Driving Change: How Emerging Auto Brands Are Redefining the Road Ahead
The automotive landscape is evolving faster than most could have anticipated. In a post-pandemic world, consumer expectations have transformed dramatically, driven by economic pressures, heightened environmental awareness, and a collective reimagining of what mobility should entail.
Road travel is back in demand—not just for its flexibility and safety, but as a more personal and sustainable way to explore. At the same time, technological innovation is redefining car ownership and the buying experience.
Within this rapidly evolving ecosystem, five names are emerging as icons of innovation: Afeela, Slate, Hyundai’s Evolve Showroom on Amazon, Scout Motors, and Rivian. Each of these brands is not only pioneering new technologies but also fundamentally reshaping how and where consumers engage with vehicles.
Collectively, they represent a new era of automotive strategy that is at once digitally connected, highly customizable, and deeply sustainable.
The rise of Afeela, Slate, Evolve, Scout Motors, and Rivian is part of a broader realignment in consumer expectations. With Quid’s data visualization capabilities, it’s possible to map how these brands are responding to key thematic conversations shaping the automotive industry.
An analysis of top news and blogs from the past five years shows a sharp shift toward electric vehicles (EVs), emerging technologies, innovation, autonomous driving, and adaptability. This year, these topics are dominating automotive conversations, signaling a clear departure from traditional combustion engines.
To gain a deeper understanding of the conversation, we can isolate specific themes within those conversations, as shown below.
Over the past year, we have witnessed a growing conversation about electric vehicles (EVs), emerging technologies, innovation, autonomous driving, and adaptability. So much so that in Q2 of this year to date, talk of other things has all but vanished.
So, let’s explore our five car companies through this consumer focus on sustainability and a push towards electric vehicles.
First, an overview of the top brands involved in the conversation right now.
Afeela merges cutting-edge technology with mobility, bringing Sony's electronics expertise into a fully interactive EV experience. Announced at CES 2023, Afeela is manufactured in the United States, tapping into the Made in the USA sentiment while setting a new standard for tech-enabled driving.
Slate positions itself as the "Anti-Tesla," offering a rugged, analog EV that rejects digital frills for simplicity. Backed by Jeff Bezos, its customizable pickup appeals to drivers who prioritize straightforward functionality over digital, “futuristic” excess.
The Hyundai Evolve Showroom on Amazon is reimagining car buying with a direct-to-consumer experience. Leveraging Amazon's platform, Hyundai simplifies the purchasing journey, signaling a shift in how big-ticket items are sold online.
Scout Motors revives its American off-road legacy with electric SUVs and pickups designed for rugged adventures. Backed by Volkswagen, its Traveler SUV and Terra Pickup deliver off-grid capability with zero emissions.
Rivian, the most established of the EV-first brands highlighted in this analysis, leads in consumer awareness and market perception. Its R1T pickup truck and R1S SUV are built for exploration, boasting ranges over 400 miles and durable designs for both on-road and off-road experiences.
The competition among Afeela, Slate, Hyundai, Scout Motors, and Rivian is playing out in consumer perception, media visibility, and strategic partnerships—not just in showrooms. Each brand brings a distinct approach to redefining the driving experience:
We know that Rivian wins the awareness war with 90% of the mentions these past few months:
But our sentiment analysis (below) from February to May 2025 shows clear patterns across Auto Prices, Driving Enjoyment, Features, and Roadtrip Readiness, revealing Rivian has work to do if it hopes to convert that attention.
Afeela leads in Driving Enjoyment with a score of 94, demonstrating that there's anticipation for its tech-enabled features leading up to its release next year. It is high-tech and built for long drives, leading to its “driving enjoyment” sentiment score being the highest among the five brands.
Consumers respond positively to its Sony-powered infotainment and interactive technology, which set it apart in terms of connectivity and in-car experience.
It also tops the list for “features” and “road trip readiness,” both scoring a perfect 100. However, its score of 33 for “auto prices” suggests that while its technology is appealing, its cost remains a consideration, or at worst, a deterrent, for some consumers.
Next up, the Anti-Tesla, Slate, offers a rugged, minimalist design focused on simplicity. Its auto prices’ sentiment sits strong at 65, reflecting consumers’ perception of them as an affordable EV option. However, Slate’s choice to strip away digital features is evident in their “features” score of -17, the only negative sentiment in the analysis, but a strong negative sentiment that may still contribute to loss of sales and consumer loyalty.
This indicates a clear gap in how consumers view the value of add-ons or improvements when considering electric cars. Slate’s driving enjoyment score of 35 is modest, and its road trip readiness is neutral at 0, suggesting that consumer don't see it as an option for long-distance travel, something Slate should be keeping an eye on leading up to its release. Aesthetically, sentiment is a mixed bag, with some consumers loving the back-to-the-basics, traditional look for this electric car line, and some hating it:
https://x.com/AftahiAmir39863/status/1916160796167426085
Hyundai’s Evolve Showroom on Amazon reflects strong consumer sentiment for auto prices, scoring a perfect 100 on a scale of -100 to 100. This is largely attributed to transparent pricing and the ease of direct-to-consumer purchasing.
Their driving enjoyment score of 90 indicates confidence in the vehicle designs, but its features and road trip readiness are both neutral at 0. This indicates that, although the buying process has been modernized, perceptions of their technology and long-term capabilities are not yet strong, but that doesn’t stop Evolve from trying! Over the past few months, increased mentions of this auto brand can be found in various news and media outlets, likely from a concerted paid media push:
Sources of Evolve mentions (Feb – May 2025)
Scout Motors, backed by Volkswagen, is rebuilding its off-road reputation with new electric SUVs and pickups. The data shows a strong driving enjoyment score of 83, reflecting positive sentiment around its off-road capability.
A perfect 100 for road trip readiness suggests that their vehicles are well-positioned for long-distance travel and adventure. However, their auto prices score of 17 indicates a perceived cost barrier, hinting that its pricing strategy may be out of sync with consumer expectations for its segment. We can explore this with an audit of their promotional media and consumer reactions to it. Fortunately, we’d have lots to work with:
Scout promotional and influencer videos (Feb – May 2025)
Rivian remains the most visible and talked-about of the five brands, with strong sentiment in key areas. It scores 70 for driving enjoyment and 75 for road trip readiness, reinforcing its position as an EV built for exploration and versatility.
Its auto prices sentiment of 46 reflects perceptions of it as a premium brand with justified costs, while a features score of 30 suggest it meets expectations but still has room for growth in the eyes of their consumers.
Market Perceptions At-a-Glance:
These five brands are fundamentally redefining what it means to drive, explore, and experience mobility in a rapidly changing world. With Quid’s data visualization and trend mapping, we can track their momentum, pain points, and market shifts, providing a clear lens into the future of automotive innovation to improve the consumer insight they capture and inform their promotional efforts – and yours!
Reach out for more info on how we can make this happen today.