CHARGE.CARS
Looking for the spark
Small Intro
The reseach below is based on the trend categories that can be called meso-trends. We understand that the decision-making period for Charge is longer than the decision-making for Fashion products or simple fast-moving consumer goods. That is why we did not look at micro-trends that have an active life of no more than 12 to 24 months. Our task was to identify the deeper layers of consumer behaviour to build a communication strategy that will stay of relevance and actionable for several years and will help Charge to work with their target audience in a more proper and accurate way.
Some of the category trends presented here can change within a relatively short period of time, as they are directly dependent on federal agendas and political decisions. But the upside is that the federal structures are more inert and, if the changes will occur, the consequences for the consumers will take around a year rather than days or weeks as it happens with micro-trends.
CHARGE.CARS have more opportunities and wider geography of recruiting the narrow target segment

The reason is number and variety of EV's is growing.
Number and variety of EVs is growing globally.
As of March 2018, there are some 45 series production highway-capable all-electric cars available in various countries.

Top two producers are from China: BYD и BAIC
BYD is the world's biggest electric-vehicle maker run by a former battery engineer who stays under the radar. In 2017, BYD sold more electric cars, including plug-in hybrids, than any other car company in the world—including Tesla.

2017 was a record number of 1 mln EVs sold globally. This is 54% more than in 2016.

In Norway 39% of new autos were electric. This is the most advanced market globally from the point of view of EV share.

More than half of global sales occured in China. USA EV share is twice lower, it is second largest market in the world.

Forecast
:
By 2040 55% of all new car sales will be EV and 33% of the global fleet will be electrical.
It is recommended to focus communications on the functional features of the battery: charge speed, the need for the charging station at home, etc.

Battery cost determines the market growth but decreases fast

Barrier: Battery is one of the key components and consumers have some major concerns about it.
  • Price of EVs depends largely on cost of the batteries, that can account for 40 percent of vehicle costs. Batteries are currently expensive, but costs are dropping quite quickly.
  • Batteries are mostly produced in Asia and depend on rare components.
  • Battery takes up too much place in the car and doesn't provide enough charge so far.
  • A battery takes a while to recharge. Technology is not quite ready for battery swap during parking.
  • An EV owner needs to install a charging station at home.

But batteries are becoming cheaper and more available. The number of battery makers is also rising sharply and volumes as well as performance are going up, driving down costs with better output. Battery production is expected to double by 2021 with a variety of consumers from EVs to grid storage system for renewable energy producers and distributors. BMW and Porsche demoed super-fast electric car charger. China is working on swapping batteries
CHARGE.CARS should position itself as a private company.
1) As infrastructure is the Barrier for EV-transport development we should promise that as a private company will always work on developing it. 2) Government support is important but could end rapidly. Being private will be attractive here.

Barrier: Growth of EV depends on the infrastructure availability: first of all, meaning publicly available charging stations.
  • Private chargers at homes and workplaces were estimated to number almost 3 million worldwide in 2017.
  • Publicly accessible chargers compliment the private ones and are an important element of the infrastructure. Most of these are slow charging stations.
  • Fast chargers are especially important in densely populated cities and are also essential to increase the appeal of EVs by enabling long distance travel.
  • Large markets (China, EU and USA) understand this and take active measures to grow the number of stations and their density.

In addition to developing the charging stations network, the state policy mostly defines the growth of EV use itself (as of now).
In the nearest future the most aggressive policies will be implemented in China and California as well as European union with their CO2 standards till 2030. The goals of electrification of the car industry proclaimed by India and other countries also point to further growth of the EV market

There is no guarantee that the government support will last
Future of EV is in China.
The future of EV will not depend on what happens in California but on the decisions made in China.

The future of EV will not depend on what happens in California but on the decisions made in China.
There are some 3mln electric vehicles worldwide, about two-thirds of which are made and used in China. Production of electric and other non-petrol vehicles in China rose to 500,000 in the first half of 2018. Bain has predicted penetration of battery-powered electric vehicles in China to reach 18 percent in 2025, and likely top 70 percent by 2040.

China's battery sector supplies the majority of all battery production and is a leader in the technology involved.

There are currently 393 companies that make electric vehicles or electric-vehicle parts in China. At least 55 of them have licenses to assemble and sell passenger cars under their own name or for other brands.

China already sells most EVs in the world, and it's likely to maintain its hold at the top for the foreseeable future.
What it means for Charge.Cars:

  1. China's model is to copy the design of the Western cars and create their cheaper versions for the local market. This production cannot compete outside China with Charge.
  2. It is recommended to follow closely the EV market in China, its trends that will affect the global market.
Concern: President Trump is proclaiming sanctions against China.
Global EV's market is growing, especially with government support

EV market is growing but there are barriers. As one of the main barriers is the delivery period, it is necessary to compensate for this disadvantage by various marketing activations.
The EV market is dominated by the countries with active government support of the market. China depending on oil import, provides a lot of EV support and that's why it is a leader.

Cumulative passenger EV sales worldwide hit 4 million in the 1st half of 2018, according to Bloomberg New Energy Finance. The next million EV mark could be reached slightly later if Tesla Model 3 sales slow down, the firm noted. But even then, the milestone would still be well within sight.

Sales were driven in large part by China, which is responsible for around 37 percent of passenger EVs sold around the world since 2011 and around 99 percent of e-buses.

Private companies also develop market/infrastructure
Private companies can also support market growth. Ford and the big three of the German producers has announced the development of a fast-charging network in Europe. This means future of EV is in batteries.

The Munich-based joint venture, called Ionity, was created a year ago by BMW, Daimler, the Volkswagen Group and Ford.

The group said it will establish 400 fast-charging stations across the continent by 2020, making it the biggest project of its kind among traditional carmakers, which traditionally play no role in fuelling cars they sell.


In the USA private companies take part in incentives programs for EVs.
In some US states, car companies have partnered with local private utilities in order to provide large incentives on select electric vehicles. For example, in the state of Indiana, Ohio, Kentucky, North Carolina, South Carolina and Florida, Nissan and NextEra Energy, a local energy company, are working together to offer $10,000 incentives on the all-electric 2017 Nissan Leaf.

MARKET OVERVIEW
CHINA
The electric vehicle industry has been rapidly developing internationally due to a confluence of factors such as government support, industry shifts, and private consumer demand. The automobile industry in China has also begun to develop a large and reputable electrical vehicle sector, supported by both the private and public sector.

Nevertheless, the barrier for this market growth is the big number of local manufacturers. Experts think that not all of them will survive without government support, that is why it is hard to assess the real volume of local EV production.

Although less Chinese would use cars to show off their social status nowadays most consumers still consider it as one of the most important consumption decisions and tend to emphasize on quality. There is strong preference on luxury brands.

Audi was number one in China from the moment of entry. Mostly because it was the car of choice for the China's government officials. In 2017 it lost leadership to BMW and Mercedes-Benz.

China's booming car-sharing market mainly revolves around electric vehicles. Car-sharing companies are now also responding to a demand from China's aspiring, tech-savvy millennial consumers for a ride-sharing aspect to their high-end lifestyle.

What it means for Charge.Cars:

China's EV market will change in terms of the local manufacturers set once the government support stops. But it will stay the most attractive globally.

As currently Chinese manufacturers focus on low-budget models, despite the demand for luxury EV range, they are no competition to our brand.
MARKET OVERVIEW
EUROPE
NORWAY
World leader of EVs per capita (and Teslas per capita).

A generous state incentives system is in place since the 1990s. Drivers benefit from free parking and free charging in public places and no annual road tax.
Road toll charges are waived and electric cars are allowed to use bus lanes.

Norway also has the world's largest fast-charging station, capable of charging up to 28 vehicles at a time in around half an hour.

Oslo is known as the EV capital of the world because of its high proportion of electric vehicles.

By some estimates electric vehicles sales may constitute almost a third of new-car sales by the end of 2030.

Barrier: Drivers sometimes struggle to find an available charging point in central Oslo. That's because the number of charging points per vehicle has dropped from one charger per four cars, to one charger per 10 cars.
GERMANY
That country is now Europe's second-largest EV market, outperformed only by Norway.

Chancellor Angela Merkel set the goal in 2010 to deploy one million electric vehicles on German roads by 2020.

In 2017 Germany promised up to 1 billion Euro in grants to build a battery-cell production facility on the continent. Premium cars are not eligible to the incentive.

The Germans are now introducing their Tesla fighters as consumers are beginning to adopt electric cars on a larger scale, driven by regulations that are making their diesel-guzzling variants more expensive and electric cars becoming cheaper and easier to own.


FRANCE
The adoption of plug-in electric vehicles in the France is actively supported by the French government through a bonus-malus system and other incentives. France was one of the first countries in the world who introduced a bonus-malus taxation system back in 2008.

In 2017 France built more charging stations than any other country in the world. By installing almost 12,000 charging points, France was ranked first in the list of the countries with the fastest EV adoption index.

Beloved French car brands like Renault, Peugeot, and Citroen are getting serious about sustainable transportation. For example, Renault has announced its ambitious plans to put twelve new electric models on the road by 2022.

The yellow vests have grown as a popular movement filled with many groups who feel they have been overlooked and stigmatized by Parisian elites. CONCERN: An expensive electric car might become a red rag for them.


UK
Sales of electric vehicles reached a record high in Aug 2018, accounting for one in every 12 new cars purchased in the UK. There are now more than 115,000 electric cars in the UK.

Government is focusing on boosting adoption of electric vehicles by providing subsidies and incentives on these vehicles.

Measures are taken to develop the infrastructure by the government and private companies.

London to spend £18m on preparing London for new electric black cabs.


ICELAND
MARKET
Iceland is a small country by measures like population and population density. But this small island nation is leapfrogging into position as a leader on electric mobility. Halfway through 2018, the EV share has increased to 13.5%. For comparison: The EU average electric vehicle share was 1.4% in 2017. Renewable power, low electricity prices paired with high fossil-fuel prices, and a high urbanization rate make Iceland an ideal market for EVs. In Iceland, virtually 100% of electricity is generated from renewable sources.
GOV. SUPPORT
Excises exemptions for low CO2 emission cars.
Iceland exempts vehicles emitting up to 80 g CO2/km from import excise duties, which can reach 65% of the vehicle's customs value if emissions exceed 250 g CO2/km. In addition, in 2012, Iceland was one of the first countries in the world to introduce value added tax (VAT) exemptions or discounts for low-emission vehicles.
INFRASTRUCTURE
In addition to financial incentives, the fast rollout of public charging infrastructure, including fast charging stations, is a top priority for the Icelandic government. National grants amounting to about 200 million Icelandic krónur (about 1.63 million euros) over a three-year period (2016–2018) could more than triple the number of fast-charging stations on the island.

