Koto

For decades, buying a car has been about more than getting from A to B. Cars have, for many people, been part of their identity. Whether it was a sleek German marque or a large American truck, their choice said something about their lifestyle, status or circumstances. Of course, many drivers didn’t have this luxury, with value for money being the primary consideration. But even those on tighter budgets often made choices based on brand as much as utility. With the arrival of EVs at scale, many of the familiar cues that shaped purchasing decisions are changing. Choice has expanded rapidly, with UK drivers now having over 80 car brands to choose from, many of them recent arrivals. This shift has created significant uncertainty for car manufacturers and consumers alike. To make sense of the economic pressures and competitive challenges facing these brands, Koto has created our first EV report. Drawing on interviews with people at key industry players, alongside our own research and experience working in technology, the report explores the changing market—and why brand matters now for relevance, differentiation and growth. Check it out in the comments below. #ev #cars #electric

EV buyers spend an average of 14 hours researching across 24 touchpoints before they buy. Along the way they hear from AI agents, review sites, creators and friends. The manufacturer is just one voice among many, and often not the loudest. Our new report asks who, or what, is really shaping how people see your brand, and why what a brand does now matters as much as what it says.

Few categories have changed as much, or as quickly, as electric vehicles. Our new report covers the market shift, three provocations every EV brand faces, and a review of 10 of the most recognisable names, from BYD and Tesla to Volvo and Polestar. Plus expert insights from voices at Rivian, Genesis, Ford and MOIA.

Billions invested. Breakthrough tech. And yet, much of the EV category still looks, sounds and behaves the same. “Brand in the Driver's Seat” is Koto's view on how we got here, who's breaking away, and why brand needs to get back in the driving seat. With expert insights from leaders at Rivian, Genesis, Ford and MOIA.

67% of consumers say they'll stick with brands they already know as they move to electric. Heritage can be a real advantage, if you know what to do with it. The question for legacy brands is whether to carry it into the electric era, or leave it behind and start fresh. “Brand in the Driver's Seat” looks at who's getting the balance right, and why picking a lane matters.

“Brand in the Driver’s Seat” is here, our new report on why electric vehicle makers need to build real brand depth. Inside you’ll find five core chapters: → “The mainstream goes electric”: 1 in 4 new cars sold is now electric, yet over half of buyers have lost track of all the new EV brands → “Is it a car or a computer?”: the two playbooks EV brands are torn between, and why trying to be both risks blending in → “Stick or twist?”: should legacy brands carry their heritage into the electric era, or leave it behind and start fresh? → “Who’s steering your brand now?”: AI, creators and review sites all shape how people see your brand, so what you do matters as much as what you say → “Who’s leading the charge in brand?”: ten EV brands, from BYD and Tesla to Mercedes and Polestar, seen through sales, momentum and brand strength Check it out below.