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Sub-brands fast-track OEMs into new mobility trends

As current brand definitions struggle to capture new and emerging trends, OEMs are increasingly turning to sub-brands. By Megan Lampinen

In January alone both Kia and General Motors announced new sub-brands, joining the growing stream of brands within a brand. For Kia, the DRIVE WISE sub-brand will encompass its autonomous drive and human-machine interface (HMI) technologies. At GM, the OEM is launching Maven as an umbrella brand for its multiple personal mobility programmes….

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