Building an iconic new auto brand from scratch can be a risky venture, but it’s a model that works well for a large part of the industry.
While a lot of the auto industry has been struggling with an identity crisis in recent years, Detroit has been trying to reinvent itself in the 21st century.
“It’s a bit of a contradiction, because when you think of the brand of Detroit, it’s built on an identity and it’s not about a car,” says Daniel Gross, author of “Diana: The Making of a Detroit Legend.”
“The ‘Diana’ brand has a very particular image of the city and its identity.
It’s not really about the cars, it has a different image of Detroit.”
The company that owns the ‘Dianas’ trademark, Daimler, has also invested in a brand new production facility in Pontiac, Michigan.
The facility has a total of 12,000 square feet of space for its two factories, and has the potential to create a 1,000 to 1,500 jobs.
But while the company has invested in the brand, the brand’s core is still very much rooted in Detroit.
For example, the logo was originally designed by the famed Detroit artist Thomas Witte, who was born in Detroit in 1888.
The logo has been a staple of the Detroit skyline since then, and Daimlers first car was a blue Pontiac.
In 2006, Diesels logo was removed from the facade of the Pontiac Museum of Art in Detroit because the city was experiencing a $25 million budget shortfall.
Despite these challenges, the company says it is proud to own the ‘dianas” trademark and that it has “never looked back” in its efforts to make the brand more iconic.
What does Daimels plan to do with the brand?
The ‘tiger car’ moniker has become synonymous with Detroit, and the company plans to make an effort to retain that image as it builds out its new plant in Pontia.
Daimler’s new plant will be one of the largest in the world and is expected to generate around 7,000 jobs.
In addition to producing its own cars, the auto maker will also build a line of products designed to appeal to a wider range of customers.
At the end of 2021, the plant will become the headquarters for a new brand, Diaspora, which is expected on the market later this year.
When will the new plant be operational?
The plant’s first full-scale assembly line is expected in 2019.
What is the company trying to accomplish with the new factory?
Diaspora is expected be a major component of Daimles plans to rebrand the Detroit automotive industry.
The company plans on building two factories that will be connected to each other through a new tunnel.
Its mission is to help customers discover and purchase vehicles that reflect their identity, and its aim is to build “the most attractive and differentiated brands in the industry.”
How can people get involved?
People can help shape the future of the ‘tigers’ brand by signing up for email newsletters that will send you information about upcoming events, news and promotions.
You can also get involved with the project through Daimlens social media accounts and by following the company’s official Twitter account.
How does Diaspora fit into the overall brand strategy?
Diasporas mission is twofold.
It is a vehicle for people to discover and experience the Detroit brand.
And it is also a vehicle to create the most attractive, differentiated brands possible.
Why is Diaspera important?
In the past, automakers have tried to recreate a brand from the ground up, sometimes with success.
If a brand is able to reinvent themselves, it can grow and flourish.
However, in the case of Detroit and its automakers, the traditional approach has not worked.
To make this happen, Diosporas new plant is expected, among other things, to create new jobs, improve access to affordable, reliable transportation, and increase the local economy.
This will not be easy.
With Detroit’s economic and employment woes, the city is looking to reinvent.
So is it really feasible to create an entirely new brand for Detroit?
According to Gross, it is difficult to say, given the history of the automakers’ previous brands.
One thing is clear though: the brand is important to Diasorans future.
Will the brand become iconic?
It’s unlikely, Gross says.
Even with the latest advances in manufacturing, the Diaspermia brand still won’t be as recognizable as it is today.
Still, he says it will be a “huge step forward” for the brand.
How will the ‘loyal’