In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity.

In this blog, we will explore some of the strongest brand identities and dissect their positioning, learn about the stories behind their logos and uncover the road map laid out for their image. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result?

Electric Vehicle Manufacturers

Electric Vehicle’s (EVs) are rewriting the rules in the automotive world. Whilst the reliance on Internal Combustion Engines (ICE) is getting smaller and smaller, EV manufacturers are leading the charge in sustainability and cutting-edge technology with their vehicles. A focus on zero-emissions and advanced electric technology sets them apart – until the 2035 ban on ICE vehicles comes into play at least. Let’s take a look at the unique brand positioning of some of the biggest EV manufacturers.

Tesla

We will start with the obvious example, Tesla. They are the giants in the EV world. Tesla’s mission to “accelerate the world’s transition to sustainable energy” is always front and centre and aligns with its overall goal of a zero-emissions future. Tesla’s branding targets the environmentally conscious, those who choose a Tesla feel like they are contributing to a green, sustainable future.

Tesla has a massive advantage due to Elon Musk being the CEO, at the time of writing this article, he has 172.5 million X followers who he makes sure are always kept up-to-date with his thoughts, opinions and replies – often related to Tesla. Such openness shows approachability and authenticity.

Tesla’s branding strategy is a unique one, up until last year they famously spent nothing on advertising with Elon preferring to let the product speak for itself and live or die naturally. However, in a much-publicised U-turn in 2023, Elon announced that Tesla would try a little advertising and see how it goes. This started with a relatively small foray into Google Ads.

Looking at the overall brand at face value, it’s clean, modern and edgy – making it very attractive to a younger demographic. The logo itself stays on brand with a nod to the cross-section of an electric motor, a crucial aspect of their products. The brand as a whole has a futuristic feel to it, serving as a reminder of their focus on building a better tomorrow.

Polestar

Polestar has only been a brand in its own right since 2017, but since then has become a well-known name. Branching off from Volvo, their parent company, has allowed Polestar to express its sleek, minimalist and modern personality. Polestar is growing rapidly in the EV market due to their strong brand and innovative cars, their biggest challenge however, will be whether they can stand out next to Tesla and the other manufacturers that are now directing their focus towards Electric.

The name Polestar has a meaning in itself. In Swedish, the North Star is referred to as Polstjärnan with the literal translation meaning “Pole Star”. The North Star is a symbol of guidance and a fitting metaphor for the company that acts as the forerunner for the Volvo Car Group.

Polestar follows three design principles for all of its products:

• Pure; product minimalism
• Progressive; scientific innovation
• Performance; uncompromised and athletic

There is a pure minimalism in the typography and colour scheme. The progressive and scientific outlook is evident in the attitude towards everything from architecture to the precision in the star symbol. The uncompromised performance is not only related to how the cars behave but is also visible in the attention to detail and determination to constantly deliver something new and better.

Supercar Manufacturers

In the realm of Supercars, the sights are set on automotive supremacy. It is well known that Supercars come with a hefty price tag, so the brand identities generally cater to the wealthy and promote the idea of exclusivity. Unlike the mainstream or EV manufacturers, Supercar Manufacturers distinguish themselves through top-notch performance, precision and head-turning designs. Let’s take a look at a couple of examples.

Ferrari

Ferrari has a brand identity that stands out as the perfect example of how a supercar manufacturer can differentiate themselves. Ferrari prides itself on being the pinnacle of automotive excellence, defining their brand as ‘Italian excellence that makes the world dream’.

Many car brands incorporate animals into their logos, Jaguar and Peugeot for example, but none are as iconic as Ferrari’s prancing horse. The Ferrari logo is a powerful symbol with deep roots in the company’s history and values. Derived from the personal emblem of World War I pilot Francesco Baracca, the prancing horse is a symbol that represents power, speed, an unwavering spirit and elegance – the core roots of the Ferrari brand.

Two colours are well associated with the Ferrari brand, “Giallo Modena” yellow and “Rosso Corsa” red. Giallo Modena is most notably used in the background of the Ferrari logo. It is a tribute to the city of Modena in Italy, where Ferrari was founded. Rosso Corsa is a vibrant red colour that symbolises Ferrari’s racing heritage. Adopted from Italy’s national racing colour, this bold and energetic red contributes to the brand’s distinctive identity

Ferrari is also not afraid to capitalise on its popularity, often stepping out of their comfort zone and trying things that other car brands could only dream of. Ferrari World is the perfect example – with the help of Aldar Properties, the first Ferrari Theme Park was opened in Abu Dhabi on November 4th 2010. Located on Yas Island, Ferrari World is the largest indoor theme park in the world with a 200,000 square-metre roof. It also holds the record for the fastest roller coaster in the world, the Formula Rosso. Overall, Ferrari World is one massive advertisement and serves as a reminder of how strong Ferrari’s brand has become.

