The Blog

Thoughts on building premium brands today.

Lucid Motors will soon launch its Gravity SUV. Will pricing come down to Earth?
Tom Neveril Tom Neveril

Lucid Motors will soon launch its Gravity SUV. Will pricing come down to Earth?

On Sunday, I went to a preview event at the Lucid Torrance Studio, to see a prototype Gravity, a 3-row luxury SUV, due later this year.

I wanted to learn:

What will be compelling and distinctive about the Gravity?

Will it help Lucid get to profitability?

So, I explored the Gravity and a few variants of the first model; the Air sedan. I also looked at the design elements and components that were displayed around the studio.

Here’s my report:

Read More
Where is your industry headed?  Its brand extensions may point the way.
Tom Neveril Tom Neveril

Where is your industry headed?  Its brand extensions may point the way.

Several luxury automakers have started branding luxury residential properties around the world. In the US, there are 3 properties, all located in Miami, Florida:

- Porsche Design Tower [completed 2017]

- Aston Martin Residences [completed May 2024]

- Bentley Residences [estimated Fall 2026]

To me, these branded properties signal that automakers believe in fully autonomous driving. They know that cars will become mobile offices, mobile living rooms and even mobile bedrooms.

Read More
Is AI revolutionizing qualitative market research?
Tom Neveril Tom Neveril

Is AI revolutionizing qualitative market research?

Lately, we're hearing that AI tools can "mine insights" from vast libraries of qualitative recordings. Or help teams conduct qual research "at scale.”

Here’s the problem with these claims: qualitative research discussions are subjective and conversational. They are human.

Read More