The soul of a car brand
11/14/2011
Recently, in connection with "badge engineering" (the sale of a vehicle model under another car brand), takeovers and even failing car companies, there has often been talk of the "soul of the brand". Critics repeatedly report that the essence of car brands is being destroyed, that their soul is being taken away.
But what is the soul of a car brand? What, for example, were the important ingredients that made the Saab brand what it once was? There were hardly any technical aspects, as the engines and design principles changed. Rather, it was construction and design philosophies, e.g. not submitting to the dictates of fashion trends. The Saab 96 is a wonderful example of this. It did not follow any trends of the time, but was simply intended to be a robust and highly efficient means of transportation. The aerodynamic requirements influenced the shape, and Saab's aircraft tradition did the rest. If you would like to know more about this, we recommend our recently published article on the Saab 96 .
But what happens when a Chrysler becomes a Lancia? A transmigration of souls is hardly to be expected ....
