The Future Of Car Brands: Scooters

Edward Niedermeyer
by Edward Niedermeyer
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the future of car brands scooters

If you exist outside the fast-paced world of the automotive branding community, you might believe that the point of car brands is to sell cars. Needless to say, you’d be wrong. The big buzzword around car brands, particularly the more niche and eco-friendly brands is “mobility.” As in “we must leverage our brand values to provide a broad-based mobility strategy for the cities of the future.” Or, to put it into layman’s terms, “screw cars, we gotta start building scooters.”

We’d heard that Smart was headed in this direction, and given that Mercedes is moving into its traditional brand space with ever-smaller, cheaper FWD cars, we reckoned scooters were as logical a direction for the brand as any other. But MINI? Granted, BMW is cannibalizing its small car sub-brand with as much abandon as Mercedes, but MINIs are cars. Not Chinese Vespa knock-offs with MINI branding. If this trend isn’t nipped on the bud quick-smart, the Aston Martin Cygnet is going to end up being the most prophetic car of the decade. [via Autocar]

Edward Niedermeyer
Edward Niedermeyer

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  • Dimwit Dimwit on Sep 10, 2010

    One of the best branding ads I've ever seen was Honda's with all their products being used by a couple. Very impressive and I've always wondered why they are almost the only manufacturer that seems to extend their brand to logical ends, no patio furniture, no mortgages!

  • Stingray Stingray on Sep 10, 2010

    Peugeot also manufactures scooters. This mobility thing reminds me the "change" of oil companies to energy companies.

  • Marty S Corey, thanks for your comment. Mercedes has many different models, and will survive. Jaguar is planning on only offering electric models and will be in trouble. They should continue their ICE models as long as possible, but have discontinued the F-Type already and will probably be discontinuing everything else. We purchased the current XF this year, which is a nice car, but would have been splendid if they had just continued the supercharged V-6 in it.By the way, I have really enjoyed your Continental and Eldorado series. Was just showing it to my barber, who owned several 1954-56 Eldorado convertibles.
  • Marques My father had one of these. A black 1984 Pulsar NX with a 5-speed stick and a grey interior. Dad always kept it in pristine shape-that black paint was shiny even in the middle of the night. I swear I could still smell the Rain Dance carnauba wax! The only issue that car ever had was that it was never driven enough-it would sit for 10 days at a time! The Hitachi carburetor on it(and other Nissans of the time) were known to be troublesome. It went to the boneyard at 72K miles when a hole got punched in the block. By that time the Pulsar had long ceased production.
  • VoGhost This is the only new vehicle I have the slightest interest in.
  • VoGhost I love it. Can't wait to get one. Finally, trucks are becoming actually capable, and it's great for America.
  • Peter Just waiting for Dr. Who to show up with his Tardis, and send these things back to the hellish dark dimension from which they came.