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Repositioning on the roads: How Automotive Brands’ current customers are reacting to Rebranding Towards Electric Vehicles

Sjunnesson, Liam LU ; Gamal Abbas Helmy Elsayed, Mohamed LU and Hemmatkhah, Gillian LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
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. Secondary data from corporate reports, industry analyses, and media sources form the basis of the analysis. Kapferer’s Brand Identity Prism is applied to assess shifts in brand identity and their implications for customer perception.
Findings: The findings of this paper shows that, across the three automotive companies, the brands that preserved... (More)
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. Secondary data from corporate reports, industry analyses, and media sources form the basis of the analysis. Kapferer’s Brand Identity Prism is applied to assess shifts in brand identity and their implications for customer perception.
Findings: The findings of this paper shows that, across the three automotive companies, the brands that preserved their kernel traits while repositioning their identity received positive responses from the customers. Moreover, it is shown that the clearer the communication the smoother the repositioning was perceived by the customers.
Originality/Value: Prior research examined how the automotive industry is shifting toward electrical vehicles. However, limited research was done about how this shift caused automotive companies to reposition their brands and the effect this has on current customers. This study is examining this gap research. (Less)
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author
Sjunnesson, Liam LU ; Gamal Abbas Helmy Elsayed, Mohamed LU and Hemmatkhah, Gillian LU
supervisor
organization
course
BUSN21 20252
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand Identity, Positioning, Kernel, Peripheral Values, Jaguar, Kia, BMW, Electric Vehicles.
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214785
date added to LUP
2025-11-14 08:22:51
date last changed
2025-11-14 08:22:51
@misc{9214785,
  abstract     = {{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. Secondary data from corporate reports, industry analyses, and media sources form the basis of the analysis. Kapferer’s Brand Identity Prism is applied to assess shifts in brand identity and their implications for customer perception.
Findings: The findings of this paper shows that, across the three automotive companies, the brands that preserved their kernel traits while repositioning their identity received positive responses from the customers. Moreover, it is shown that the clearer the communication the smoother the repositioning was perceived by the customers. 
Originality/Value: Prior research examined how the automotive industry is shifting toward electrical vehicles. However, limited research was done about how this shift caused automotive companies to reposition their brands and the effect this has on current customers. This study is examining this gap research.}},
  author       = {{Sjunnesson, Liam and Gamal Abbas Helmy Elsayed, Mohamed and Hemmatkhah, Gillian}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Repositioning on the roads: How Automotive Brands’ current customers are reacting to Rebranding Towards Electric Vehicles}},
  year         = {{2025}},
}