electric vehicles
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Jaguar's contentious rebrand finally gets its car moment, but questions remain
After much heated debate over its 'carless' rebrand and accusations of 'woke' marketing, Jaguar unveils its Type 00 concept car in Miami. But with prices set to surge and a pivot to art-world luxury, some critics are still saying the British marque has gone too far in its reinvention.
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The Tesla trial: Can brands thrive without a traditional marketing team?
Tesla CEO Elon Musk reversed course from a traditional advertising push last month by scrapping a freshly formed marketing team. Can brands survive or even thrive without a marketing team?
Singapore adds urgency to adopting EVs with thriller campaign film
The film by TSLA for the Land Transport Authority follows a man on seemingly desperate mission to save his family on one electric vehicle charge.
Can VinFast become a global electric vehicle brand?
BRAND HEALTH CHECK: The Vietnamese brand will need to find a niche for itself in the face of Tesla's overwhelming presence and the acceleration of legacy vehicle makers towards electric propulsion.
Can Xiaomi repeat its smartphone exploits with electric vehicles?
BRAND HEALTH CHECK: The Chinese electronics brand has established itself in the mobile handset category at home and worldwide, but its US$10 billion bet on EVs may be an uphill drive, experts contend.
Brand Health Check: Can Honda recharge?
The Japanese auto brand is betting its future on going electric, but is playing catchup with a market that is several steps ahead.
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