After a first case study on the strategy adopted by the KIA brand at the last IAA Mobility, we reveal the new trends in the automotive sector!
BMW IX FLOW
Discover the new flagship of BMW's 100% electric range. The combination of the three letters 'i', 'X' and 'M' is a stunning addition to the BMW range.
The famous German brand has never failed in terms of innovation and returns to the spotlight to unveil its new bodywork that changes colour on demand. Yes, you're not dreaming! It is now possible to have a new body colour according to your moods and desires. Note that this solution requires no energy, except during the colour change phase.
This approach is part of a desire to differentiate oneself but above all to push customer customisation to its maximum. Colours not only enhance you, they also reveal your character and influence your environment. So we tend to choose colour according to the mood we are already in or would like to be in, just as your physiology affects your psychology.
The colour of the vehicle is supposed to express the personality of its owner. This is a key strategy that the BMW brand wanted to exploit with this new model, which does not leave anyone indifferent .
To combine the useful with the pleasant, the selective colour changes help to absorb heat and reduce the amount of fresh air and heat needed to regulate the car's temperature .
BMW is therefore expected to create a colourful scenography for its next appearances. Neon, which is very present in car design, will give an interactive and dynamic design and transmit energy.
MERCEDES BENZ VISION EQXX
"Efficiency as the new motto
Mercedes-Benz is reinventing travel in the electric age with the VISION EQXX. The prototype embodies the new era of premium electromobility: efficient and sustainable.
One of the themes that accompanied the engineers was nature. The idea was to work with all the elements, to use solar energy, wind and gravity to create a perfect synergy between man, nature and technology. This is how the most autonomous battery on the market was born! Indeed, the vehicle's battery pack contains almost 100 kWh of energy, while being 50% smaller and 30% lighter than the EQS's reference pack. As the saying goes,"The less is the new more". Maximum performance with minimum materials.
That's the challenge the brand has set itself for the year 2022: Drive 1,000 km on a single charge.
With this new model, the brand also wanted to put an end to its detractors who associate cars with pollution through a new purist design between luxury and nature. The futuristic, high-end design of the vehicle will be combined with the lightness of the materials used to make it one, reconciling technology and ecology.
In the event sector, domes are among the most efficient structures. Their design allows for the maximum use of space with a minimum of surface area. This is the architecture that requires the least amount of materials to build the largest volume.
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R5 ELECTRIC
"A new strategy under the sign of Renovation".
The Renault 5 electric is part of the new Renaulution plan, a strategic plan in three phases that will restore the brand's competitiveness. It is therefore the city car of the 70s that has been revisited in 100% electric form to represent the brand at the next Mondial 2022.
Some are already calling it the new rival to the electric Mini. The iconic Renault 5, which revolutionised the world of city saloons in the 1970s with its hatchback and plastic bumpers, has continued to inspire designers. Fifty years later, the "R5" remains a great source of inspiration.
The graphic codes refer to the retro of the 70s and the futurism of technology, bringing back fond memories while positioning itself as a player of its generation. This is why the brand strengthened its partnership with the American company Qualcomm at CES 2022, affirming its desire to be among the most innovative vehicles on the market by 2040.
On the design side, the team used a 'slip', a method of taking an object and shifting it into another world. It is a mixture of the past and the present to create a retro-futuristic model. The R5 prototype is therefore a vehicle that is totally in tune with its time: urban, electric, attractive and full of nostalgia.
POSRCHE TAYCAN SPORT TOURISMO
"Change of era
"The best moments in sport are the seconds after the runners' euphoria. That's the feeling that the three new Taycan models aim to give you every day.
In order to maintain its leading position in the luxury and innovation market, the brand has set out to make its mark with three new body styles. "With the launch of the third body variant in the range, the Taycan Sport Turismo, our range of electric sports cars is enriched by a versatile, livable and dynamic model," says Kevin Giek, Head of the Taycan range, "I am convinced that this new model will build on the success of the Taycan. With five versions, the new Sport Turismo range provides a balanced and varied offering, from the outstanding agility of the rear-wheel drive model to the formidable power of the Turbo S model, which will appeal to our customers.
This new model would therefore strike a balance between a certain form of elegance and real dynamism.
"Porsche design celebrates its 50th anniversary
The brand is celebrating with two exclusive models: the Porsche 911 50 Years Porsche Design Edition and a 911 S 2.4 Targa from 1972. The 911 S 2.4 Targa was produced in the year of Porsche Design's foundation and has been fully restored to celebrate the occasion. Inside and out, both models are finished in black as a tribute to the legendary "Chronograph I" designed by Ferdinand Alexander Porsche in 1972.
As far as events are concerned, the trend is towards roadshows. Whether it is to celebrate the anniversary of a car brand, to promote a new product or concept, event tours allow to share a convivial moment with its public and to create a powerful connection through storytelling. This is the case of the Cupra brand which has integrated the Roadshow into its marketing strategy.
AUTOMOTIVE MARKETING WHITE PAPER
