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page 74
Howwe createdour owncar brand Howhardcan it be to come up withadesirable newcar brand andmakeits launch modelasuccess? Only oneway to findout W henyou’vespent thepast125 years recordingother people’s attempts to create carhistory,it feelsprettyremarkable to be offered thechancetomakesomeyourself. Butthat’swhere wefindourselves, after beingapproachedbya not-atall-hypotheticalcar-mad billionaire, along-time Autocarreaderwho fanciessetting up hisown carfirm. Said billionaire–who,itmustbe stressed,wedefinitely didn’t make up forthe sake of justifyingafeature –hasatheory: sincethe Autocar team knowssomuchabout thecar industry,we’dbethe perfectpeople to setupand runtheir nascentcar firm. We were intriguedand,once promised full creative freedom and thenecessaryfunds,agreed.We divviedupkey jobswithin theteam, with rolesassignedbased on expertise, authorityand theoccasional coin toss.All we have to do nowisactually invent ournew carbrand.Socan a carmagazineactuallycomeupwith abrilliant conceptforacar company? IMAGE
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CARBRAND FROM SCRATCH DIY THEBIG BOSS STEVE CROPLEY THEBRIEF: Identifyamarketgap andopportunity fora newcar firm, andsetageneral direction Neverwasteagood crisis,Winston Churchill is allegedtohavesaidat thestart of WorldWar II,implying that greatchallengesencourage greater solutions. Whetherornot he utteredthese precise words, we believe thesentiment applies very well to thecurrent situations of Jaguar Land Roverand itsIndian parent,TataMotors. We have formedasmall management teamofAutocar ‘experts’tasked(at least, forthe sake of this Christmasissue)withfinding aplanforaplausible,profitable and all-newcar company, basedinthe UK butcapable of big-scaleearnings from exports. Ournotionallaunch backer isamajor investment fund readytoinvestbillions with partners in this enterprise, provided thereisgreat confidenceitcan work well financially. After much deliberation,we believe theansweristolauncha brand-newcompany,FreelanderEV Ltd, createdinitially to beasatellite of Land Rover(as Volvosupports Polestar)sothatitcan make selective useofJLR’s talents, resourcesand suppliers, but headingeventuallyfor publicflotationtoprovide itsbiggest backers(who, we areconfident, wouldinclude JLR) withamajor financialreturnoncethe products andcompany direction arewell established. Others will reveal more about the positioningofour products,but our plan is basedonthree precepts: ■ Electrically poweredcompact SUVs show everylikelihood of being some of thehighest-demand vehicles of both thenearand farfuture. ■ JLRwill haveastronginterestin supporting an SUVenterprisethat helpsitmoveawayfromdieselpower. ■ Freelander isa‘vacant’name that already exertsagreat deal of appeal, especially sinceithas ideal size andage groupimplications forthe compact, youth-oriented products that we want to build. OurCEO,MarkTisshaw, has alreadybegun to formulateplans that wouldallow thenew Freelander rangeto be created, engineered, launched andsold… Freelander name andEVs play well to ourtargetmarket

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Howwe createdour owncar brand

Howhardcan it be to come up withadesirable newcar brand andmakeits launch modelasuccess? Only oneway to findout

W

henyou’vespent thepast125 years recordingother people’s attempts to create carhistory,it feelsprettyremarkable to be offered thechancetomakesomeyourself.

Butthat’swhere wefindourselves, after beingapproachedbya not-atall-hypotheticalcar-mad billionaire, along-time Autocarreaderwho fanciessetting up hisown carfirm.

Said billionaire–who,itmustbe stressed,wedefinitely didn’t make up forthe sake of justifyingafeature –hasatheory: sincethe Autocar team knowssomuchabout thecar industry,we’dbethe perfectpeople to setupand runtheir nascentcar firm.

We were intriguedand,once promised full creative freedom and thenecessaryfunds,agreed.We divviedupkey jobswithin theteam, with rolesassignedbased on expertise, authorityand theoccasional coin toss.All we have to do nowisactually invent ournew carbrand.Socan a carmagazineactuallycomeupwith abrilliant conceptforacar company?

IMAGE

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