By Taylor Graveline
Luxury. Performance. Heritage. These pillars define some of the most iconic brands in automotive history. But as the industry pivots toward an all-electric future, even the most established names face an existential challenge—how do you stay true to your legacy while embracing the technology and innovation demanded by today’s consumers?
For automakers like Jaguar, a name synonymous with precision and elegance, the challenge of navigating the EV shift lies in balancing innovation with the legacy that defines their brand. While preserving this balance is no small task, it’s one that Team Velocity has played a critical role in addressing. Team Velocity is an automotive technology provider offering data-driven strategies to help dealerships attract, sell, and retain customers. Over the past decade, Team Velocity’s Chief Marketing Officer, Brittani Boice, has championed strategies that honor the past while preparing brands for the future.
“Brand loyalty is all about how you carry your legacy forward,” Boice explains. “In the EV era, automakers are presented a unique opportunity to show that their identity is just as powerful, no matter the drivetrain.”
Preserving Craftsmanship and Performance in an Electric Future
For automakers with storied legacies, heritage isn’t just history. Brands like Jaguar and Porsche have built their reputations on craftsmanship, performance, and design excellence, which have created loyalty that transcends generations. However, this EV generation introduces a challenge—honoring decades of tradition while delivering innovation that meets modern consumer demands.
“When brands integrate their history into their evolution, they reinforce trust and credibility, even in the face of industry-wide disruption,” says Brittani Boice.
Porsche exemplifies how timeless design can coexist with advanced electric powertrains, proving that sustainability and innovation align seamlessly with a brand’s authenticity. Similarly, Jaguar maintains its signature luxury and performance flavor while embracing the shift to an all-electric lineup. These strategies aim that even as technology evolves, the qualities that made these brands iconic remain central to their identity.
To further help automakers bridge the gap between legacy and innovation, Team Velocity developed Apollo®—a comprehensive Customer Experience Platform (CXP) designed to digitize the car-buying and ownership journey while delivering hyper-personalized customer experiences. Apollo empowers brands to tailor every interaction to help their heritage and identity remain central even as they adapt to changing consumer demands.
For these household names in this vertical, Apollo perfectly transforms customer engagement by connecting advanced EV features with the craftsmanship and luxury the brand is known for. Through precise, personalized messaging, Apollo aims that every interaction—whether online, in-store or through follow-ups—reinforces the brand’s core values while appealing to a new generation of eco-conscious buyers.
Guiding Customers Through the EV Transition
Despite growing interest in EVs, many consumers remain hesitant. Recent data reveals that almost half the car-buying population has concerns about charging infrastructure, maintenance costs, and EV’s overall reliability. For automakers, addressing these uncertainties is critical to selling cars and maintaining customer trust.
“This is where automakers need to work with their dealers and guide the customer,” Boice explains. “Loyalty isn’t only built in the showroom—it’s how you connect with, educate, and engage your audience across Tier1 and Tier3.”
Apollo’s AI-driven tools have the power to personalize these engagements at scale. For instance, a long-time Mercedez-Benz owner may receive communications focused on how the brand’s EVs maintain the driving dynamics they value. At the same time, a first-time buyer might get content about charging solutions or cost savings over time—this level of personalization positions automakers as trusted partners in the EV transition.
Key Drivers of Brand Loyalty in the Automotive Industry
Building loyalty in a market as dynamic as the automotive industry requires more than great products. According to Boice, three pillars are essential to fostering brand loyalty: consistency, trust, and personalization—all rooted in a brand’s heritage.
- Consistency: A unified voice across all platforms ensures that customers experience the same brand values whether online, in a dealership, or reading an ad. As Boice explains, inconsistency confuses customers, and confusion erodes loyalty.
- Trust: From upfront pricing to honest discussions about charging and maintenance, automakers should prioritize clarity to earn customer confidence.
- Personalization: Today’s customers expect brands to know their preferences and needs. Apollo gives automakers the confidence to deliver targeted campaigns that speak to individuals to help every interaction feel relevant and intentional.
Loyalty Through Legacy
Navigating the transition to an all-electric future demands precision, strategic insight, and a nuanced understanding of evolving consumer expectations. For more than a decade, Brittani Boice of Team Velocity has been instrumental in helping automakers bridge the gap between heritage and innovation, aiming for brands to stay true to their legacy while meeting the demands of a rapidly changing market.
Boice has led efforts to address this disconnect through hyper-personalized strategies that resonate with both loyal customers and new audiences with the creation of their AI platform, Apollo. Boice aptly notes, “Loyalty thrives when a brand evolves without losing sight of its identity.” In this next era of EVs, this balance is essential for building trust, fostering connections, and leading the industry into its next chapter.
Published by Mark V.
