A full stealth-mode, commercial EV brand approached Telemetry to tackle its branding and PR for the brand’s launch at the North American International Auto Show.
Branding and Launching a Startup in 90 Days
A nameless, EV start-up approached Telemetry to tackle its branding and PR support for its upcoming launch. The catch? They wanted to launch in just 90 days’ time and at the 2022 North American International Auto Show, which would be dominated by consumer-focused OEMs and suppliers.
Approach & Solution
The primary objective was to establish Harbinger as a key and trustworthy player in a market cluttered with brands that have underdelivered on their promises. We also needed to generate excitement for a brand that was purpose-building EVs for the commercial, medium-duty industry that is too often ignored. Telemetry developed the brand’s key messaging pillars from which all other branding was born. Telemetry developed the launch strategy, including the announcement, 1:1s with key media, and a press conference.
The launch was a massive success, noted as “the most exciting automaker startup” at NAIAS by TechCrunch. Business Insider, CNBC, Forbes, Automotive News, among others positively covered Harbinger’s launch, resulting in a potential 375M impressions. Telemetry was awarded additional work by Harbinger, including AOR for its joint venture between Harbinger and India-based manufacturing leader Bharat Forge, as well as social media AOR.