The Micro brand is not a microbrand

We’ve seen lots of automotive rebrands recently, and, sadly enough, I would summarize the majority of them by “We’ve simplified our logo, making it ready for the digital age,” and “We’ve shifted from car manufacturer to mobility brand”. While the latter sounds good, in practice, it often means not much more than electrifying the existing automotive concept. Not only established car brands claim to reinvent themselves; there are also some new kids on the block. These (mostly Asian) brands offer exciting designs and likewise pricing but are essentially manufacturers who jumped onto the EV train driven by commercial rather than environmental motives.

Fine. Strong brands, however, are built on uniqueness and relevance. In this regard, I believe another newcomer deserves the spotlight: Microlino, the tiny "bubble car" by Micro. It's electric, but its concept extends far beyond that, closely tied to the identity of the brand behind it. Allow me to introduce you to Micro.

Truly sustainable mobility from the start

Well, maybe an intro is not even needed, as Micro might be an old acquaintance. Seeing the Microlino car for the first time was a light bulb moment for me; its logo seemed as familiar to me as the vehicle's shape. Hadn’t I seen that on kick scooters ages ago? Indeed. We’ve seen car manufacturers with lower-tech portfolio add-ons like bicycles, suitcases, and even sausages, but a kick board company going automotive is brave.

Did I write “sausages”? Take a look at Micro’s exciting story:

Micro doesn’t just talk about 'sustainable mobility solutions'; it embodies them. In fact, the brand been consistently pursuing this ethos all along. While the Microlino might appear unconventional in the automotive environment, for the Micro brand itself, I'd argue that it's nothing more than a natural — and promising — addition to their lineup.

A purpose that makes full sense

Now, let's take a closer look at that brand extension in the automotive domain: the Microlino. Though Micro branded and more closely related to the kickboard siblings than one would think — both unconventional solutions are optimized for very specific mobility needs — I think Microlino is an own brand to watch.

"How much car do you really need?" — Microlino AG

The first thing that makes it powerful is the 'why'. Founder Wim Ouboter and his two sons simply couldn't comprehend why modern cars tend to be over-engineered for their intended use. In their pursuit of a significantly smaller ecological footprint (even in comparison to electric vehicles) the trio embarked on a mission to tackle this issue head-on. The result, as a matter of fact, is way more unconventional and exciting than a small car without exhaust.

A blend of existing brand stories

When I saw a Microlino in real life for the first time, my immediate thought was that it must be another retro remake of a car model — in this case, the Isetta. However, when shifting from the mind to the heart, things get exciting: Yes, the shape of the vehicle might activate sweet memories of that iconic BMW-built car from the 1950s. But as an idea, the car also reminds me of the Smart, or at least its initial (electric!) concept by (Swiss!) Swatch, a bold revolution in urban traffic back in the day. Another association I get when diving a little deeper into the technical specifications is the Fiat 500, the legendary car that has made people (both drivers and watchers) smile for decades. Micro actively plays the Italy card, actually, knowing that Italian cities have been the cradle of small cars and the country has a rich car-making history.

"Our plant in the birthplace of the Italian automotive industry. With its rich history in engineering and design, and a thriving automotive ecosystem, it is the perfect location for the production of the Microlino." — Microlino AG

And it doesn't stop there. The Microlino also triggers familiar emotions from non-automotive brands, I think. One can argue which ones exactly, but for sure they would be desirable lifestyle gadgets most of us love.

In one way or another, in the Microlino project, Micro has succeeded in enhancing its narrative by incorporating pre-existing positive sentiments.

Communications covering relevance and appeal

Beyond a credible purpose and embedded brand associations, Micro distinguishes itself in communicating the Microlino brand. The (public) brand guidelines indicate considerable thought has been invested in this new facet of the Micro brand, leading to communications that are as fresh and sleek as the styling of the car itself.

Under the “This is not a car” tagline, one can find feature-related narratives, such as “Imagine a world in which you can fit into any parking spot" and “Charge like a smartphone”. Such claims emphasize how practical the vehicle is, compared to bulky electric cars with complicated charging systems.

Other elements of the story tap into the social and environmental responsibility of the brand, and try to encourage people to consider making a shift in mobility. Short and simple wording is consistent with the lightness of the Microlino itself.

Why settle for a gas-guzzling car when you can enjoy a stylish and eco-friendly ride with the Microlino? — Microlino AG

Also in terms of visuals, one can spot highly consistent brand design throughout many touchpoints. Combined, copy and image leave a light, colorful, and fun impression.

A promising future

"A microbrand refers to a brand that operates on a relatively small scale, producing limited quantities of products. Microbrands are often characterized by their niche focus, unique design, and direct-to-consumer business model." — ChatGPT

That might apply, but not for long. I believe in this brand. This is what the world needs more of: Bold visionaries that enter a category with a solid purpose, fresh ideas, and a little courage.

Still skeptical? Remember that others have been when the Micro scooter was about to see the light of the day... No — the Microlino is way more than a green product addition to the automotive space; it's a colorful brand that really dares to live what it stands for. Micro can inspire people, and make the world a slightly better place.

Let's watch this space. In the meanwhile, I might go book myself a test drive.