Repositioning on the roads: How Automotive Brands’ current customers are reacting to Rebranding Towards Electric Vehicles
Purpose: The purpose of this study is to critically investigate how automotive companies reposition in relation to electrification on the market, and how the different types of repositioning affect the current customers. Methodology: This research paper uses a qualitative case study approach to explore how Jaguar, Kia, and BMW reposition their brand identities in response to electrification. Secon
