The automotive industry’s decarbonisation efforts have forced mass change on every OEM. However, sports car and luxury manufacturers find themselves at a particularly challenging crossroad.
It may seem a trivial matter in the context of the world’s climate crisis, but a key dilemma faced by automakers in the space is how the move away from internal combustion engine (ICE) tech will impact their brand identity. These OEMs have traditionally relied on aesthetics and guttural engine sounds rather than practical design and good fuel economy. Although electrification appears inevitable, one need only look at the public displeasure Ford weathered after announcing it was to use its Mustang brand to spearhead its electric SUV push to grasp just how delicate a transition may prove.
