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….
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