SWITZERLAND
MARKET
Another EV laggard is Switzerland, a small auto market that's dominated by German and French brands. EV sales are growing at a modest pace – the BMW i3 is currently the most popular model, followed by the Tesla Model S (according to EV Sales).
GOV. SUPPORT
However, while a few individual cantons have pro-EV measures in place, the Swiss federal government has none.
INFRASTRUCTURE
Because the Swiss government expressly does not see a role for itself in supporting the development of a charging infrastructure, the utilities have taken over the role as active promoters of electric vehicles.

SUVs are in demand

The Swiss love their cars every bit as much as Americans do, and in recent years they've fallen for SUVs in a big way. According to the trade group auto-schweiz, the market share of 4x4s grew from 25% in 2008 to over 48% in 2018
NETHERLANDS
MARKET
The Netherlands experienced a stunning 31% market share of plug-in electric car sales for the month of December 2018. The total number of passenger car registrations increased more than four times to 6,232. Dutch trains, subways, and trams are 100% electric, and they are entirely powered by clean wind energy.
GOV. SUPPORT
EVs are actively supported by the Dutch government through the exemption of the registration fee and road taxes. Due to its relative small size and geography, the Dutch government set a target 200,000 vehicles in 2020; and 1 million vehicles in 2025. In Amsterdam EV owners also have access to parking spaces reserved for battery electric vehicles, so they avoid the current wait for a parking place in Amsterdam, which can reach up to 10 years in some parts of the city. Free charging is also offered in public parking spaces.
INFRASTRUCTURE
EV charging capital of EU. No other country in the European Union has more public EV charging stations than the Netherlands: 32,875 – or 28.1% of the EU total. The number of quick charging points increased between 2011 and 2018, where in 2018 there were 787 quick charging points in the Netherlands.

MARKET OVERVIEW
NORTHERN AMERICA
USA
MARKET
USA has low EV penetration but it's a large market ready for their growth. California remains the state leading the electrification charge. There, plug-in and battery electric vehicles made up 4.8 percent of total car sales in the first quarter of 2017.
GOV. SUPPORT
California also offers the most rebates and incentives of any state, including granting drivers of alternative-fuel cars HOV lane exemption and a Clean Vehicle Rebate Project that provides $1,500 to $2,500 to consumers who purchase light-duty zero emission vehicles and PHEVs. With the US exporting more oil than it is importing, there are now fewer incentives to keep supporting the tech.
INFRASTRUCTURE
Earlier this year, California Governor Jerry Brown signed an executive order setting a goal of five million electric vehicles on the state's roads by 2030. This $2.5 billion initiative will also help to bring 250,000 vehicle charging stations and 200 hydrogen fueling stations to the state by 2025.
CANADA
MARKET
Nearly 35,000 plug-in electric vehicles have been sold in Canada by the end of September, an increase of 158% compared to this time last year. At current rates, Canada will see more electric vehicles (EVs) sold across the country in 2018 than the previous three years, combined. Long waiting period and deficit of supply. For people in the market for an electric vehicle in Canada. Waits of up to a year are not unusual, and availability of demonstrators is spotty.
GOV. SUPPORT
The Government of Canada has also worked with U.S. counterparts to create a Canadian version of their Alternative Fueling Station Locator map to ensure that all Canadian drivers and fleet owners have the most current information at their fingertips.

INFRASTRUCTURE
The Government of Canada announced a $120-million investment to expand the network of electric vehicle charging and alternative refuelling stations across the nation.

MARKET OVERVIEW
MIDDLE EAST
It is necessary to work carefully on this prospective market and follow the political situation closely.

Experts say Middle East market will grow twice as fast as more mature markets by 2030.
But there is a Barrier: the truth is that politics and especially oil-dependent economies could derail growth prospects in the next few years.
We should communicate how operating an EV in hot climate is easy. Show examples of how they are used in regions with similar climate.
Barrier: Air conditioning—essential when the temperatures are regularly above 40 degrees Celcius in the summer—will drain an EV battery, decreasing the range.

Rich countries of the region will welcome a car like Charge, if the brand is ready to be a pioneer on the local EV market.
One fascinating aspect of this region is the automotive diversity in it. While some oil-rich Gulf countries are heavy on large, powerful SUVs due to cheap fuel, others that aren't fortunate to have oil actually see compact sedans and crossovers growing their popularity.

In rich countries EV adoption will be made from the top down, with big, powerful EVs — like the ones of Tesla, Audi, Mercedes, and Jaguar — will be needed to change mindsets and break the mold, bringing in a more EV-friendly environment.

Countries with no infrastructure are not recommended for Charge.
Most markets still lack this important stepping stone, making most EVs urban/regional cars, unable to do cross-country trips.

Of course, Tesla in Jordan and the UAE are the exceptions. The official presence of the brand came with Superchargers in the most popular areas. Jordan now has 4 Superchargers and another on the way, while the UAE has 3 working and another 4 said to start soon.
Access to cheap fuel and popularity of supercars can become a barrier for the mass popularity of budget EVs, in addition to hot climate.
The situation can change by 2020 when an incentives program will start working (free parking, registration discount etc).

JORDAN
Jordan positions itself as an EV leader in the region. This is one of the few countries here that has no oil reserves to produce. So the government is forced to promote EVs.

Jordan, bordered from all sides by oil and gas exporting neighbors, is a rare non-oil producing country in its region. An obvious outcome, therefore, has been continuous search for fossil fuel alternatives. One such alternative increasingly promoted by the government has been electric vehicles (EVs).

In an effort to encourage the use of EVs in the kingdom, the government has waived import duties on them and on parts used for charging EVs.

Tesla officially arrived to Jordan and opened 3 Supercharger stations.

Uber promised to make half of its market electric in 2018.

OMAN
Another country new to plug-ins, the sales numbers are still symbolic, with both 2017 and 2018 unable to cross into three-digit numbers.

This is another market with a top-down approach to PEVs, as the best sellers are high-end plug-in hybrids (BMW i8, Mercedes GLC350e, and Porsche Panamera PHEV), where people buy them first for their performance and prestige, with the plug-in aspect of the vehicles coming in second.

What it means for Charge.Cars:
A new market for EVs. Although it's development will likely start with luxury EVs, experts say it is not ready for EV yet.

SAUDI ARABIA
Saudi Arabia wants to cut domestic consumption of oil, making more available for export, as well as to cut its carbon emissions. Temperatures in the desert Kingdom can exceed 40 degrees Celsius in the summer, so the effects of heat, sand, and dust are to be monitored through the EV pilot project.

Also the Saudis know that their oil will likely be worthless in as little as 15 years. To diversify its economy and reinvigorate growth, Saudi Arabia is investing significant amounts of money into renewable energy.

The largest automotive market in the region (600,000 units) has a token EV market, having crossed 100 units/year in only 2015 and 2016. Sales have been based in high-end PHEVs, and the current best sellers are the BMW i8 and Porsche Panamera PHEV, two models that excel in power and luxury, and where electric drive takes a back seat.

What it means for Charge.Cars:
EV market that will become active in the nearest 6 years. Recommended for consideration.

UAE
Along with Israel, this is the most developed PEV market in the region, not only regarding sales (close to 2,000 units have landed since 2012), but also regarding charging infrastructure, with Dubai having some 200 charging stations and Abu Dhabi around 20. There are about 4,000 hybrid and electric vehicles on the road now in Dubai, including fewer than 1,000 fully electric vehicles.

Incentives are also not forgotten, with the UAE government targeting to have 42,000 electric cars on the roads in a few years. For that purpose, in September 2017, the Dubai Electricity and Water Authority (DEWA) and the Road Transport Authority (RTA) announced incentives for electric car drivers, ranging from free public parking and charging to toll/fee exemptions and discounts on electric car registrations.

The Tesla success is the driving force for EVs in the UAE, with the American brand being responsible for roughly half of the PEV fleet, but there are also other plug-ins doing well, like the BMW i8 and the Mercedes GLC350e. More recently, the lower end of the market also started to shake a little, with the arrival of the Renault Zoe and the Chevrolet Bolt.

What it means for Charge.Cars:
A new market for EV. Its active growth will start with luxury EVs. Experts say it is not ready for mass EVs. Recommended for consideration.
MARKET OVERVIEW
SOUTH AFRICA
Mostly the African countries are demanding budget autos. Experts forecast the market will be supplied by used EVs from other countries.

South Africa is one market that stands out.
Electric cars landed in 2014 with the Nissan Leaf. BMW arrived one year later, introducing its i3 & i8 models. While the Leaf hasn't really caught on, delivering 43 units in its best year (2014), both of BMW's i models have been delivered in relatively significant volumes, with the total figure now being some 600 units. Overall, share wise, EV adoption in the country is barely noticeable (0.03%). It was enough, however, to encourage Mercedes and Porsche to start delivering a limited number of their PHEVs in the country in 2018.

The government does nothing to support EV: will not remove import tax and does not support infrastructure.
The Automotive industry has urged the government to create a market for electric vehicles in South Africa or face the prospect of the sector being left behind international developments.

BMW and Nissan agreed to develop a network of charging stations for their production capacities.

What it means for Charge.Cars:
Not recommended for the brand.

MARKET OVERVIEW
LATIN AMERICA
The slow uptake of electric vehicles across Latin America is due to a number of roadblocks which look unlikely to change in the near future.

In Latin America, there are many obstacles preventing the widespread adoption of electric vehicles. In comparison to Europe, Asia and North America, Latin America's level of infrastructure and economic diversity are holding the region back, with Latin America being one of the most unequal regions on the planet. The disparities between city and urban population, elite and other also limits the location of the customer base for extensive uptake.

Most Latin American markets have only had scarce experiences with electric vehicles so far. Many have not even seen plug-in hybrid vehicles yet, so importers and dealers are unable to build upon previous knowledge obtained in past rollouts. Subsequently, everything from standards implementation, dealer training and legal requirements through to aftersales challenges is new, and needs to be thoroughly analyzed and defined before the market introduction of a BEV.

However, as is usually the case in Latin America, governments are not moving quick enough. Market penetration will presumably happen sporadically, scattered throughout society and confined to the affluent in a few major cities: Mexico, Buenos Aires, Rio de Janeiro, Sao Paolo


MARKET OVERVIEW
INDIA
MARKET
India has been a laggard in the global race toward electrification of automobiles, with no clear guiding policy unlike China.

At the moment, the main incentive for brands India is offering is the size of its domestic market. This is a great incentive for large foreign manufacturers, such as neighbour China which is rapidly building and expanding its own manufacturing capacity now accounting for 50 percent of global EV sales.


