elf-driving cars are in the news constantly and the space is quite competitive. That said, there are many approaches - a "robotaxi" company might not position themselves in the same way as a traditional autonomous vehicle company would. As a brand designer or creative, it might sound cool and challenging to work with one of the innovative companies building the "future of transportation." We're starting our series of brand comparisons off with the Autonomous Vehicles Industry.
While there are countless companies in this space, we'll cover 5 different companies (Zoox, Cruise, Motional, Nauto, & Tesla) and identify their unique Positioning, Brand Pillars, Target Customer, Brand Look & Feel, Color Palette, Typeface, Key Assets, & Niche.
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1. Zoox
Brand Positioning
- Autonomous Vehicles & Robotaxi Service. Do not consider themselves “Self-driving cars”
- “A robotaxi built for the city”
Brand Pillars
- “Safer Streets”
- Journeys to enjoy
- Ground-up autonomy
- Fewer cars, less pollution
Target Customer
- For City-dwellers
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Look & Feel
- Sleek, sophisticated, modern, techy
- Dark blue/black backgrounds with stark pops of color
- Cool & futuristic
Colors
Gradients, #FFFFFF, ##000000, #00978c, #33ffc6‍
Typeface
Planer (modern rounded font)Â
Key Assets
Live Footage, videos of people/product in action, colorful video renderings, Loading Animation, Blog Content focused on Zoox updates
Niche
The city car built as a taxi to get from one place to the next with a unique, driverless design
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2. Cruise
‍Brand Positioning
- “Driving cities forward”
- Community-driven
- Responsibility
- “Our all-electric, self-driving car service gives you more freedom, time, and peace of mind.”
Brand Pillars
- Safe
- Sustainable
- Inclusive
Target Customer
- For city-dwellers (only in SF currently)
Look & Feel
- Light & airy
- Trustworthy
- Vibrant
Colors
#FFFFFF, ##000000, #fff3e1, #ff4d37‍
Typeface
F37 Giner (modern sans-serif geometric font)Â
Key Assets
Live Footage, videos of people/product in action,Blog Content focused on Cruise updates & community updates
Niche
- Feels like a normal car with extra tech
- Emphasis on impact on community
3. Motional
Brand Positioning
- Robotaxi service
Brand Pillars
- Safe
- Reliable
- Accessible
Target Customer
- For city-dwellers
Look & Feel
- Modern
- Bright & Techy
- Clean
Colors
#FFFFFF, ##000000, #5C48F6
Typeface
Aktifo-B (geometric & contemporary)
Key Assets
Live Footage, Video Interviews, Photography, Interactive Parallax Scrolling on site, videos of people/product in action,Blog Content focused on Motional updates & community updates
Niche
Partnerships with other ridesharing services, like UberEats, Lyft, and Via
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4. Nauto
‍Brand Positioning
- Predictive AI Dash Cam
Brand Pillars
- Safe
- Reliable
- Accessible
Target Customer
- Car Fleets
Look & Feel
- Simple
- Light
- Modern
Colors
#FFFFFF, ##000000, #00b35a, #e5f6ea‍
Typeface
Circular (geometric sans-serif)
Key Assets
3D renderings, Photography, Iconography,Â
Niche
Specifically designed for car fleets and companies relying on drivers to collect data and make driving safer for their fleets
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5. Tesla
‍Brand Positioning
- The Future of Driving
- “Autopilot”
- Self-driving is a feature of the car, not necessarily the entire sell
Brand Pillars
- Innovation
- Sustainable Transport
Target Customer
- Consumers & drivers of electric cars
Look & Feel
- Sleek
- Modern
- Simple
Colors
#FFFFFF, ##000000, #cc0000, #333333, #666666, #999999, #4a7381‍
Typeface
Gotham (geometric sans-serif)
Key Assets
Test Pilot Videos, Photography, Designed Graphics
Niche
- For the individual driver
- Electric Vehicles
- Brand Awareness
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Comparing Brands: Self-Driving & Smart Cars
