HomeResearchour purposeour aspirationcustomer profilesbrand adjectivess.w.o.t.Creativecreative brieftypefacescolor palettecreative conceptsExtensionShooplaglobal outreachemerging ideas
OUR PURPOSE
To drive human progress through
freedom of movement
OUR ASPIRATION
To become world's most trusted company
CUSTOMER PROFILES
Micah Allen
Brooklyn, New York
43-year old successful real estate agent, loving husband, and father of two boys
" My schedule is always hectic, and weekends are often busy with open houses. Therefore, vacation time is critical to bond with my boys and show them all our country has to offer.
We enjoy taking our bikes along as well as spend a leisure day on the beach playing games.

We love day trips as much as road trips, so we strive not to overwhelm the planet by driving high mileage cars. Efficient and spacious is the name of the game."
Tina Buchan
San Francisco, California
39-year old single financial analyst striving to find time to explore nature and all it has to offer
" I work long hours during the week and travel for business often.  Yet I highly value work/life balance. When I am not working, I love spending time with friends exploring nearby state and county parks and beaches. I surf, run, and mountain bike, so I always need room for my toys.

I shop local and support non-profit organizations, focusing on sustainability and nature. I would love to have a dog one day and my car should allow for taking my pup for a run on the beach."
BRAND ADJECTIVES
sleek
sustainable
performance-inspired
refined
stylish
powerful
innovative
versatile
vigorous
Strengths
• Legendary fan loyalty
• Designed and made in the USA
• Versatile all-electric crossover
• Modern eye-catching design
Weaknesses
• Late release on EV car market
• Modern design not welcomed by fans
• High price
• Cultural attitude of the audience
Opportunities
• Free use of charging station network
• Advancement into self-driving technology
• Complete car+maintenance+insurance package
• Modern car accessories line to fit the image
Threats
• Imprinted brand image
• Lack of popularity for crossover as a speed car
• Fails to gain popularity as a global brand
• Rise in production of EV and newer technologies
S.W.O.T