Here's How EV Obsession Creates Brand Excellence in the Exotic Car Market

As Tesla continues to rack up one competitive advantage after another, the EV (electric vehicle) obsession is moving up-market in a big and meaningful way.

Make that because Tesla is racking up accolades in just about every category, and providing brand WOW at every turn.

And it doesn’t stop at ultra high-end eco chic consumer. The world’s most exclusive and iconic auto brands like Lamborghini, Bentley, and Aston Martin are slowly becoming obsessed with EV as well. With 2020 just around the corner, EV obsession will be a massive competitive advantage at the very top of the auto market.

Globally, there has been no slowdown in the appetite for high-priced, full-throttle cars. That means the market competition is heating up. EV is now, more than ever, a definite differentiator. And just a few years ago it was basically dismissed as an “option”.

But the definite cool factor that brands like Tesla and Apple display on a daily basis can fast win over potential exotic car buyers. It’s well known that many billionaire tech moguls in Silicon Valley are cruising around town in the latest Tesla - in spite of the fact they could own anything (and probably do). The brand excellence of Tesla is clearly unmatched.

So imagine packing the punch of a Lamborghini with the brand power EV now brings to the table. In fact, Lamborghini’s CEO said in March at the Geneva auto show that it is open to an all-electric addition to its line-up of luxury sports cars. "Electrification is an area of great attention for us, but I'm not expecting it will happen in the short term - but maybe by 2025," CEO Stefano Domenicali told Reuters.

There’s similar talk among the others like Ferrrari, Bentley, and Aston Martin. Currently, all are enjoying a strong market and brand loyalty. Let’s see what happens as the EV ecosystem (batteries, charging stations, etc.) continues to mature and multiply.

Who will be the first to grab the EV brass ring?

Beverly is the author of the best selling book The Power of Real-Time Social Media Marketing. She also teaches the Global Business of Sports & Entertainment at UCLA Anderson School of Management and is a thought leader in IoT, Big Data and Digital Media trends.

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