if trolling or just a bit deluded but LFA, IS-F, RC-F...
Not really boring unless you fly Apaches inyo war zones and cage fight tigers for fun?
They aren't the first thing I think of if someone says "Lexus". In fact, I doubt I'd think of them at all unless someone mentioned them as you have.Not really boring unless you fly Apaches inyo war zones and cage fight tigers for fun?
Interesting question, though. I think forcsny given brand it kind of has to be split though between "brand image to the general public" and "brand image to people who really know about cars".
InitialDave said:
They aren't the first thing I think of if someone says "Lexus". In fact, I doubt I'd think of them at all unless someone mentioned them as you have.
Interesting question, though. I think forcsny given brand it kind of has to be split though between "brand image to the general public" and "brand image to people who really know about cars".
Good point... so to that effect, I wonder what different brands mean to different age groups, genders, car types / non car types, nationalities etc etc. Which demographic would "stereotype" as it were. Interesting question, though. I think forcsny given brand it kind of has to be split though between "brand image to the general public" and "brand image to people who really know about cars".
As for a strong brand identify, I'd say Land Rover as it seems to have elevated into the high profile / influencer / wealthy domain which in turn, seems to give them more exposure to the masses and a perceived good image... unless you're a car guy, in which case they break down, a lot...
I think Land Rover have done a phenomenal job, although I’m not a marketing type. The new Range Rover ad I think is great. Biased a little as a lifelong Landy owner and fan, but (around these parts anyway) new Defenders are in abundance and always well used. I think they’ve nailed it for the most part, the only thing I’m not a fan of is dropping the Land Rover badge and name physically from the branding. The stand at Goodwood FoS this year was a bit disappointing in terms of lack of “the badge”, but it obviously works for them. Whilst it disappoints me, it certainly doesn’t mean I wouldn’t continue buying them.
A new Jag on the other hand….
A new Jag on the other hand….
Porsche always struck me as all about serious engineering rather than building to a price.
And it seems to me they have managed to retain that over the years.
Perhaps there are a few to many special editions every other week but overall they have maintained integrity.
I’ve never owned one so this is an outsider’s opinion.
With regards to Lexus. Yes they have similarly stuck to high quality.
They may appear boring to some but then so is sitting in the seating area of a main dealer and being on first name terms with the service manager.
And it seems to me they have managed to retain that over the years.
Perhaps there are a few to many special editions every other week but overall they have maintained integrity.
I’ve never owned one so this is an outsider’s opinion.
With regards to Lexus. Yes they have similarly stuck to high quality.
They may appear boring to some but then so is sitting in the seating area of a main dealer and being on first name terms with the service manager.
swisstoni said:
Porsche always struck me as all about serious engineering rather than building to a price.
And it seems to me they have managed to retain that over the years.
Perhaps there are a few to many special editions every other week but overall they have maintained integrity.
I’ve never owned one so this is an outsider’s opinion.
With regards to Lexus. Yes they have similarly stuck to high quality.
They may appear boring to some but then so is sitting in the seating area of a main dealer and being on first name terms with the service manager.
Isn't the 911 the same as the boxster from the B pillar forward yet Porsche charge twice as much for the 911?And it seems to me they have managed to retain that over the years.
Perhaps there are a few to many special editions every other week but overall they have maintained integrity.
I’ve never owned one so this is an outsider’s opinion.
With regards to Lexus. Yes they have similarly stuck to high quality.
They may appear boring to some but then so is sitting in the seating area of a main dealer and being on first name terms with the service manager.
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