Lamborghini

Lamborghini is another strong example of a supercar manufacturer that does an excellent job of differentiating their brand. Like Ferrari, Lamborghini focuses on exclusivity with their products, making only limited numbers of high-performance cars to create a sense of prestige. Their bold and futuristic designs, coupled with cutting-edge technology, prioritise an exhilarating driving experience.

Lamborghini’s logo and colours are reflective of the brand’s personality. The logo features a charging bull representing power, strength, and a fighting spirit. Known as the “Raging Bull”, it pays homage to Lamborghini’s founder, Ferruccio Lamborghini. The raging bull aligns with the brand’s commitment to powerful and robust vehicles. As for the colours, Lamborghini’s iconic yellow and black palette signifies energy and pure power. Yellow in particular, is bold and attention-grabbing, reflecting the brand’s vibrant personality and catching the eye of those who crave excitement and luxury on the road.

Whilst the Ferrari and Lamborghini brand identities are very similar, they differ significantly in one important aspect. Ferrari focuses on its rich racing heritage and sophistication, whilst Lamborghini focuses on strength and a fighting spirit. Ferrari and Lamborghini do showcase distinct characteristics, but the prioritisation of high performance and exclusivity is present in both brand identities.

Luxury & Comfort Manufacturers

In the world of luxury automobiles, manufacturers create a unique brand identity focused on sophistication and a refined driving experience. Unlike Supercars or EVs, these brands prioritise comfort and elegance over high-performance or eco-conscious features. They aim to cater to those who seek more than just transportation – they want a blend of luxury, advanced technology, and a superior driving experience. Let’s take a look at a couple of examples.

Mercedes-Benz

When it comes to luxury and comfort, Mercedes stands out – a brand renowned for sophistication and cutting-edge technology. The brand places a strong emphasis on technological innovation, consistently introducing advanced features and cutting-edge driving assistance systems. This focus on innovation sets Mercedes apart by often being the first to adopt the latest technology into their cars. The design language of a Mercedes vehicle is synonymous with elegance and timeless style. The iconic three-pointed star emblem evokes a sense of prestige, and the sleek lines of their cars reflect a commitment to excellence.

Mercedes goes beyond the standard driving experience. High-quality materials, attention to detail in craftsmanship, and an emphasis on comfort define the interior of Mercedes vehicles. High-end car brands, such as Mercedes, Rolls-Royce and Jaguar used to share a common feature, Hood Ornament’s. Once upon a time, Hood Ornaments were a symbol synonymous with only the most luxurious car brands. You will notice, however, that most of these car brands have since stopped featuring hood ornaments on their cars, this is due to safety concerns for other road users, particularly pedestrians.

Rolls-Royce

Rolls-Royce is widely regarded as the most luxurious car brand in the world. Their brand identity is built on exclusivity, craftsmanship, and an unwavering commitment to luxury. The brand’s limited production runs and attention to detail underscore the exclusivity of each vehicle, creating a sense of rarity and prestige.

Craftsmanship is a hallmark of the Rolls-Royce’s brand identity. Each vehicle is a masterpiece, when you buy a Rolls-Royce you are buying a piece of art. From the prestigious interior to the iconic Spirit of Ecstasy ornament gracing the hood, every vehicle embodies a level of craftsmanship that goes above and beyond.

The Rolls-Royce’s brand identity is heavily linked to its historical legacy. The brand draws upon a rich heritage that spans over a century, evoking a sense of timeless elegance. The iconic “Spirit of Ecstasy” emblem, represents the spirit of forward motion, showcasing the brand’s commitment to a graceful and luxurious journey. Rolls-Royce is also one of the only car brands that still feature Hood-Ornaments on their vehicles, the Spirit of Ecstasy is too iconic to simply remove so the brand responded to the new safety concerns by introducing a new feature in the case of an accident where the ornament will simply retract inside the bonnet, Rolls-Royce also like to call this an ‘anti-theft’ feature as the iconic ornament is often a target for thieves. 

Overall, Rolls-Royce’s brand identity is a unique one due to its focus on exclusivity, craftsmanship, unparalleled luxury, and a historical legacy that elevates each vehicle to the status of a bespoke piece of art.

Is Your Brand Due An Update?

Remember that your brand serves to connect and engage with your target audience. If you are concerned that your brand identity is starting to become outdated or lose relevance with your audience, then it may be due an update. If you need advice, give us a call today at 01332 372728 or send us a message here.

Did You Enjoy This Article?

If you enjoyed this article, you should check out our ‘Ultimate Guide To Developing An Automotive Brand‘ article.

There any many automotive brands keen to become the biggest and most powerful. However, you first need to be aware of what a brand identity is, what is involved in making the perfect brand and why it is crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

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At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

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