GOV. SUPPORT
Regulatory and fiscal support is also yet to achieve serious dimensions and come of age commensurate with the goal.

INFRASTRUCTURE
Most EVs in India presently rely on domestic sockets for charging batteries, and there are hardly any publicly available charging stations.

Undeveloped market but attractive by its volume.
MARKET OVERVIEW
JAPAN
MARKET
Japan world infrastructure leader. But low EV sales. Although the government claims all cars will be electric or hybrid by 2050.

Japanese are not environmentally-oriented and were buying hybrid cars only because of government incentives. EV sales are lower because they remain relatively expensive and inconvenient compared to gasoline-driven cars.
GOV. SUPPORT
Its government wants all new passenger cars to be either electric or hybrid by 2050. The government's goal is to have fast charger every 9.3 miles (15 km) or within every 19-mile (30-km) radius. To support BEVs, operators can get subsidies of ¥5 million ($47,000) per charger and up to ¥45 million ($420,000) for construction costs.

INFRASTRUCTURE
Japan leads the world in charging infrastructure (more than 27,000 public charging spots), with 20% of its fast-charging stations (40% of all in the world). All that infrastructure hasn't significantly boosted EV sales, however: They make up only 1% of all car sales. But Japan does have ambition.

Bloomberg | October 2016
$100,000 luxury cars are hot in Japan, $10,000 cars are not
Japanese consumers are raiding discount stores for everything from cheap shampoo to furniture. When it comes to automobiles, it's the Rolls-Royces and BMWs that are moving off the dealer lots.
19% increase
Luxury imported cars costing 10 million yen ($96,500) or more surged
11% slump
Minicars which starts at about $11,000
Japan market shows increase of luxury cars demand and low sales of budget cars.

What it means for Charge.Cars:
As Japan is the infrastructure leader and the demand for luxury cars is high, it is recommended to focus on this market.

MARKET OVERVIEW
SINGAPORE
MARKET
A number of electric cars are already selling here - the BMW i3, Hyundai Ioniq Electric and Renault Zoe. More will arrive shortly, including those from Porsche and Jaguar.

GOV. SUPPORT
Singapore has a scheme that grants electric vehicles up to $20,000 in tax breaks. Plus, electric vehicle drivers will avoid more than $10,000 in petrol duty over 10 years.

INFRASTRUCTURE
Singapore is a small country. If a car has a range of 400km, it will be able to cross the island 10 times on a single charge. They don't need superchargers there. Singapore has a growing network of electric vehicle charging points.

To build up charging infrastructure and encourage more people to own electric vehicles, utility provider Singapore Power (SP) announced in mid-June that it will be installing 500 new charging points across the island by 2020.
The first batch of 30 was launched by the end of 2018.

By 2020, too, electric car-sharing service BlueSG aims to make 400 of its charging points available for public use.

All these mean that drivers can expect close to 1,000 charging points in 2020.

In 2020 Singapore is planning to have good infrastructure. Compared to other cities in the world Singapore has the highest wages after tax (Deutsche Bank). Expensive cars sales are high.

This market is recommended in 2020.
Target audience
LESS INTERNATIONALISATION/ MORE LOCALISATION
In the coming decade, it will be increasingly important to segment and understand the wealthy at a more detailed level – most likely defined by cities within countries. Brands should also be prepared for the non-linear development of economies and wealth creation.
PUSHING FRONTIERS WILL GENERATE NEW SPENDING OPPORTUNITIES
The wealthy have always been among any early adopter group, and new frontiers will become the focus of both luxury consumption (such as space travel) and of investment.


EXPERIENCE MORE DESIRED THAN PRODUCTS
Growing discernment among the rich in emerging markets will increasingly shift luxury consumption away from product purchases to experiences such as space travel and underwater holidays.
EXCLUSIVITY AND PERSONALISATION SOUGHT
As well as fundamental rarity, personalisation will be the second major driver of exclusivity in the next decade. This will be manifested in tailored and unique products, through to one-off experiences.
INTIMACY: PRIVACY AND CLOSENESS WILL GAIN IMPORTANCE
There will be an increasing desire for privacy among the wealthy in the future, yet at the same time a desire for greater intimacy among the select providers they trust.
EMOTIONAL INDULGENCE:
Emotional and sensorial intensity have become essential components of consumer motivation, gradually becoming an escape from the stress of everyday life (somewhere between an act of self-comfort and an act of self-reward), brands have been attempting to cater to these news demands by investing imaginaries that are more psychological, introspective.
RENEWED AUTHENTICITY:
Transcendence, both in regards to creative expression and time, has become a new necessity for consumers who expect a meaningful relationship with their luxury brands. The latter are now more than ever expected to build on their historical brand DNA, to cultivate a sense of purpose and meaning. This dimension is particularly pronounced among Millennials (consumers express wanting « to carry along with me a little bit of Maison Dior », a bit «l'homme de génie » for YSL…)
CALIBRATED QUALITY:
Expectations in regards to quality have also intensified, with maturing consumers pushing brands to renew their commitment on fundamental promises such as quality ingredients and materials, historical know-how, attention to detail…All the while bringing pragmatic innovations to the table that appeal to our modern connected lifestyles (integration of digital interfaces, integration of artificial intelligences) and that allow more fluid interactions between consumer and brand.
PROJECTED SINGULARITY:
This longing for meaning becomes a journey in which one may construct his own identity, as consumers are searching more and more for new vectors of self-expression and differentiation. Across all countries, the appropriation of signs & symbols is growing more subtle and fragmented; largely because of the multiplication and diversification of interactions with brand universes through applications, social media platforms, chatbots and highly bespoke services. Assuredly, luxury has indeed become augmented.
CHINA
China luxury consumers stand out globally
THE YOUNGEST CONSUMER
It's the youngest market, with an average owner age of 36, whereas Germany is 53 and the United States is 52.

This much younger age means being more oriented to future technologies, connectivity and digitalisation. Key drivers: They Feel Lucky, Empowered, and Free. Intense curiosity, they looking for "news and fresh knowledge in internet".
FAMILY CONSUMER
The family culture is all-important in China.

For example, the Porsche Experience Centre offers a diversified environment for multiple purposes, allowing all family members to have fun regardless of their gender, age and driving experience.
CULTURE SENSITIVE
Local culture is very peculiar and communications on the market will demand careful localization to avoid scandals such as Dolce&Gabbana with their major 2018 misstep.
WOMEN CONSUMER
In China, there is a higher percentage of women in leadership positions than there are in Western countries. Luxury is used as a way of signaling their social status, and they use it as a form of self-expression. But it is apparently still very male-dominated. So women are also looking for ways to emulate some of the attributes that men have – status, power, and success. They seek it in automotive, apparel and accessories.
A LOT OF REGISTERED AND UNREGISTERED UHNW'S
Hurun report estimates, for every known billionaire there is at least one unreported billionaire. In 2015 there was 715 billionaires in Beijing alone. There are 3000+ UHNWIs in Beijing and Hong Kong combined.

2% of the country's wealthy account for 33% of the world's luxury spending.
IN GENERAL. CAR CONSUMPTION
Chinese consumers love technology, gadgets and brands that make them 'cosmopolitan pioneers".

Choosing a status cars should highlight their individuality and sophisticated expertise in cars. Their choice should be obvious for them and for the people around them.
How to sell to the Women Consumers?
You want to be able to make them the central characters in the story.

They should not be secondary and should not play supporting roles. It should be about them. The other thing is to contextualize the experience. It needs to be very specific and unique to women. Making the context relevant to her.

Women do not live in a vacuum. Men are a key alliance for women, so bringing them into the conversation and allowing them to have a perspective that supports women is very important.

You should connect woman through networks. Mercedes did a good job with their "She is Mercedes" campaign. They profiled the optimism of women globally. It is not only about creating a campaign, but also about linking women together. It is not enough to put an ad out there. It works a lot better if these women are able to be inspired by one and another. The brand just acts as a facilitator for that.
Mercedes-Benz continues in 2018 its campaign highlighting women business owners and professionals (which it launched in 2015) with the latest profiles for "She's Mercedes": Mette Hay, co-founder of Hay Design in Copenhagen; stylist and fashion blogger Lizzy van der Ligt in Amsterdam; and illustrator Olimpia Zagnoli in Milan.

She's Mercedes is a platform dedicated to inspiring, connecting and empowering women to unleash their best. She's Mercedes consists of networking events, a print magazine and digital hub.
Chinese women are very enthusiastic about buying cars on e-commerce sites like Tmall.

Women make financial decisions a little bit differently than men. They like to gather a lot of information, look at that information and analyze it, and then come to a decision.

There is a different process that is more time-intensive. In general, when women go through that process, there's slightly better performance in terms of the quality of that decision.

Online channels enable them to do more research. They do not have to get involved in haggling. They just want the facts and to make the decision themselves. That is a very female-centric mindset.
NORTHERN AMERICA
FIVE TYPES OF LUXURY CONSUMERS in USA
STRIVERS / 24%
They see luxury as the evidence of success. This is one of the youngest groups surveyed: 57 percent are between the ages of 18-34. They also have the highest percentage of men of all five groups, coming in at 58 percent. When making purchases, Strivers are most likely to be influenced by social media influencers, family members, and TV shows.

Strategy: Focus on communicating "the dream" and aspirations of your brand.
ONLY THE BEST / 23%
They see luxury as unsurpassed quality and service

Older skew. Most likely to be influenced by search, online reviews, and recommendations from their friends.

Strategy: Communicate the performance and leadership of your brand. Focus on your product or service's experience in its respective category, and put a particular emphasis on engaging older consumers.
TRENDSETTERS / 16%
They see luxury as a way to set themselves apart. Heavy demographic tilt towards younger consumers. This group also has the highest percentage of multicultural consumers, with 40 percent of Trendsetters identifying themselves with an ethnicity other than white. The Trendsetters also have the highest percentage of consumers from the southern parts of the U.S. Most likely to be influenced by social media influencers, shopping websites, and their friends on social media.

Strategy: Show your brand can help them retain their leading-edge status and put a particular emphasis on influencer marketing in your media plan.
COMFORT FIRST / 23%
They see luxury as unsurpassed quality and service

the highest percentage of people ages 65+. Most likely to be influenced by online reviews and brand websites.

Strategy: Unlike some of the groups, brands can and should downplay status and image as part of their communications. Instead, they should focus on communicating the comfort and ease that their products or services provide.
AESHETES / 17%
They define luxury as the pinnacle of aesthetics and design

Older ages and bigger skew on women. Most likely to be influenced by brand websites, online reviews, and search.

