Jaclyn Hesse, co-founder of branding agency Taillight, was similarly critical.
“The rebrand feels forced, contrived,” she says. “The cars themselves, now that they’re actually showing them, recall elements from Audi’s E-Tron line and the boxy features of Toyota’s new Land Cruisers and 4Runners. It seems like change for the sake of change, a flailing attempt to stay relevant.”
Hesse also questions the vehicles’ color choices, suggesting they were more about shock value than innovation: “To almost veil the attempts of industry plagiarism, it opted for pink because it’s loud, shocking. It says, ‘copy nothing’? To us, ‘copy everything’ seems more on brand.”
Read the full article at The Drum
