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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.

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

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) 

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

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) 

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

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, 

Niche

Specifically designed for car fleets and companies relying on drivers to collect data and make driving safer for their fleets

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

Posted 
Sep 23, 2022
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