Is tradition really worth nothing in the age of electrification?
There are increasing signs that the major car manufacturers are losing interest in their own history, or at least that significantly less money is flowing into the "traditional sector". Examples of this are the withdrawal of major car manufacturers from classic car fairs or the redimensioning of exhibition stands. It also appears that the budgets for campaigns in the context of corporate history have shrunk significantly for many manufacturers. And it cannot be overlooked that, with a few exceptions, there is significantly less communication on the subject of history and tradition via the press channels.
Somehow, car manufacturers seem to think that their history with the combustion engine and modernity with electric cars don't seem to go together. And that electric cars cannot be marketed via the tradition and history track.
But is this even true? Who are the buyers of shiny, humming electric cars if not the people who grew up with the combustion engine? And doesn't a brand's past also have value when technologies change? Don't we trust a car manufacturer that has been building vehicles for 120 years more than a start-up from China or America? And doesn't it also reassure buyers and drivers of an electric car that they also have the development experience, the tuning expertise and the production knowledge acquired over many decades on board?
We therefore recommend that the marketing people at the major car companies go back over the books before they burn the bridges to the past (or at least leave them to weather).
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