Strategy: Communicate the exemplary design and craftsmanship of your products. Brands should associate themselves with artists and other influences in creative fields, and put a particular emphasis on engaging older consumers.

Canada. Exceptionally tolerant to immigrants
HIGH LEVEL OF RICH IMMIGRANTS
Canada has sustained exceptionally high levels of immigration. Over 46,000 wealthy immigrants took a back door into Vancouver and Toronto's housing markets over the past three decades.
HOT MARKET FOR LUXURY CARS
A growing appetite for luxury driven by super-rich immigrants, moms, and millennials.

Reco:
Vancouver is the place where luxury cars are popular:

Target local super-rich residents: moms and millennials.

Target the rich immigrants.

Sell the luxury car as the dream for the people who made it in life.
EUROPE
Europe luxury consumers
IN GENERAL
Concerning the definition of luxury, the notions of quality (86%) and elegance (60%) come first, far ahead of tradition (34%) or high price (22%), no matter the nationality of the consumers. These characteristics, although relatively stable from one year to another, are even more important for French consumers, who value quality and elegance even more, coming in at 89% and 76%, respectively.

An interesting evolution: craftsmanship seems to be more and more important for consumers in 2015, having been mentioned by 45% of the interviewed consumers versus 33% in 2014. Conversely, the notion of exclusiveness seems less attractive, with 67% of the respondents mentioning it 2014 versus a lower 52% today.

As far as factors encouraging consumers to purchase luxury goods, reputation and image comes first (99% versus 92% in 2014). However, other factors are also emerging, especially with recommendations from friends or other peers and online feedback.
YOUTH
"Generation Y" described luxury like the other consumers on the panel.

However, they gave more importance to the experiential, practical, and emotional value of luxury throughout the purchase journey.

For them, luxury is more of an experience and a lifestyle rather than possession. As prices are high, they expect top-notch quality that will allow them to pass these luxury goods on to their children. They also expect this level of quality in-store, where they demand a truly personalized and emotionally fulfilling customer experience.
STORE VS ONLINE
60% of European and 64% of French participants mention the store as their preferred place to get information on a product. As for the purchase itself, 92% of consumers that gather information from digital channels as well as stores will do their purchase in-store. Even among consumers who only gather information on digital channels, 75% will still buy in-store.

FRANKFURT
Have spent less of their country's overall GDP on luxury than the French and Italians, but that picture is changing. The German luxury market is growing about 5% faster per year than the overall global luxury market, with the strongest year-over-year growth (20%) in designer clothing, accessories, watches and jewelry. While Munich is the top city in terms of spending, Frankfurt's secret weapon is its airport, the third-largest in Europe, which has developed its luxury retail offer, accruing $377 million in retail revenue last year. The city sees a year-round global influx of business people coming in for publishing, automobile and architecture trade fairs, and Chinese travellers make 38% of their total German spending in Frankfurt, much of that at the airport. In order to attract and retain luxury spenders, Lufthansa now has an entire terminal dedicated to first-class passengers, offering fine dining, marble bathrooms and Porsche car rental.
PARIS
1,521 RESIDENT UHNWIS.

Paris is a leading destination for luxury retail and France is the world's number one destination for tax-free shopping, ahead of the UK and Italy. Tourists from China, Russia and the US are the biggest spenders.The Asian taste for men's fashion has begun to be replicated in Paris, where menswear, men's luxury bags, small leather goods and jewelry have all seen growth.

To further service to rise is global luxury tourism. Paris has invested heavily in hospitality. With the refurbishment of the Ritz Paris and Hôtel de Crillon hotels, Paris will have increased its number of five-star rooms by 50% in a decade to over 2,000 in total.

ZURICH
1,362 RESIDENT UHNWIS

In recent years, the Stonehage Group has reported slight falls in luxury price inflation in Switzerland due to the increase in value of the Swiss Franc against the Euro. Spending on so-called "investments of passion" such as art and automobiles has risen, as has participation in expensive leisure activities such as skiing and yachting.
LONDON
4,364 RESIDENT UHNWIS. London's market for luxury items (defined as clothes, goods and accessories priced at over £2,000) is dominated by jewelry, followed by art, watches, wine and cars. The city's UHNWIs also spend the most of any of the top 10 cities on premium travel and imported luxury goods.
MIDDLE EAST
GOVERNMENT
The biggest buyer of electric vehicles is the government itself, dealers say, with hundreds sold in bulk to local authorities over the past few years.
RICH EXPATS
Expats will splash out in this relatively low-tax city, and they often go for flashy sports cars.
CULTURE TRAITS
The savviness coming from collectors in the region is remarkable: beyond the pure aesthetics, they are eager to learn about everything, from the technical and historical aspects to the individual stories behind each item (watch for example).
YOUNG CONSUMERS
The Middle East has one of the largest young populations in the world and millennials in the Middle East are richer than the average and their willingness to buy is stronger.

Arabs in general show no preference for either heavily or subtly branded luxury goods, so long as they are buying the newest product from the latest collection in the market.

Millennials in the region are material hoarders. They purchase and own several luxury items in an attempt to either differentiate themselves from the masses or feel a sense of belonging to an exclusive group.

Technology plays a pivotal role in the lives of Arab Gen Yers and they expect luxury brands to be online and easily accessible.

SINGAPORE
OVERVIEW
3,227 RESIDENT UHNWIS (Ultra-High-Net-Worth Individuals)

According to the Economist Intelligence Unit's index of goods, Singapore has now overtaken Tokyo as the world's most expensive city and, by 2023, it is expected to be home to Asia's greatest concentration of UHNWIs. Its political stability, business focus and growing status as a financial hub are attracting the super-rich. It is the number two UHNWI second-home destination, after the UK.
EXPENDIATURES
In a 2014 survey by Affluent Insights, 74% of HNW (those with over $1 million in moveable assets) Singapore residents said that while they researched goods online, they preferred to spend in physical stores, with design, quality and exclusivity rated as their hallmarks of luxury. 60% of those surveyed said that they did their luxury shopping while traveling, with 48% of discretionary spending going on travel, accommodation and experiences (16% on air tickets and 12% each on experiences and hotels). In a similar report (May/June 2015), 66% of HNWIs polled said that they travel for leisure two to four times a year, while 13% travel up to nine times.

WHAT'S NEXT?
Stamp-duty on second homes has been increased twice in recent years in an attempt to calm the city state's property market. Foreign buyers must pay stamp duty tax at 15% and permanent residents (foreigners on long-term passes) at 5% on second and third homes. "As a consequence, investors are looking to divert this investment into real estate assets in other markets, like London and New York," according to Didier von Daeniken in Barclays' 2014 Wealth Insights report.

JAPAN
OVERVIEW
TOKYO: 3,575 RESIDENT UHNWIS
OSAKA. 1,471 RESIDENT UHNWIS

With high income tax (45%) and inheritance tax (55%), it is harder for Japan's super-rich families to hold on to their wealth across generations; this may be the reason why many are moving from Tokyo to Singapore or Australia.
EXPENDIATURES
Japan's super-rich are considerably less wealthy than their counterparts elsewhere (in 2012, the top 1% earned $240,000 compared to $1.2 million in the US). Consequently, in Tokyo there is far less in the way of ostentatious property, with many rich Tokyoites opting for a second residence in the mountain resort of Karuizawa. Regarding spending on luxury goods, Bain & Co has identified that Tokyo's super-rich value individuality, moving on to more exclusive labels when a brand becomes mainstream. With the Japanese custom of gifting, even fruit has a luxury dimension in Tokyo. At the Sembikiya fruit parlor, a hand-pollinated Yubari cantaloupe retails for $160.

WHAT'S NEXT?
Experts forecast the rise of artisanship and "localtarians". It could be argued that the roots of these global trends can be traced to Tokyo. Where production is restricted and a commodity is scarce, goods can accrue luxury collectible status based on their provenance and attention to detail.

Preference for luxury cars
Japanese consumers are raiding discount stores for everything from cheap shampoo to furniture. When it comes to automobiles, it's the Rolls-Royces and BMWs that are moving off the dealer lots.

LUXURY GOODS
New Luxury
NEW ELITE'S LUXURY – CULTURAL CAPITAL
Given that everyone can now buy designer handbags and new cars, the new elite cements its status through prizing knowledge and building cultural capital, preferring to spend on services, education, and human-capital investments over purely material goods. These new status behaviors are what is called "inconspicuous consumption."
EXCLUSIVE UNUSUAL TRAVEL
Consumers seek more and more unique , extraordinary and unforgettable experiences, something that is hard to even dream of. Consumers want to dream, to escape: 78% of respondents in the Middle east, 77% in the US (+7pts) and 75% in France (+7pts) affirm that they want luxury brands to make them dream, to escape to a different world.
TIME AND SILENCE ARE TRUE LUXURY
Customers are expecting a total experience, hand-crafted and a new level of personalisation, to maintain the highest levels of relevancy throughout the customer journey. This e-smart technology will enable time-saving convenience and the more relevant digital customer journeys will afford those luxury customers the level of silence they expect in exchange for busy high streets.
MYSTIC TOUCH OF NATURE
Earthy Diamond. Alternative engagement rings take on a new and divergent appeal. Many women have grown bored of the perfection of flawless diamonds, as well as the associated price tags. Meanwhile, jewellers like Arsaeus Designs are offering custom-cut stones with all of the character of the earth that they came from.
ETHICAL CONSUMPTION & NEW MATERIALS
Stella McCartney Falabella bag is a product that showcases the label's commitment to ethical beauty and luxury. The unique bag is made from a material called 'Mylo' from Bolt Threads, which is a leather-like material made from mycelium, or the roots of a mushroom.
PRIVACY
Distrust to facebook and other networks In the Luxury Institute's 2018 Emotionally Intelligent Brand Index survey on technology brands, Facebook was rated lowest for emotional intelligence, according to affluent consumers. One in five affluent consumers report actively discouraging friends, family or other people they care about from using Facebook. Adult affluent consumers, who have so much to lose from being hacked, or having their privacy violated, are abandoning Facebook.
FUTURISM & ADVANCED TECHNOLOGY IN EVERYDAY LIFE
Rise of new categories of luxury such as life extension biotechnology, hyper-experiential home virtual reality devices, neuro-scientific performance enhancers, health care robotics, and a multitude of travel experiences that defy gravity. Bed with built-in Amazon Alexa voice controls. The LETEO Smart Gloves have a timeless design that is crafted from Italian leather with a nanocashmere lining to make optimal comfort a mainstay.
COMBINING CLASSIC AND FUTURISM
The LETEO Smart Gloves have a timeless design that is crafted from Italian leather with a nanocashmere lining to make optimal comfort a mainstay. The gloves also feature touch-responsive fabric on all of the fingers to let users navigate their smartphones, public touchscreens and more without having to remove them.
LUXURY EV
EV from expensive car producers

