HERITAGE is an important thing in the automotive business. It provides valuable marketing material for brands who leverage on the past to either show how far they have come or how long they have been doing it for, just to prove their credibility.
Big brands know this and also know how to use heritage to their benefit as well. Volvo milks its safety related heritage while Mercedes-Benz talks about how innovative it has been. Lexus likes to show how far they have come when it comes to building one of the most refined cars in the market while Rolls-Royce and Bentley can’t seem to stop talking about how long they have been in the business for.
