Detroit Electric

Relaunching the original electric car company

Business challenge

To reposition one of the original electric car brands and relaunch with its first vehicle – the SP:01, a 2 seater sports car.


At this point in time, pure electric vehicles were not perceived as high performance vehicles amongst car enthusiasts.

The idea

Pure Electric Performance — a creative platform to relaunch Detroit Electric and showcase the SP:01’s performance credentials. We created the new identity and the ‘go-to-market’ strategy targeting high-net-worth individuals that included a launch film, a vision for retail, sponsorship ideas and even the design of the app that controlled the vehicle.