It's about revolutionising how we choose cars, how we drive them, how we buy them and even if we buy them. That means changing people's minds, and that's where FITCH comes in.
We started by changing how a car company can sound, look and behave, building a global brand from scratch, from the visual ID to the wording on the warranty.
All 6,000 cars available for presale in China sold out in 2 minutes 17 seconds in November 2017. A world first.
Then we went to work redefining automotive retail. We've done away with dealerships. Now there's just a smart, simple online store supported by central brand stores in key locations and a roving roadshow popping up in 700 new sites every year.
We've also set a new standard of customer experience. Choosing a car is now as easy as choosing a phone. Subscribing to one is a matter of swipe-and-click. Borrowing someone else's car or sharing your own is as easy as booking an Airbnb or sharing a playlist.