Brand equity in the future of EU supercars

: strategies for navigating the 2035 zero-emission targets

Abstract

This dissertation investigates how European supercar manufacturers can comply with the EU's 2035 zero-emission targets while preserving brand equity. As the automotive industry transitions to battery electric vehicles (BEVs), luxury carmakers face unique challenges in maintaining core brand elements such as sound, exclusivity, and craftsmanship. While technological feasibility is no longer a key barrier, this shift raises questions about emotional engagement, symbolic value, and consumer acceptance. Using a mixed-methods approach, the study combines quantitative data from an online survey of 223 participants with qualitative insights from 13 expert interviews across the supercar, energy, and policymaking sectors. The results indicate that younger consumers are significantly more receptive to BEVs and futuristic innovations, while older segments remain attached to traditional internal combustion engine (ICE) characteristics. Experts emphasise the necessity for brand reinvention, including the creation of distinctive electric soundscapes and enhanced lifestyle branding, to preserve emotional appeal and maintain brand equity. The research emphasises the importance of innovation, targeted branding strategies, and regulatory flexibility to facilitate a successful transition. It provides strategic guidance for manufacturers and policymakers on navigating the intersection of environmental mandates, technological change, and luxury brand management.

Date of Award	2 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)