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Car Industry Chronicles

Empathy and effort have made companies like Buick and Fiat adopt a second home country over the years

  • Some automakers work harder than usual for regional customers
  • When they appreciate that effort, the relationship quickly spirals up
  • Fiat has just taken its own with Brazilians to yet another level
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The 2018 Fiat Fastback Concept kickstarted Fiat’s rebranding process

Most companies use their nationality to help establish their public image. They often rely on the respective country’s positive stereotypes to make people believe that those will be extended to its products. For example, Italian companies will be passionate, French ones will be sophisticated, German ones will be precise… Some countries have become international symbols of that.

Automakers sell very expensive products which will be used for years, so they have to do whatever they can to keep their customer, more than simply attract them. When it comes to making them want their car models, some companies have gone so far to understand and support them that they’ve ended up being rewarded with a much deeper level of connection than what’s seen in general. …


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Car History Chronicles

Between 1954 and 1987, American Motors Corporation graced the market with models quirky in ways we’ve never seen elsewhere

  • The abridged version of the automaker’s history skips the best parts
  • Over 33 years, it had innovations from body style to foreign partners
  • Many of its business strategies are still interesting references today
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A coupé with opera windows, tall ride and AWD? That’s the Eagle

This automaker’s history is well-known. AMC was born from the merger of Hudson Motor Car Company and Nash-Kelvinator in 1954, which was the largest operation of this kind ever executed in North America. It started with compact cars and moved to larger ones later, but the increasing competition of Chrysler, Ford and GM and the oil crisis made its financial health spiral down.

Sadly, the well-known history of people and companies is usually a shortened version of what actually happened. If we took the time to properly research it, we’d notice that AMC had quite an interesting interpretation of how to design and advertise cars — some parts manage to still be relevant in nowadays. This Chronicle shows why AMC was much more than “the smallest of the Big Four”. …


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Car Style Chronicles

Nissan is the latest automaker to redesign its logo in a long time. What implications does this type of change have?

  • The logo is one of the most influential symbols of any company’s image
  • Some automakers are changing their to better adapt to the new times
  • Doing that well earns them new consumers while keeping the current ones
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2020 Ariya is the first Nissan to sport the new logo

The concept of brand is complex enough to exert influence over a complete company when it’s well-executed. It may affect production, supply chain, advertisement, customer care… as a result, it’s common to say that brands are much more than meets the eye. Nevertheless, the easily visible parts exist for a reason, of course. The logo represents much of what its company stands for.

Having that said, it’s easy to understand how important is the moment when a company changes its logo. …

About

Danillo Almeida

Writer and future engineer striving to work with car design. If you like cars but not the stereotypes that surround them, give my articles a try.

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