The Brand Legacy in the Automotive Sector

Brands with a legacy are those that carry a history and a strong reputation, built over many years. We can say that these brands tend to be more credible than newly established ones, and their consumers also tend to be more loyal and passionate.

I believe the most characteristic attribute of legacy brands is the emotional connection they create with their audiences. Whether they have years, decades, or centuries of history, they manage to leave their mark on popular culture and evoke feelings in the hearts of consumers. The reality is people feel emotionally connected to the brands they choose to become an extension of their own personality, style, and identity. Loyalty grows when a close emotional bond is formed.

In the automotive sector, there are countless examples among the most traditional brands. Chevrolet, for instance, has made history in Brazil: in 2025, it will be 100 years since the opening of its first factory in the country. By launching models such as Opala, Chevette, Monza, Kadett, ?mega, Corsa, Astra, Vectra, and S10, the manufacturer opened the automotive world to Brazilian families, bringing reliable and stylishly designed cars for all budgets and tastes. Another example is Citro?n in Europe: with iconic models like the DS (also called "Goddess" when read in French), CX, XM, Méhari, among many others, it managed to build a successful history based on stylistic and technical innovation.

However, thing are now changing dramatically in the automotive industry. In a scenario where the COVID-19 pandemic has completely reshaped the sector's dynamics, the electric and digital revolutions are forcing brands to reinvent their offerings, and the arrival of new Chinese players is threatening the leadership of the brands that created the industry. The question is: does the legacy of traditional brands remain a strategic lever, or has it become more of a hindrance to innovation?

I believe that decades and even centuries of automotive history cannot be created; they must be earned, and this has an immeasurable value.

What is happening, especially with European brands —a region more connected to traditions (where, for instance, the Chinese invasion has not yet occurred as it has in other parts of the world)—is a revival and, in some cases, even an enhancement of the elements that have defined the history of the region's manufacturers.

Some examples?

BMW, with its range of electric vehicles, is trying to preserve and enrich its history of technical excellence, performance, and luxury. Despite previously launching electrified models with proprietary styles like the i3 and i8, the brand seems to have realised that separating its electrified line from its combustion line could dilute the brand legacy earned through decades of glory. The BMW 5 Series, for instance, also exists as an electric version, called the i5.

Another brand to watch is Volkswagen, currently living an unprecedented crisis caused by structural problems, the sales slump in Europe and the poor results in China. The Wolfsburg manufacturer entered the electric vehicle market in 2019, as a reaction to the infamous Dieselgate scandal of 2015, launching the ID.3 at the Frankfurt Motor Show and promoting it as its mass-market electric model. The early years of the ID.3 fell short of expectations, probably due to its style, which broke away from Volkswagen's iconic design, as well as its lower quality compared to the brand's traditional models and touch buttons that diminished the pleasure of use. After four years of sales, the ID.3 underwent a restyling in 2023, with quality improvements and the return of physical buttons. Additionally, last year the brand launched the ID. Buzz, inspired by the iconic design lines of the famous Kombi, and announced the launch of the ID.2, clearly inspired by the iconic VW Golf. A return to origins, focused on legacy, design, and quality, is evident. It will be interesting to see how this strategy will align with the new cost-cutting plan.

There are other examples like these: Renault will launch three electric vehicles that draw from the past: the new R5, the new R4, and the new Twingo, all strongly inspired by the designs of their predecessors.

And then there is Jaguar, going into a totally opposite direction: with the recently announced rebranding it showcased its dramatic new creative philosophy, called “Exuberant Modernism,” which will inspire their future vehicles. A bold and imaginative reinvention that took distance from the brand heritage we have seen in other European brands. If this is certainly a very bold move, I believe we must wait the overall unveiling of the new models to come: three new electric models are expected from the company in the coming years, including a four-door GT car. I believe that we will be able to judge when we will see the full brand experience taking place.

The truth is that there is no right or wrong in this new, dynamic, and unpredictable automotive landscape. I believe that in the coming years, brand legacy will remain a crucial asset for manufacturers who have built it through decades of experience, sacrifices, and successes. Despite significant transformations in car use in recent years, I still believe that a key attribute in this sector will always make a difference for those who win the largest market shares: passion. Brands that fail to combine business efficiency, good margins, efficient supply chains, high quality, and technical excellence with people's emotions will not have a long life. After all, cars are, and will continue to be, part of humanity's history, and brands capable of positively and memorably marking our lives will undoubtedly build a legacy of immense value.