Car makers can play on their heritage – up to a point
CAR companies have bulging order books right now – and it could well take some of them until next spring to clear the backlog. But that’s not stopping some of the oldest and cleverest manufacturers from taking a good, hard look at themselves in preparation for a very different second half of this decade. The result could be a shake-up of how well-known brands are positioned. Only last week, Skoda proposed a new look that ditches its traditional roundel from the fronts of its cars and replaces it with a new, more assertive typeface that plays on the Czech character used in the manufacturer’s name. The goal, we’re told, is to give this 127-year-old company a bit more breathing space compared with SEAT and Volkswagen – and as the CEO told us…