Build-To-Order (BTO), the new Santa Monica, California-based company developing a range of customised vehicles to be built off the same platform, sharing major parts and components, has selected SHR Perceptual Management to lead its consumer brand strategy, market positioning and visual language development.

“BTO has the ability to produce exceptional vehicles through its outsourced engineering and assembly system. This streamlined approach will enable us to focus on creating a captivating brand, a compelling customer experience, and unique, provocative vehicle designs,” said BTO chairman Scott Painter.

“SHR will be instrumental in translating our target customer’s emotional needs into a powerful visual language that differentiates our products from other car companies. SHR has consistently demonstrated superior results with its past automotive clients and we are confident they will help BTO to establish a brand that will clearly reflect BTO’s innovation and intelligence.”

SHR, based in Scottsdale, Arizona, is a brand positioning and identity leader with significant experience in the automotive sector, including brand development for the Ford Thunderbird and the Volkswagen Beetle.

SHR will create an overall brand image, nomenclature strategy and a new visual language for logo and vehicle design for BTO.

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All BTO vehicles will be built in direct response to a customer order rather than supplied from stock – the norm in the USA for most volume production models.
BTO claims that, by employing contract engineering and assembly, it will integrate the motor industry’s best practices into one system.