A new set of incumbent carmakers appears to be making a move for the luxury electric car market—including Porsche, Mercedes, Audi and even Maserati.
Richest households said they are more likely to buy an electric car from well-known established luxury automakers, such as BMW or Audi. Between 41 and 52 percent of households with six-figure incomes would chose existing brands, while about 20 to 29 percent would go with a Tesla.
EV from Maserati is expected to go in a different direction than Tesla or other luxury electric cars expected in the next few years. They say the heaviness of batteries and the lack of an engine note as two problems to consider.
Audi confirmed that it plans to introduce a powerful 300-mile all-electric luxury SUV as soon as 2018. Siegfried Pint, Audi's chief of electric powertrains, told us that 300 miles was nearly a requirement to earn mainstream customers, especially in the luxury segment. "If you want to sell a decent number of cars, you need 'first-car ability,'"
Alfa and Maserati are betting more traditional buyers will actually be drawn to its battery-based models when they realize the performance advantages the right sort of battery drivetrain technology can offer.
Flat-battery packs, like those of Tesla's, will be an added advantage in achieving higher levels of autonomy as they open up cabin space, enabling improved in-car experiences and superior driving dynamics and performance.
Wireless charging is another hot trend with a slew of luxury car manufacturers including Mercedes, BMW and Audi

Aston Martin announced today a new electric powertrain for its classic cars, which it's calling the Heritage EV. It consists of an entirely self-contained electric motor unit that uses the original engine and gearbox mounts from the classic Aston being converted to electric power.
Charge Communication strategy
THE MAIN POINTS
CHARGE.CARS is a Luxury brand
Vincent Bastian
Professor, Marketing, HEC Paris
According to Vincent Bastian there are three main strategies for promoting products with high added value or upper segment products. Luxury, Premium and Fashion. The difference between these three strategies is huge. It doesn't change a lot in the eye of most consumers, at least not in the short-term. But when you need to manage a brand, this difference has a decisive significance. In fact, the conventional marketing strategies work quite well if you need to implement a fashion or a premium strategy. But when it comes to Luxury, we need to revise the conventional rules.
Luxury
Luxury strategy is aimed at creating the ultimate value of the brand and the price power at the expense of using all non-material elements of exclusivity - time, heritage, country of origin, craftsmanship, artisanal/hand-made approach, limited series, prestigious clients, etc.
Premium
Premium strategy can be defined as "Pay More – Get More". Here the goal is to prove by comparison that this is the best offer in the category. Price / value ration is the motto here. This strategy is based on comparison, in fact.
Fashion
Fashion strategy is a totally different business model: here heritage and time are not important; fashion sells when it is en vogue. Its value has a short shelf life and is based on the speed of decision making, transaction and fast, mindless copying.
We consider Charge.cars to be Luxury and the communication strategy of the Charge.cars brand should be based on the Luxury specifics due to the following:
1
Functional features of Charge are technically inferior to some of the competitors, while remaining, no doubt, top-level. The notion of 'First-car Ability' introduced by Siegfried Pint, god father of Audi's electric engines, is in line with the general trend, in view of the growing EV infrastructure.

2
Charge does not offer its consumers a new authentic design. Charge is selling a timeless classic, using the iconic Mustang 1967 body.

3
Even among Luxury offers, Charge stands out with its high price. Its competition offers lower prices.

4
Charge is a product of limited series aiming to sell a specific batch, not to create a mass-produced product striving for a decreasing nominal price.
To pinpoint the place of Charge.cars at the global market we should turn to the researcher and world-renowned expert on strategic brand management Jean-Noel Kapferer.

Kapferer is usually looking at companies/brands and businesses using the classic price/functional benefit model.

Thus, mass-produced products are taken here as the unit of measurement. When a mass-produced product expands its functional (and usually emotional as well) benefits, it moves it to a new segment and increases its average value. Brand means more benefits for more money .

Added value products are seen by Kapferer as follows, dividing them into Fashion, Premium, Luxury.

The graph is logically built as follows.
The position of Luxury in this segment is not defined by logic. Luxury now is not more than a Premium. The key confusion here is in the fact that Luxury products work according to a different law.
This model may look weird perhaps. But when we add one more logical step, it will automatically resolve a lot of questions. Including the question of Charge.cars brand development in terms of its future communications strategy.
Luxury is aspiring to be closer to art, celebrates art, mimics art and uses it in its own interests. And this is one thing that separates Luxury from Premium.
The main reason people are willing to buy products with added value or luxury items remains crystal clear and understandable :
Pay more – get more
And when it comes to Get more – it can be broken down in different ways :
Exclusive status seeking
Own something that is not available to everyone. Something that separates you from the mass. In part it is conspicuous consumption that shows off your status.
Better quality

Key tags: man-made, craftsmanship.
Pioneering

Products new to the category
Individual Services

Improved service, special treatment. A purchase not to get something new, but as a process/unique experience of acquiring something new.
But if we are talking about Luxury Goods as a conspicuous consumption aspect, it gets complicated. It is something we can define as
Uber Black Effect
It is a sort of 'UBER Black' effect thanks to which people who financially do not belong to the high-income class but can afford the services of the premium segment.
To have a personal cleaner
Upgrade top gadgets once a year on a bank loan

To have a personal psychotherapist
What is happening?
Fast-paced moving up the Maslow pyramid of needs. Availability of premium services improves the average quality of life.

People in general get happier. Resolving issues through therapy and endless courses for qualification upgrade and creative growth, effectively provide satisfaction of the highest need in the pyramid.

For example, corporate eduction for various soft skills (creativity, leadership, communicative skills and things like that) works not only on these skills but also on changing self-image.

When you change your self image, your behaviour also changes. This looks like a situation of "believing in yourself" but less rose-colored, as self-image is directive, it doesn't just open new possibilities but forces on you what to do.

If we return to corporate education, it works like this: «I have finished a course in creativity and now I am a person who can come up with creative solutions. This is how I perceive myself and this is how people around me perceive me. And I will try to live up to this perception and this will be my motivation to take longer to think about a solution».

This is a strong source of motivation and it is wearing off slowly.
If status cannot be determined by material values, the only way that is left is defining status through non-material values:
Kanye West's children will be trained in 14th century painting
Unnecessary knowledge becomes a symbol of luxury just like unnecessary things, but it's harder to fake them.

If you know Ancient Greek it means you have been rich enough for several years to be able to be learning it instead of making a living. Or you are smart enough to get a scholarship stipend, which is a predictor for your future status. In any way, Oxford accent works better than expensive clothes.

John Seabrook says that showing status through culture is wide spread in USA, unlike for example UK. The British class system that was built so long ago and in such a solid way. that Lords can listen to The Streets and eat at McDonald's and nothing will threaten their aristocrat status.

American elites usually cannot boast 18 generations of ancestors with family acres. Most of the upper class here comes from recent immigrants. A decent person to show their status have nothing else left but listen to Shostakovich, be a wine connoisseur and quote Horatio by heart. This is how we can demonstrate the separation between lowbrow highbrow culture, that was so important to the American intellectuals in the middle of the 20th century.

This is the way it worked til 1980s, according to Seabrook.

But then the aristocracy's culture stopped evolving and became too predictable. The same Stravinsky records done by different orchestras year after year. Since predictability is vulgar and bad taste, well-off people had nothing left to do but mix Stravinsky with Daft Punk and come up with glitchy things. This became the premise for mass culture, legitimized Kanye West and New Wave as the music for high-income intllectuals and birthed Nobrow — art not connected to status directly.
LUXURY is not about the things, but it is about experience
When a luxury bag is available not only to elite, the elite is forced to move away from conspicuous consumption to acquiring culture capital, investing in knowledge and health.

The new elite cements its status through prizing knowledge and building cultural capital, not to mention the spending habits that go with it—preferring to spend on services, education, and human-capital investments over purely material goods. These new status behaviors are what is called "inconspicuous consumption."

"Everything is political," designer Ashish Gupta told backstage after the show. The show was sexy, sweaty, and scantily clad, but it was also a celebration of diverse bodies, genders, sexualities, relationships, and lovers. It was about going out and letting loose, having fun and feeling free. And perhaps most importantly, it was about feeling sexy, rather than conforming to the tired clichés of the male gaze in an anxious quest to look sexy.

"I think a dose of hedonism is required in these times of regressive right-wingism," Gupta says via email. "It's also perhaps a reaction to the growing culture of 'Eat clean! Meditate! Mindfulness! Don't drink! Do yoga! No sugar!' — modern life ideals that are all about restraint and self-control," he says. "Sex feels almost like an act of defiance in the face of all this self-control.

Luxury Institute's 2019 Luxury Trends From The Global Luxury Expert Network (GLEN)
The wealthiest consumers are intrigued by new categories of luxury such as life extension biotechnology, hyper-experiential home virtual reality devices, neuro-scientific performance enhancers, health care robotics, and a multitude of travel experiences that defy gravity. Wealthy individuals are no longer impressed by what they view as mundane luxury goods and services. They crave far out solutions and experiences that used to be the lore of science fiction. Look for a stream of new luxury categories to emerge in 2019 as accelerating exponential sciences and technologies converge into new entrepreneurial luxury offerings.
Martin Jakobsen launched a range of premium glassware called Gems. Its uniqueness is that in the ultra-violet light the glasses become weirdly fluorescent. It's because they are made of glass from radio-active Uranium. It may sound dangerous but the glasses are very popular at posh parties, because they attract attention right from the door and the radiation is so low that they are totally harmless to humans.
ISHU scarf is made from light-reflecting material with the use of anti-flash technology. So, the scarf makes a person invisible on photos, because the reflective material will always dim the face and make it invisible.
A start-up from Silicon Valley, Eternime, parses photos and information about a person from social networks, all their memories to create a chat bot that will imitate a person after death.
NoBrow Luxury Culture
From the point of view of culture, Luxury follows the global trends of erasing the border between High-Brow and Low-Brow Culture.
MICHELIN STAR WAS GIVEN TO A STREET FOOD VENUE FROM SINGAPORE. THE HONG KONG SOYA SAUCE CHICKEN RICE AND NOODLE AND HILL STREET TAI HWA PORK NOODLE, BOTH ARE IN THE TRADITION OF ON-THE-GO SNACKS. DESPITE THEIR COST BEING LOWER THAN THE AVERAGE GLOBAL PRICE OF A BIG MAC, THE MICHELIN CRITICS APPRECIATED ITS SOPHISTICATION. THEY MOVED AWAY FROM UNDERSTANDING A RESTAURANT AS A GASTRONOMIC ADVENTURE.
In January 2016 Mandarin Oriental Barcelona launched two premium programs to train people for the Barcelona marathon. The program entails training with top sportsmen, special food and spa treatment.

