Audi’s “A Drift Through Time” Shows How Legacy Automotive Brands Can Create EV Desire
Audi just showed the rest of the industry what the EV era requires, not more technology, but more identity.
If legacy automakers hope to defend themselves from a generation of Chinese EVs that will rapidly commoditize hardware, the solution isn’t more screens or more range.
It’s Audi’s strategy: take your motorsport heritage, pull it through time, and make the future feel earned.
Motorsport After Ownership: Why Racing Now Decides Whether Car Brands Still Matter
The only thing more tragic for legacy brands than young car owners not buying cars, is young buyers finally deciding to buy a car, and opting for a Chinese EV.
Trade Deals Are Accelerating the Chinese EV Shock For Legacy Automakers
If you take Carney’s Davos framing seriously, you have to stop reading trade deals as “extra access” for legacy automakers and start reading them as normalization events for Chinese EVs.
For a decade, legacy carmakers have treated Chinese EVs as a political problem: something to be contained with tariffs, safety rules, industrial policy and vague talk of “strategic autonomy.” That bought time and created the illusion that, if things got uncomfortable, you could always lean on politics to slow entry.
That stance was never tenable, today’s geopolitical situation only accelerates what was inevitable; that reality is here in the form of the first of what should be numerous other trade deals between countries and country-blocs.
Canada’s agreement with China and the EU’s agreement with Mercosur are the first manifestation of this accelerated timeline for legacy automakers.
What was already looking to be an expensive, even existential, competition sometime in the future is looking to be exactly that, but it’s already here.
Chinese EVs: Strategic Options for Legacy Carmakers
Chinese EVs are reshaping Europe’s car market. This hub summarizes the strategic options for European automakers: brand, longevity, and racing-driven emotion.

