3rd April 2020
How to create a new hypercar brand that stands out from the crowd
When the Geneva International Motor Show was cancelled for the first time since 1940, it hit new hypercar brands hard.
Instead of being able to sell their dream to potential buyers, the founders were forced to launch their brands online. And in some cases, resulting in huge anti-climax. Many hypercar brands have a tendency to be similar – over-styled and under-heritaged – so for someone to choose your €multi-million car over another, your brand identity and story need to set you apart.
Yet many new and emerging hypercar brands don’t look under the metaphorical bonnet for these differentiators.
Build the brand, then build the car
1. Discover what's unique about the brand you’re about to create
This point may seem obvious, but we’re looking beyond aesthetics or an impressive spec list. As the first 3D printed hypercar, for example, Czinger's 21C had a rare functional point of difference; most don’t. That’s why, to truly differentiate your brand, you have to dig deeper. Hypercars are an emotional purchase, often born out of the passion of a collector – so define what’s unique about your history, people and approach. What’s the attribute that will capture hearts and minds?
2. To be (and stay) relevant, you must know your audience; and make a great first impression
Brand equity builds over time; there’s no skipping stages. But you can speed up the process by really understanding who your audience is, what motivates them and how your brand will translate this back – today and in the long term. Drilling down to, and amplifying, the unique quality we talked about above, is crucial to this. It’ll also help you achieve the great first impression you’ll need to attract influencers, sell to early adopters and become aspirational to the rest of your audience.
The Swedish supercar-maker, Koenigsegg, is a great example. In a relatively short period of time, it’s built a successful brand with a focus on functionality, performance and painstaking attention to detail. Its founders are also its strongest brand ambassadors.
3. Harness the power of story
Stories motivate, spark the imagination and inspire solutions. They also challenge perceptions, reshape beliefs and influence people to behave differently. Taking Koenigsegg again as example, their brand story is about a young man with the passion to fulfil his dream – creating the perfect supercar – at the end of a recession. The spirit of this story permeates everything from the brand’s visual identity to its tone of voice.
If, like these success stories, you can discover – and communicate – the beating heart of your brand, you will gain an edge of the competition. With or without an international motor show.
Have any questions? Drop us a line at hello@pangaeacreative.co.uk
Pangaea is an independent design consultancy that grew out of Formula1. We thrived in this cutting edge, fast-moving environment and now bring our experience of designing in F1 to clients and brands seeking to gain an edge over their competitors in any market.
