We are blessed with a world full of choice, cool brands and good cars, so why would you bother to start a new car brand? Because there is a need, a need for mobility and a way to offer it in a totally different way. Now is the time for change, not for another car manufacturer. In this fast-paced, connectedworld we live in, we need to strive to constantly innovate in our approach as much aswe do our products - this is what new brands should be all about. It can’t be another version of something that already exists, it has to be something that almost reinventsan industry, just look at what has happened in other industries, Spotify in the musicindustry, Netflix in the film industry, Uber in the taxi industry, Airbnb in the hotelindustry. Who will do the same to the auto industry?