Next-gen cars must still retain their own brand identity

Collaborative partnerships with tech companies could help keep incumbents ahead of trends while still retaining their distinct signature. By Will Girling

For several decades, vehicle development has been characterised by a generally linear path of incremental optimisation. New models would be slightly faster, slightly more fuel efficient, and have a handful of new features. Previously, this helped automakers retain a strong sense of identity in the market, and certain reputations have proven resilient.

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