Beyond the Badge: The Rise and Fall of Model Brands
This article is part of a thought leadership series by the Ipsos Auto sector expert group. This team of experts in the automotive sector join forces to share their unique perspectives and insights about the latest trends, innovations, and happenings in the auto industry. The intent is to keep our clients informed and up-to-date through the lens of research
Individual vehicle models have the potential to evolve into powerful sub-brands with the ability to shape a manufacturer’s overall reputation and trajectory, enabling targeted segmentation without diluting the core brand. The article leans on global examples from OEMs such as Toyota globally and similar local examples such as Mahindra in India to show how clear, consistent identities help reinforce brand values while minimizing cannibalization. It goes on to reflect on contrasts where makers have struggled to capitalize on legacy labels. The overarching insight - consistent identity, clear differentiation and respect for heritage with precise positioning are key to success.
