At the same time, OEMs must differentiate themselves more strongly from competitors by placing a greater focus on their market positioning in the future. Lippincott, a company of the Oliver Wyman Group, has formulated action recommendations based on the four key brand aspects of uniqueness, authenticity, relevance, and holism under the title "Driving the Future – Positioning your brand to create desire in the new automotive reality". In concrete terms, they are:
- To reinterpret and define one's own profile and brand,
- To stay true to an unchanging and strong brand essence, and supplement it with flexible attributes depending on the market,
- To address the various requirements of different customer groups,
- To not only link the brand experience to the vehicle, but also extend it to all touch-points between the customer and the brand.