New experience and using new mechanics, not conventional to Luxury. This is how Fendi sells its capsule clothing collection on a truck that usually sells cold drinks and ice cream on the beach. We have learned to spend money calmly and with no regrets, because the purchase process should be more interactive and captivating. In addition to product you should get some memories around the transaction. True luxury is experiences and emotions.
This is the way that a watch brand followed, when they made a watch collection with a French street artist Cyril 'Kongo' Phan. No, this is not an attempt to freshen up their target audience, because the watch costs 685 000 US dollars.
"We are launching the first-ever affordable luxury space hotel," said Orion Span founder and CEO Frank Bunger, who unveiled the Aurora Station idea in April 2018 at the Space 2.0 Summit in San Jose, California.

"Affordable" is a relative term: A 12-day stay aboard Aurora Station will start at $9.5 million. Still, that's quite a bit less than orbital tourists have paid in the past. From 2001 through 2009, seven private citizens took a total of eight trips to the International Space Station (ISS), paying an estimated $20 million to $40 million each time.

Super Luxury Events: Your life is unique and each moment is priceless and valuable. Therefore, we provide unforgettable experiences, something that is hard to even dream of. Virtually anything is possible, virtually anywhere.
Designed by British inventor Richard Browning and created by Salisbury-based Gravity Industries, this incredible piece of engineering consists of five small kerosene-fueled turbine engines. One of these engines is located on the back of the suit, while each arm houses two engines. The combined engines give the Daedelus Jet Suit 1,000 horsepower and can be used for up to four minutes of flight.

Those hoping to own this jet suit should expect to spend upwards of $400,000 and can purchase the suit at Selfridges London.

At a time when clear and colorless diamonds have become the standard option to accompany a successful proposal, alternative engagement rings take on a new and divergent appeal. Many women have grown bored of the perfection of flawless diamonds, as well as the associated price tags. Meanwhile, jewellers like Arsaeus Designs are offering custom-cut stones with all of the character of the earth that they came from.

Salt and pepper diamonds are inherently flawed with a mix of white and black inclusions, producing great visual intrigue even before they receive their elegant cuts.

Stella McCartney is a name in the design world that has become synonymous with cruelty-free fashion—and the Stella McCartney Falabella bag is a product that showcases the label's commitment to ethical beauty and luxury. The unique bag is made from a material called 'Mylo' from Bolt Threads, which is a leather-like material made from mycelium, or the roots of a mushroom.

The Whisky Coin Contains a Drop of the World's Oldest Vintage Whisky

The Whisky Coin is made from two ounces of 99.99% pure gold and includes a glass inset that is infused with a single drop of Old Vatted Glenlivet 1862, which is believed to be the oldest vintage whisky in the world.

Luxury Consumer Journey
Key elements of consumer journey
Step 1
Step 1
Inspire
Inspiring consumers is a luxury brand's number one objective.
Luxury likes to produce inspiring visual content in order to initially engage consumers through displaying an aspirational lifestyle. Brands often work with influencers to achieve this; for example,
Gucci's Hallucination Campaign for their Spring Summer Collection is a surreal but stylish take on classic paintings. Done in collaboration with Spanish artist Ignasi Monreal, the campaign features a rollout of iboth clothing and accompanying images inspired by surreal Pre-Raphaelite paintings and artists

Imagine
Brands must not only inspire consumers, but encourage people to imagine for themselves; after all, imagination is what happens when inspiration takes root in the mind.
Canada Goose is installing fitting rooms with temperatures as low as -13 degrees Fahrenheit into some of its stores where shoppers can try out their gear. The customers are joined in the fitting rooms by store associates who help them to pick out their items. Shoppers are encouraged to take photos during the experience and share it on social media.
The offer is intended to at once serve as an engagement-driving experience as well as help push shoppers down the path to purchase with an immersive way to trial products.
Experience
Experiences are second nature to luxury.
Allie Stanislas from James Purdey & Sons recently commented that: "experience is about understanding the craftsmanship that has gone into that product." Such experiences talk to the bespoke and niche nature of luxury goods, but mainstream should be similarly trading on emotion.

Luxury fashion and watch brands have been creating their own museums, where consumers can be part of a collective community experience, such as La Fondation Louis Vuitton, Audemars Piguet's The Maison des Fondateurs, and Fondazione Prada.

Mercedes me, Daimler's Mercedes-Benz lifestyle space and experience center, opened with a bang in time for Auto China 2016, but its presence in Beijing's Sanlitun district is no less dramatic now. A theater-sized screen and speakers broadcast auto race clips to passerby within a sizable radius, while a monumental logo casts its rainbow lights on one of the capital's busiest intersections. This Mercedes me installment is Daimler's largest in the world, and comes with the hope that mainland Chinese consumers want much more than to simply buy a new luxury car off a showroom floor.
Step 2
Step 2
Deprive
Deprivation is key to ensuring engaged consumer fantasises about that pair of Manolo Blahnik's or Givenchy handbag and how it would transform their life, if only they possessed it.
To do this, luxury remains steadfast and unbending; no sales, no messaging bombardment, no irrelevant targeting. The scarcity of a McLaren automotive similarly ramps up excitement by releasing only a handful of cars at a time, depriving thousands of applicants in the process. We always want what we can't have.

Pumpkin-shaped polka-dot wonder clutch was born of a collaboration between Louis Vuitton and Japanese designer Yayoi Kusama. Only 5 Yayoi Kusama Pumpkin Minaudiere Jewel Bags were ever made, each crafted in gold and resin gems and selling out quickly at a price of approximately $133,000
Justify
High-end guides its audience into justifying purchases.
Luxury always assists a potential customer in evaluating the reason for a purchase by speaking of craftsmanship, heritage and design. Luxury motivations are emotional, whereas more mainstream brands must speak of functional aspects such as technology, value, and necessity; all indisputable benefits that can steal potential customers from competitors.

Nowdays brand heritage and history are not the key factors that they used to be. The harsh reality is that luxury consumers really only care about the brands that have created value for them in the last 24 hours. In today's world, while 41% of early-stage Chinese affluent consumers see brand heritage as a defining element of luxury, only 28% of seasoned Americans agree.
Trancendence
Gaining transcendence is the last and ultimate layer of creating elevated and exciting purchase points.
Having a reverential and recognisable status is a sure sign that you have entered the public-consciousness. The potential Louis Vuitton x Supreme collaboration depicts two masters of branding coming together to recognise one another. The main benefit to this, besides fame, is accessing new audiences that may never have considered your brand before. A transcendent brand message is the final achievement on the point of purchase totem pole.
Step 3
Step 3
Service
Service in the luxury sector is unparalleled, giving customers the feeling that they're being given undivided attention.
Net-a-porter demonstrated that online delivery could travel into the luxury world, and it worked. Luxury is continuing to innovate in the service area; The Watch Gallery has seen a 10% uplift in sales since investing in an online chat service manned by experts, not robots.
Transact
Show your customers they aren't just another transaction.
Luxury flower delivery company FLOWERBX does this by hiring models to deliver their flowers – a fun and unique way to transact a purchase (perhaps unsurprising, as the co-founder/CEO is ex-Tom Ford). By seeing the point of purchase as being beyond the till, brands can uncover huge opportunities to build brand affinity and loyalty.
Step 4
Step 4
Advocate
Brand advocacy is the most sustainable way to grow your business,
and this marketing Holy Grail starts internally with your staff. If they share a love for your brand, the full retail experience will bring your consumers into inhabiting the brand too, developing the same intense emotion towards the brand as those seeking to sell it. Once they love everything the brand stands for, they will spread this love to peers via social media and word of mouth.
Communication strategy
General points
Details that will be shared by all ideas
Based on this, the recommendation on communications strategy development for Charge is to work in the Luxury category.

Bastian and Kapferer formulated 24 main laws of 'anti-marketing' to promote Luxury products and building Luxury brands. Some of them will be useful for developing Charge strategy. So, let's dwell on a couple of them and begin formulating the style of further work on promoting our brand:
#1 Forget about positioning; luxury is not comparative.
It's a slippery slope to say such thing for a strategy consultant, so let's unpack this a little bit. In fact, it's not that brands that aspire to work or are working in the Luxury market don't have a precise positioning. It's just that they never verbalize it to their consumer.

Luxury brand message cannot be compared to a mass or premium brand message. Luxury brands do not aspire to become appealing. They aim to claim authorship. That is one of the reasons why Luxury brands often don't have a slogan.
#2 Search for flaws that give soul to your product
A classic example of this anti-law is watch producers. Casio works in mass segment and their key focus is quality. It is a quartz watch, so it is always precise. Their face is high contrast and reads clearly. One glance is enough to see what time it is.

A Luxury watch is quite different: almost all Hermes pieces have only 4 digits on their face: 3, 6, 9, 12. If you want to know the exact time - it will not help. But for Hermes target audience several minutes digression does not count. Not needing to follow the time is a luxury.

If you want to buy certain luxury watches you will be warned that every year they will be 2 minutes behind. This flaw is not only known, it defines the value of a time piece with collectors and fans. You could say it's their charm and guarantee of authenticity.
#3 Create dreams, instead of pandering to your customers wishes
A Luxury brand is a culture phenomenon. Luxury is developing taste. That is why it is mingling with art, even vanguard art. We have to suprise the customers by offering something they didn't expect. Luxury sells excitement, new territories - not safety, not solution of problems. Think first iPhone.
#7 Make it difficult for clients to buy
Even if this point has "imaginary friends" who start thinking of a complicated purchase journey, this can be exemplified much easier. Especially speaking of Charge communications strategy. High price.
#10 Communicate to those whom you are not targeting
The value of many luxury products is in the bigger number of people knowing about them than the amount of people owning them. This is perfectly exemplified by the value of paintings of famous artists.
#13 Raise your prices as time goes on, in order to increase demand
Luxury is an investment. That is why Luxury brands bear a responsibility in front of their clients who expect to be proven they made a correct decision. The value grows with time. This works differently at the mass market, no doubt, where constant optimization, expenses cutting causes the price to go down and the demand to increase. By the way, law #23 says "Don't look for ways to cut down your production costs".
#16 Keep celebrities out of your communications
If they are used in Luxury communications, they cannot be used as selling agents, for new customers to buy the product through an imitation model ("I want to buy the bag because this celebrity has it") – this is the fashion business model. They must be used, when used, as a testimonial ("this famous person is also using my bag, staying in the hotel I went last year") for existing customers.
#17 Luxury сultivates closeness to the arts for initiates
Mass brands are working actively with popular music that is becoming more and more massively popular. While Luxury brands work with things that are inherently unpopular. Mass brands follow the target audience and try to jump on the zeitgeist band wagon. While Luxury brands communicate their expertise. For example, a classical music concert by Louis Vuitton was dedicated to performing a little known composer Luigi Nono, and not Mozart or Chopin.
YES-BUT-NOT FOR LUXURY MARKET
Collaborations but not promotions
Inspire but not sale
Leaders but not celebrities
Art for initiates but not pop-culture
Vision but not positioning
Original but not comparative
Promote your own dream but not consumers wishes
Difficult to get but the purchase transaction is seamless
Product but not the team
More showing but less talking
Special Events, PR but not social networks
YES-BUT-NOT FOR CHARGE.CARS
Inspire with technologies but not promotion design
Focus on battery power but not «green» energy
Private company but not government support
Focus on China but with Western communication
Focus on aggressive non-contact driving experience but not «back seat» luxury lifestyle
Self-expression but not self-positioning
Focus on a «First car ability» but not second car option
More limited edition but not mass production
Luxury but not affordable
Deprive
Limitations that increase the added value can be manifested in several different ways that are present currently in Charge's features:

1. Limited edition.

2. High price.

3. Can be purchased only via the brand's website.
Justify
Despite the fact that for Western and American brands the value of Luxury is determined by recent achievements of the brand, the Chinese market still finds the appeal in the brand's history.

