Brand Positioning of Electric Luxury Cars in the Premium Automotive Market: A Conceptual Framework

The transition toward electric vehicles (EVs) is reshaping the premium automotive sector. This paper explores the brand positioning strategies adopted by manufacturers of electric luxury cars to distinguish themselves in a highly competitive and evolving market. It presents a conceptual framework identifying the core dimensions of brand positioning for electric luxury vehicles, including sustainability, technology leadership, heritage, and experiential branding. The paper also examines consumer perceptions, emerging brand archetypes, and the implications for traditional luxury automakers.