Everything in Motion
Uniting the Delphi brand for the road ahead.
Big picture: navigating change at a million miles per hour
Many regard the automotive world’s current and on-going transformation as a once-in-a-century transition. Evolution is fast and persistent, hitting three tracks simultaneously: electrification, digitisation, and decarbonisation.
We’re seeing the rapid development of EV and hybrid technologies, an influx of new OEM brands on the market, the emergence of the software defined vehicle, emissions regulations driving change, and the total reinvention of supply chains. In this tumultuous and dynamic landscape, traditional component suppliers need to reinvent and reposition for the future.
The challenge: evolving a brand, uniting a global business
Delphi is a global and complex organisation, offering a wide-ranging portfolio of automotive parts, services and solutions across OEM, distributors and aftermarket. In the trade, the brand is well-known. Inside the business, people have enormous pride in their products, their collective expertise, and in their culture of service and support.
Yet, in an era of intense disruption and change, there was a risk of Delphi losing its voice in the market. There was a great story to tell, we just needed to tell it – simple, right?
However, with so many passionate leaders in each domain of Delphi, across EMEA, APAC, and North and South America, and each with their own take on the business, our task wasn’t just a refresh – it was uniting the business behind a brand they could believe in, one that’s 100% relevant for today’s evolving industry and could excite customers and investors.
Our solution: everything in motion, everyone aligned
Success rested on global engagement with the business at every level. There was the typical branding process: Research, Strategy, Creative Development, Execution, but at its heart this project was about relationships – getting all the stakeholders aboard, sharing evidence and knowledge, building trust and communication, gaining consensus, and taking everyone on a journey.
We ran workshops in every region and business unit, followed up by continual feedback during the creative process. As a result, we created a brand idea built in partnership, with a sense of dynamism and momentum – Everything in Motion.
Outcomes: ready for the road ahead
Our brand solution brought to life the passion and expertise of Delphi’s workforce, highlighted their reputation for service and support, and recognised the fast-moving realities of automotive, positioning Delphi as the partner who keeps pace with change and the demand for complete solutions.
And perhaps just as importantly, the whole global business was unified behind it – giving every team, in every division, in every territory clear strategic focus, and giving customers and investors confidence in the brand offer.
Change is constant in automotive, and now Delphi is ready for it.
“The new brand brings together everything that’s great about Delphi – fantastic products, true expertise, and pride in working together to give customers the best possible solutions for their ever-changing world. A brand that’s right for our times.”
