Do you know what lies ahead on the horizon of the automotive industry? Here’s a glimpse, as we steer you through the path paved by leading auto manufacturers at the Financial Times Future of the Car 2023 Summit.
From Ferrari’s focus on driving pleasure, Aston Martin’s focus on performance and innovation, Renault’s commitment to sustainability, and Volkswagen’s collaboration with Huawei, each tale illustrates a dynamic and evolving industry. We analysed 433 articles published from May 5th to May 17th to understand the narratives shaping the automotive industry’s future.
Most Mentioned Brands
Ferrari: Driving Into the Future on Its Own Terms
Ferrari, holding a prominent 17% share of voice at the Summit, underscored its commitment to enhancing the driving experience above all. CEO Benedetto Vigna stated, “There are four kinds of software. There is performance software, there is comfort software, there is infotainment software, and there is autonomous. The last one, we don’t care.” This bold declaration from Ferrari’s leader highlights the brand’s emphasis on performance, comfort, and infotainment over autonomous driving technology.
The brand’s strategy involves not only championing e-fuels to sustain the internal combustion engine but also planning to launch battery-electric vehicles. All these initiatives align with their goal of becoming carbon neutral by 2035. The media’s portrayal of Ferrari’s commitment tells a tale of a brand that prioritizes driving experience, carving out a niche for luxury performance cars amidst the industry’s shift towards automation and self-driving vehicles.
Aston Martin: Revving Up with F1-Inspired Innovations
At the Summit, Aston Martin grabbed a 14% share of the discourse, revving up discussions about its recent success in Formula 1 and announcing audacious plans for the future. The brand’s Chairman, Lawrence Stroll, revealed, “Aston Martin will now focus on the front engine sports cars that are the core of the brand, along with adding variants of the DBX SUV.” Their ambitious roadmap includes launching eight new cars in the next two years and their first EV by 2025, integrating technologies and performance enhancements inspired by their F1 team.
Aston Martin’s media narrative brings into the spotlight the brand’s competitive spirit, blending traditional motorsport involvement with forward-looking electric vehicle development.
Renault: Powering the Drive Towards Affordable Electric Vehicles
With an equal share of voice as Aston Martin (14%), Renault championed the democratisation of electric vehicles (EVs). CEO Luca de Meo revealed Renault’s strategy stating, “So I think that there is some intelligence in that kind of concept, because it’s not only a product issue. It is a product-plus-regulation [issue] to enable efficient and low-impact human mobility.” The brand is currently developing an affordable, entry-level electric vehicle set to debut in 2027. This narrative positions Renault as a pioneer in making EVs more accessible, potentially igniting an industry-wide shift towards more cost-effective EV production.
Volkswagen: Navigating the Route to Affordable EVs and New Markets
Volkswagen, securing an 11% share of voice, expressed confidence in its ability to deliver affordable electric cars from its Skoda and Volkswagen brands. CFO Arno Antlitz asserted, “Now we can do a lot in terms of economies of scale. Within our volume brand group, we’re producing four vehicles along with Cupra and Skoda. That volume will help us to bring prices down to be competitive and also still make money.” The company also hinted at an exciting partnership with Huawei, aiming to bolster its foothold in China’s rapidly increasing EV market. Volkswagen’s narrative illustrates a brand with deep confidence in its capacity to offer affordable EVs and an eagerness to seize opportunities in the global arena. This media portrayal potentially nudges other brands to consider partnerships and strategies for expansion in untapped markets, like China, and reinforces the imperative for affordability in the EV landscape.
The Future of the Car 2023 event offered valuable insights into the plans and priorities of leading automotive brands. As the industry continues to evolve, these brands are demonstrating their commitment to innovation, sustainability, and delivering an enhanced driving experience. The future of the automotive industry looks promising and filled with exciting new developments.
A Note on Methodology:
CARMA analysed 433 articles published between May 5th and May 17th. This study relies on the utilization of CARMA’s technology and third-party data, which are collected through automated means.