As automakers become mobility providers, charging takes the place of fuelling, and product makes way for service, traditional brand strategies will be turned on their head. China-headquartered Nio is currently in the midst of a European push and establishing itself as a global player in the electric vehicle (EV) space. The company has taken the soft-touch sales approach so far that it’s almost a caress. But could it prove the ticket to success in this increasingly competitive and rapidly evolving space?
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