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A couple of decades ago, iconic automotive models like the VW Golf and the Ford Focus dominated the roads—not just because they were great cars, but because they had distinct personalities and compelling positioning. The Golf was the epitome of trust, quality, and understated style, while the Focus carved its identity as a dynamic, fun-to-drive family car. These weren’t just vehicles; they were cultural icons, woven into the fabric of consumer aspirations.
These successes didn’t happen by accident. Brands like Volkswagen spent decades communicating core values like reliability, innovation, and quality. The strength of this branding turned models like the Golf into benchmarks in their segments. But as the industry shifts to electric vehicles (EVs), one can’t help but ask: where has all that gone? Has the VW ID range carried forward the same solid positioning? Or does it risk being lost in the sea of sameness that defines much of today’s EV marketing?
Renault 5 EV: Tapping into Heritage with Modern Appeal
The launch of the new Renault 5 EV provides a masterclass in how to blend heritage with contemporary relevance. Renault has cleverly tapped into the nostalgic charm of the original R5, a car that became an icon of the 1970s and 80s. By reimagining the R5 for the electric era, Renault has leveraged its history to create something fresh, exciting, and emotionally engaging.
The new Renault 5 isn’t just a nod to the past; it’s a bridge to the future. Its design captures the retro essence of the original while offering modern-day technology and sustainability. This approach doesn’t just sell cars—it creates a narrative that resonates with both long-time fans and new buyers who crave individuality in a sea of sameness. It’s a reminder of the power of a well-managed brand heritage and how it can drive relevance in today’s competitive EV market.
The Challenge for Jaguar: Reinventing a Legacy
For heritage-rich brands like Jaguar, the challenge of reinvention is immense. The automotive landscape is littered with premium marques that failed to evolve in the face of changing consumer expectations. Jaguar’s recent brand relaunch, however, has boldly stepped into this space, sparking a mix of intrigue and debate.
In a sea of mediocrity, Jaguar is striving to carve out a new identity that bypasses its storied past while embracing a more relevant, future-facing narrative. We applaud their ambition. Jaguar’s campaign has made it clear that they intend to say something different—something meaningful. Their use of heritage however may be critical, not just as a marketing tool, but as a foundation for rebuilding trust and excitement among buyers.
The Importance of Heritage for European Brands & EV Marketing
Heritage plays a pivotal role for many European automotive brands, providing a powerful asset in the battle for relevance. Legacy names like Renault, Jaguar, and Volkswagen carry decades of cultural significance, but leveraging this history effectively requires balance.
Nostalgia with Modernity: Heritage-driven campaigns, like the Renault 5 EV launch, show how to use nostalgia as a hook while ensuring the product is entirely contemporary.
Consistency Across Generations: For brands like Volkswagen, trust and quality have been pillars of their image for decades. Maintaining that consistency as they transition to EVs is essential.
Evolving Identity: For luxury brands like Jaguar, heritage provides a foundation, but reinvention is necessary to remain competitive and relevant in the modern market.
Heritage gives these brands a unique advantage in a crowded marketplace, but only if it’s used to tell stories that matter to today’s consumers.
The Decline of Clear Brand Identity
In the rush to push EVs to market, many automotive brands have let their distinct identities slip away. Advertising now focuses heavily on range, charging speeds, and environmental benefits—important points, but ones that fail to foster emotional connections. As a result, many EVs risk being perceived as interchangeable appliances, devoid of personality or aspiration.
The question isn’t whether EVs are the future—they are. The real challenge is how brands can maintain their individuality and connect with consumers on an emotional level. This is a time when automotive marketing needs to evolve, not retreat. It’s no longer enough to focus on product features; brands must return to storytelling, positioning, and creating emotional value.
What Happened to Motorsport?
Motorsport has historically played a defining role in shaping automotive brands, particularly for performance models. Ferrari’s dominance on the track directly translated into its desirability off it. Rally success cemented Subaru and Mitsubishi as kings of the road for enthusiasts. Even Volkswagen’s ventures into racing bolstered the Golf GTI’s reputation as a hot hatch legend.
But as EVs take centre stage, the role of motorsport is shifting. While Formula E has introduced a new platform for electric performance, it hasn’t yet captured the imagination of the masses the way Formula 1 or rallying once did. The question is: will motorsport remain relevant in a world of electrification? And if not, what other avenues can brands explore to stand out?
A Comeback for Brand Marketing
The EV revolution presents a rare opportunity for automotive marketing to make a powerful comeback. In years gone by, brands worked tirelessly to carve out distinct identities, investing in campaigns that transcended products to build trust and aspiration. That approach needs to return—now more than ever.
As a leading automotive marketing agency, We Are Nameless believes the future of the automotive industry lies in bold, innovative branding. EVs aren’t just products; they represent a seismic cultural shift in how we view transportation, sustainability, and technology. To succeed, brands must step beyond the technical and embrace emotional storytelling that creates lasting impressions.
Is this the moment when branding comes back with a vengeance? We think so. With the automotive sector more competitive than ever, standing out isn’t just important—it’s essential. The brands that thrive will be those that inspire, connect, and lead with purpose.
Now is the time to create not just cars, but icons.
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