It is not recommended to be a direct platform for Ford brand and refer to its history. But rather, perhaps, use culture events and phenomena defining the value of the car in the art world.

A potential way for promotion - a film about Charge as the brand that will tell about the iconic status of the car, communicate its history via cultural and social affinity of people.
Photo by Jacob
Photo by Leio
Photo by Jacob
Photo by Marion
Photo by Jacob
Photo by Shifaaz
Photo by Mike
Photo by Jason
Photo by Sven
Photo by Ed
Trancendence
Transcending into other categories increases the potential target audience, advocates and brand evangelists. If you look at such strategies in the car industry markets, we should consider the following cases that can be useful.
Service&Transaction
Here the market demonstrates a trend for increasing penetration of artificial intelligence and chat bots, but within a Luxury strategy, we recommend working with consultants proper and increase their immersion in the product.
Advocate
Since the cars are sold on pre-order condition, it is important to keep people engaged with several physical hallmark items that will remind them that the car is waiting for them.We recommend to assign a personal page to every client where they can track all the order information as well as engage in interactive mechanics that will show the car assembly process.

It is recommended to prepare photo, text and video materials about the the production details, equipment testing, etc.

Also, a good example is Tesla that makes videos about its pioneer customers who received their order already. But this will require a discrete approach since Luxury audience is protective of their personal space. Nevertheless, we could find several customers who will be able to become a channel for Charge values communication.
Advocate
Help people become brand advocates is an important task. We should also think about how we solve specific customers problems. Without making them do more.

If we sell an electric car, we should think about how we prepare detailed information on how to operate it for our clients.

If we don't have an opportunity to produce a fast personal charger, at least we should offer them information about chargers in their region or prepare a list of companies that produce charging stations. And maybe we should do some part of negotiations with such companies.

If production (or branding) of our own chargers is impossible, we should think of following the trend for wireless charging.
General:
Communication channels:
SMM
Content wise the social media task is to inspire and provide opportunities of Charge owning experience to potential clients and to the Buzz audience.

Here everything is conventional. Videos, photo content, announcing events, reports from previous events.
Website
Videos, interactive mechanics, 3D model of the car assembly and dismantling.

Offline
Branded Pop-up area traveling between cities. The area includes the office for test drive as well as car demo area, author collection of art pieces and accessories.
PR
Focus on promotion activities, art elements, signing up for special performances from Charge.
TARGET AUDIENCE
-1-
Around 50yo
Depends on country and region. But nevertheless we are targeting the established, mature money.
-2-
Mostly Men
We define "men" mostly in a cultural way. Cultural background of the iconic Mustang image is masculine with regards to its exterior looks. Also, we are interested in women mostly in China, because in China women appreciate the masculine features of a car.
-3-
New money, interested in culture, art, travel
Old money can also become our direct clients but it will take significantly longer to engage them. Recommendations of other clients will help them make a decision.
Our hipothesis is that we should choose the audience named
The Babyboomers
«The Forgotten generation». Modern media are more focused on the young audience. And it is the young audience who spend more. Because most of their purchases are emotional. It is a large audience divided by interests, communities. But it is the Baby Boomers who unite them all. Firstly, by being their parents. Secondly, by being the generation that brought to this world all its favorite tools: the Internet, fashion, all media formats that are used today.
Our hypothesis is born out of
4 premises

1
As such the Ultra High Net Worth Baby Boomers are a spot on target audience for the product. They are as interested in the state-of-the-art technologies, as they are obsessed by the cultural background of Mustang. When they were younger Mustang was selling the freedom cult. At that moment they made a choice not in favour of freedom but in favour of career and business. Now life is giving them another chance, but this time they have had a successful career/business and it's time for self-realization .

2
As Baby Boomers became invisible in the media, it is not a conventional target audience. Advertising nowadays is more targeted on the Millennials and Generation Z. Mass brands are actively stimulating their purchase power. Baby Boomers are more represented in the media from the point of view of family values, as grand-parents. And communications materials mostly treat them like people focused on their health or dreaming about a long, deserved retirement.

From the point of view of the young audience - communication with Baby Boomers can be perceived as the phenomenon of 'Non-Target Target Audience' described several times above.


3
Cultural background also actively circulates the notion of Baby Boomers being awkward with new technologies. As if they can't handle them. Mostly, this is the image that helps differentiate the young audience, show its advancedness compared to the previous generations. But Baby Boomers are rather quick to master new technologies. On top of that, we should not forget that the majority of technology that currently is considered innovative, originated in the 1980-90s. We should not forget that Baby Boomers invented the internet .

4
As we know the first Charge car was pre-ordered by a dad for his son. Modern technology and the iconic body are the connecting link between these generations.

Baby boomers & Mustang
Mustang for them is not just a body. Mustang has found multi-faceted reflection in the modern culture, built mostly on aggressive and fast non-contact driving.

Mustang was a trigger that launched the image of an alternative 'self'. About a life where you can hit the high way and put the pedal to the metal.
Charge Experience Zone
Charge is going on a long trip around the world. To cut down on logistics expenses and preserve the laconic style we propose using a dismountable Pop-up unit as the Charge pavillion. Or Charge Experience Zone. This is the place that will be set up at proper locations in every city in question and preserve the uniform style of Charge. This is also the place where people will sign up for a Test-Drive and get to know the brand, the product and things that inspire the creators of Charge.

Themed art exhibitions, own art collection from Charge, industrial design items, together with the car will form a uniform style story.

The style of the pavillion should not be defined by the idea of the further communications strategy. It should be in line with the trend of the category of Luxury: Innovations, Art and Design.
Gallery of references
Photo by Jacob
Photo by Leio
Photo by Jacob
Photo by Marion
Photo by Jacob
Photo by Shifaaz
Photo by Mike
Photo by Jason
Photo by Sven
Photo by Ed
Photo by David
Photo by Hal
For your inspiration – FEURLE COLLECTION (BERLIN)
For your inspiration – SPAZIO MAIOCHI (MILANO)
Intro to Idea 1
mProgress is a powerful weapon from the point of view of consumer behaviour. Constant updates, upgrades, counterintuitive combinations – these are the things that force us to never slow down in the consumerism race. Because an iPhone remains latest for less than 12 months.

Computer games get more and more realistic. But unlike the reality, they have a mind-blowing feature that makes them ultimately captivating.
Their world, while striving for upgrading, remains self-contained and limited by strict rules.
And this is a very strong aspect that is poorly used in today's marketing, but is gradually developed in popular and mass events and culture events and art phenomena.

It is precisely the creation of a logical, complete and self-contained story that cannot always be clearly formulated but is felt as self-sufficient and well-balanced.
Art wants to break out of its usual framework.
By drawing inspiration in reality, art aspires to change reality, imitate it, simulate it. Some examples of such mass-targeted art are Dismaland and The Walled Off Hotel by Banksy. An amusement park and a hotel become media for communication expanding outside canvases, walls and cities.

A unique ummersive experience and a conscious moving away from the real world that resulted in world-wide reach. The idea is to insist on their version of the story helped the latest Hirst exhibition in Venice attract hundreds of thousands people from all over the world. And a strong conviction in the veracity of the story made thousands of people want to become a part of it.

Simulation is the language of the metaphor that remains understandable for the audience limited by its own ideological framework and style solutions.
We will place Charge.cars in its own created simulation world, with its own rules. Or rather with one rule, but the most important of all. And to explain this rule more clearly, we will need to go back to the phenomenon of video games.

Important clarification: we consider video games purely as a culture phenomenon, we are not interested in social-demographic parameters of their target audience; we are just looking at the mechanics of this new interaction experience exemplified by video games.
As we mentioned before, Luxury audience is looking for new, inconceivable and unique experience that goes beyond conventional Entertainment. The importance gauge for them is the culture potential. And unnecessary knowledge is the intellectual fortune.

They want to be detached from the world, but in a safe and comfortable way.

Experience wise, they seek experience that is beyond the horizon of reality, every day life and material world. Can video games provide such experience?
Can we use the available car features and expertise in creating immersive consumer experience to create not a brand but a medium for the potential target audience to communicate with something other-worldly, fantastic and more importanly non-material.
Charge is not just a brand, but a medium.
Charge does not communicate with the consumer by itself. But with the help of culture and aesthetics expertise and technologies it helps the consumer to communicate with non-material world of fantasy, reminiscences and alternative reality.
Idea 1
The Extra Chance
Mustang is not just a car. It is a license to be free, independent and indulge yourself. It is a golden dream. Mustang has long ceased being just a brand, it is now a broadcast of the values of the then generation.

Those who remember when Mustang has just appeared and genuinely preached the philosophy of freedom, self-development.
Charge is not just a brand, but a medium.
BRAND ESSENCE
Charge is the medium between man and the non-material experience world.
brand character
Charge is an expert company that uses modern technology, author's vision and immersive mechanics to create a simulation of a non-material consumer experience.
values
Technological solutions, fantasy, non-material values, psychology.
Creative approach
Charge simulation. It is time for an extra chance.
Life is a succession of choices. We made those choices with effort or, on the opposite, without even thinking. And the most important choices that we made against our desires, in the name of other goals. These are the choices that at the end of the day brought us where we are. They say life doesn't do 'if's. Maybe it's true.

