Albert Lam, Chairman and CEO of Detroit Electric, said: “This new creative direction reflects Detroit Electric’s passion to deliver premium, design-driven products. We are proud to identify with the original Detroit Electric company’s history and look forward to enhancing the core values of this historic brand through innovation, pioneering spirit and performance. The new corporate identity has modernized the brand’s image to ensure it is fit for today’s rapidly evolving market, while preserving some of the magic and heritage of the original Detroit Electric brand.”
To support the new corporate identity, Detroit Electric has launched an innovative brand video that teases the look of the Detroit Electric SP:01 sports car. The film takes its inspiration from the brand’s mantra of ‘Pure Electric Performance’ and depicts the creation of the SP:01 out of electricity, starting with a spark to signify the renaissance of Detroit Electric, which grows into a storm of electrical energy that takes the exterior shape of the company’s first production car.
Source: Detroit Electric