Positioning Options and Marketing Implications

The emergence of electric vehicles will alter the future, creating new technologies and boosting sustainability. Premium brands are now advertising state-of-the-art technology and extended luxury through electronification of drivetrains. The central aspect is to evaluate how one brand can differentiate themselves in this highly developing market by discussing their strength, position and brand image exposed to current and potential customers against competition. The analysis evaluates the level of differentiation offered through design, the external factors which affect this position and the overall perspective. Basic marketing principles are applied to understand the dynamics of EVs, and the market they categorize in, that of premium automotive and emerging technologies along with the behavior and persona of consumers in the United States. The detrimental question is can premium EVs takeover the traditional vehicle industry with this knowledge? Electric mobility and autonomous driving technologies provide a great leap into the future of driving, and the development of a worldwide movement to cleaner energy.