That's why we invite people to take part in a simulation, where life will give you an extra chance.
PROMOTION
We work with two key target audience segments:
Target consumers
UHNWIs who can afford an electric car in the Luxury segment. Communications will entail unique experience, personalized interaction, product testing, focus on functional benefits and exclusivity of the interaction.

Buzz-consumers
This is not the direct audience for Charge, but it can help increase the reach of information about the brand. Communication for them should also stand out as exclusive, but it should focus more on the emotional values of the brand and the product.
Examples of activities
Inspiration
To communicate the idea of reality simulation as the communication strategy for Charge, we can use different video inserts at the beginning and at the end of the video that will tell the viewer that we are doing a simulation experiment. We can use the images of loading, of a digitalized image of a car suddenly appearing on the real road. But in mass-targeted video content we should use the "pleasure from driving" theme and show the unique drivability features of the car on the road.
Imagine
We recommend using interactive Instagram-mechanics for interacting with the audience. The focus should be again on the pleasure from driving and unique car drivability on the road. But the theme of the stimulation may be manifested just the ability of the user to choose conditions of the functional benefits demo.

We don't dally with the theme of interactive video in the conventional sense. The user makes the choice before the interaction. That is why this simulation is prepared in advance and is unique for the user.

While working on this project we will shoot several videos in different locations, with different driving styles. Each video will be accompanied by music soundtrack in different styles. We will integrate small emotional and personalized vignettes. Such as different types of animals appearing in the background roles in the videos.

It all begins in the psychotherapist office. He is asking questions about an event when a person is given several choices that will define their further strategy that will affect their life. The question is «Year» – the user is selecting year. He is asked about associations related to the time of day and weather. Maybe some specific music was playing?

After the user has answered all the questions, a personal video is prepared where in first person the moment of making an abstract decision. In the video the desired decade, time of day, weather and corresponding music are shown with the setting. The final depicts dynamic first person driving experience in the new Mustang body.

Every stimulation can be downloaded with a direct link or get a personalized video for social media.
Experience:
If the previous two items can be similar for the two audiences, at the Experience stage the interaction experiences should be different.
Buzz-Consumers:
When Charge pop-up pavillion is not occupied by test-drives, it can be used as an art gallery with performance elements.

We will let our indirect consumers get in touch with the non-material world of Charge with the help of unique immersive experiences.

Several weeks before Charge pavillion arrives to a city, we will announce on the website and on social media and invite them to take part in the Charge-effect performance.

In cooperation with playwriters and screen writers we will prepare several scenarios of performances, where only one person at a time will be able to take part in. These performances will take place in the passenger seat of Charge Mustang. These can be both virtual reality plays and audio plays or text messenger plays.

The theme of the plays will be changing the decisions made in life earlier. The decisions should be universal but the stories told should be unusual and unexpected.
Examples of such performances:
Artem Aleksandrovsky staged a play on the biographical work of Bukowski in a St. Petersburg bar. Maxim Didenko in Moscow staged a play in virtual reality glasses. Rimini Protocol did several promenade plays with headphones in different cities. Also Rotazaza in London do similar things.
Buzz-Consumers:
We will stage several such plays lasting 20 to 30 minutes in each city.

The show should change from city to city and take into consideration specificity of both locals and key peculiarities of the target audience. Also it should consider the local understanding of experience of interaction with the non-material.

The theme of the show should be dedicated to the simulation of reality and the experiences of communication with the metaphysical and non-material. The artist for the style of the show can be digital-artist Lordess Foudre.


A funny example:
Ultra-short play (about 5 minutes) which goes like this:

The participant sits in the car, puts on the virtual reality the helmet. The image depicts a mask that follows precisely the windows and the mirror of the car.

He/she sees the sign "Simulation begins".

A video is being loaded, as if it is a computer video, all pixelized. In the video he/she is driving down a desert somewhere in Arizona or Albuquerque.

He/she turns to the nearest car wash. The car stops and the video shows pin-up models from the 1960s polishing his car till it shines.
Target audience:
Target audience in direct interaction are the people we invited to the test drive. Under the reality simulation idea we will offer them two activities:

Simulating the experience of the pleasure from driving
We propose to not just offer them to explore the possibilities of Charge Mustang on the track but simulate the experience of racing which occurs for them only in the fictional cinema reality.

For this we will help them take part in a mini competition with the computer and will film their race with professional equipment.
Black Bird from Chevrolet is a unique car that is used to create powerful cinematographic effects.

During the active test drive the participant is offered to compete with just this car. The quality level of filming will help document the Charge driving experience properly and create a unique video for each client.

Also, later with the help of technology integrated in Black Bird, we can replace it in the video with any non-existent fictional car that we can create.
Simplifying
Simplifying of the idea mechanics can be done by building a Shooting pavillion - a racing track equipped with the ultimate shooting gear. We don't just offer the participants to take a test drive but we record for every participant a unique edit video with his high speed driving.
The editing will be done based on the master shots of the car arrival as well as the recorded footage. The video director will mark the necessary time stamps on the spot and thus the editing of the final video can be done quite promptly.

Also we can appoint Robocar as the camera man. And offer the participants to take the test drive with the robot.
Simulating experience of communicating with the non-material
The mechanics we use with the Buzz-consumers will become interactive. We create a voice assistant that is tasked with making the experience of calm driving interactive.

We script a story where the voice assistant defines itself as an existing live object.
It doesn't just tell how to navigate, he shares with the participant the integrated memories. It is asking itself questions that an artificial intelligence can ask.

It is asking the participant for favours and is sharing its synthesized memories through photos from social media, videos, pages set up on social media, etc.

Our goal is to create the illusion of a live person that is trapped inside a car.
Estimate production costs for idea 1
$$$$$$
Where $ is around 100 000$
Includes described activities
One of a kind
Idea 2
Second idea is delivering on the laws of Luxury that we described above and is more focused on art.
Charge Mustang is a limited edition offer. The problem is that 499 cars is far from mass-production volumes but is not exactly a limited edition, too.

To mentally increase the 'hard to get' factor of a luxury car, we would recommend decreasing the number of copies roughly by 5 times. But the interesting part is in increasing the limited factor without interfering with the business processes and company designs. That is why we propose the following:
Divide the Charge Mustang series into several sub-series.
We involve several world-known artists with big names, with their own pool of clients. We do a collaboration with them where they produce several works thematically connected to the brand of Charge.

Based on the style developed by them and their art installations (works of art) we create a collectible edition of the car. We develop specific merchandise (car casing, charger, maybe integrate art elements in the car interior, serial number cards, key chains and other souvenir items) .

We invite artists to create replicatable art. That is why every consumer will get a print, an author's copy or some part of the big work of art.

Thus, 5 to 10 artists will help us break down the series of Charge into several sub-series. Collaboration with not one but several artists will help diversify the brand and be in line with the personalization or authenticity of Luxury items for the target audience.

Work of artists will automatically go to the gallery of the pop-up pavillion called Charge Experience Place. And we will travel the cities with test drives accompanied by our own art collection.
brand essence
Charge is a series of collections of high-technology cars inspired by world classics, with innovative re-thinking and cultural significance.
brand character
Charge is a an author bureau that works on cusp of innovations, re-thinking of iconic design products. Every series by Charge is a unique collection of works of art that can be used every day in real life.
brand values
Technology, design, art, interaction, communications based on creation, not re-cycling.
The communications will be based on presenting each separate series. And our communication materials will be photo and video content with artists, capsule merchandise collections for the Buzz-consumers, making of videos, etc.
An important Post Scriptum. We should not increase the price of an individual car, but offer different options at the same price.
FUTURA
KOSTAS SEREMETIS
CB HOYO
TOM SACHS
YIN XIUZHEN
AES + F
FLIP CUSTIC
Estimate production costs for idea 2
$$$$$$$$$$$
Where $ is around 100 000$
In a case of 5 artist and production of additional promo material (photo/video/merchandise). Could be optimised. Depends on artists.
Goodbye 20th Century
idea 3
Another idea is based on the modern theory called Glass Box.
If a building becomes architecture, then it is art
Glass Box Brand Theory/Movement is replacing the notion of business as a box with surprise. Until recently business operated like a black box. People only saw what goes outside the box, what is placed in the shop window. Any potential consumer was looking at this box and considering if it fits them or not.

In 2017 business stopped being a black box. Now it is a glass box where everybody sees what is going on inside.
A trend
Some examples from history:
Harvey Weinstein is kicked out from his own company after he is accesed of sexism and harrasment.
Uber founder is forced to leave his company after sexism accusations.
Motion Picture Academy revokes Harvey Weinstein membership, to cut all connections to him.
United Airlines suffers big reputation damages after an emerged smartphone video of a passenger being dragged out of the plane by force.
More than 40 cinema professionals unite against Weinstein.
Google 'X lab' director Rich DeVaul is out, after accusations of sexual harassment.
Glass Box concept is the inevitable future of any business. The concept defines several key rules of building and conducting a business, but we are interested in one of them:
Turning internal culture in a medium of external communications.
What staff does internally should be interesting and inspiring. So as to make the consumers want to take part in those processes. And we have to give them the opportunity to partake in the life of the brand.

This is an interesting route that is being taken in part by Tesla. Elon Musk companies can be a perfect example of such communications strategy. The key distinctive feature of Musk is to use the technologies already created in one of his projects and use it in another. A little modification and out comes a new impressive product.
Goodbye 20th Century
Perhaps the best way to spend a marketing budget is not to buy media placement and create content with no end that explains what Charge.cars does, but create new products that speak for themselves.

This is an advanced, hard but honest way of communications. Here we do not implement a marketing strategy by broadcasting an ephemeral message. We create expertise by creating a collection of products.

Based on the current product we can propose the following for further Charge brand development:
brand essence
Charge makes classic immortal
brand character
Charge is an expert brand of curated creation of innovative products based on industrial design of the masterpiece level that became an iconic manifestation of art classics, design and quality of life. The best, the most beautiful from the 20th century with the inner filling and technical outfitting with innovative solutions of the 21st century.
brand values
Aesthetics, harmony, taste, innovations, state-of-art, up-to-dateness, craftsmanship, man-made.
In other words:
The proposed brand development in the 3rd route looks as follows.

Charge selects iconic images of everyday objects that appeared in the 20th century. We select items that impressed and attracted us by their design. We breathe a second life in them and equip them with technology that became available only now.

Thus, we educate Charge clients on style and aesthetic taste by honoring the classic examples of design from the 20th century.
This route needs detailed development from the point of view of legal aspects as well. It can also be implemented not as a separate route but integrated in certain aspects of one of the other two routes.
Estimate production costs for idea 1
$$$
Where $ is around 100 000$
Made on
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