DEFINING CATERHAM

AUGUST 2013 PUBLIC WORLDWIDE

WE WILL CREATE OUR OWN FUTURE, DESTINY AND HISTORY FROM HERE...TONY FERNANDES, CATERHAM GROUP CHAIRMAN

TO BECOME AN AUTHORITY IN THE AUTOMOTIVE AND MOBILITY WORLD.We will do this through our unique position of being a global motorsports player, a car manufacturer and an engineering service provider.

THE EXECUTIVE VISION

!WANT

SELF !

OTHERS !

TO HAVE AUTHORITY YOU MUST HAVE KNOWLEDGE, TO BE GLOBAL YOU MUST HAVE

TRUST. TO ACHIEVE BOTH, YOU NEED A COMPANY THAT IS UNITED AS ONE.

WE NEED TO CREATE A SHARED BELIEF. ONE THAT EXPRESSES OUR VISION AND IS REINFORCED THROUGH A MISSION THAT APPEALS TO ALL STAKEHOLDERS

DISTILL // DEFINE // UNIFY

Brief

“Distill, define and articulate the essence of the Caterham Group, creating a unifying brand that unites all brand activities and delivers a unique single-minded position, allowing Caterham to expand into new market segments that work both at home and internationally.”.

“didn’t think that Caterham who make kit-cars and the F1 team are the same”Car forum – discussion between cars and F1

BRAND SITUATION

Brands evoke emotion. They are personal. They fulfill and delight us.

They are reliable, familiar, exciting, surprising, and ever in the backdrop of our lives. They are woven into our memories, fantasies, and dreams. They have the power to touch and change us precisely because they are human creations, invented in response to both our deepest and most practical needs and desires.

We need to take an inside out approach...

The principles that build and maintain strong brands still hold true, but sometimes we forget that people are really at the center of it all. Resonant symbols, cultural images, emotional attractors, behavior definers … a brand is a living business asset: a concept, a feeling, a differentiating promise that grows, evolves, and will never die as long as a brand is kept alive in the minds of people. !In order to succeed, brand owners must become more sensitive to the needs and desires of informed and discerning customers and employees who demand high degrees of engagement and ownership !We need to take an approach that is a more authentic people powered approach, an inside out strategy that tries to humanise the brands and make it relevant, caring and engaging.

LifestyleTechnology

Commercial

Niche

CATERHAM'S MARKET POSITION TODAY

LifestyleTechnology

Commercial

Niche

CATERHAM'S MARKET POSITION TOMORROW

HOW THE BRAND IS PERCEIVED TODAY

“Built by people who understand what a driver craves”

Evo magazine

"Away from the track, the JV with Renault is progressing well, giving us a solid, stable platform for our team and Caterham Group in the future. !

This also gives us a duty to be where we should be in terms of performance so we can promote the Caterham brand, which has some very busy years ahead, not least to create the global awareness level required to turn our ambitious product plans into commercial success. !Cyril Abiteboul, Caterham's team principal

Caterham (and it is all the same group) also make quite fantastically effective — not to say evocative — specialist road-racers. !

A drive in a Seven should be on everyone’s bucket list. However there is very little shared ‘brand equity’ between the current activities of Caterham Cars and Caterham F1. !

Indeed, there’s more good stuff to be found in the DNA of the numerous Seven variants than in the green and yellow cars of Charles Pic and Guido van der Garde. However when the game moves on — and Caterham begins to sell its take on the Caterham/Alpine/Renault two-seater — then the performance of the F1 cars will become more important.

Topgear

“didn’t think that Caterham who make kit-cars and the F1 team are the same”Car forum – discussion between cars and F1

“don’t see the connection and they are all totally different”

Car forum – discussion between cars and F1

RESEARCH METHODOLOGY

How we perceive ourselves

!!

How others perceive us

Companies, like people, can be viewed from three separate perspectives: how we perceive ourselves, how others perceive us and how we want to be perceived. These three views correspond to a company’s internal culture, external market position and mission. The closer these views correspond the stronger the company. A strong brand has the trust and loyalty both from employees and consumers – a brand that expresses the intention of the company with clarity.

Internal research shows us how the company sees itself, its internal culture, history and the values which have made the company what it is today.

Management defines its corporate aims, giving a view on the company’s direction with a clear vision.

External research shows us how the world views the company and its promise, illustrating the emotional and rational geography of the market. !!

!!!

How we want to be perceived

!

How we perceive ourselves

!!

How others perceive us

!!!

How we want to be perceived

!

Our goal is to identify the common traits across all divisions that unify what makes Caterham today. !This will form the basis of developing the essence of the Caterham brand of tomorrow.

OTHERS

Intimidating Lightweight Fierce Hardcore Fascinating Fun to drive Immense Enthusiastic Powerful Entertaining Intense Fun Formidable Memorable Sports Challenging

SELF

AUDACIOUS DESIRABLE

AGILE INNOVATIVE INDIVIDUAL ACCESSIBLE

WANT

Ideas Business Connection Driving Experience Accessible Fun Honeycomb Knowledge Experience Integrated Engineering Excellence Respectful Challenging Free Thinkers Unique Innovators Technological Open Sharing Honesty Practical Expertise Energetic Determined

Live It Young Unafraid Tenacity Intelligent Don’t Worry Relevant Up And Coming Efficient Performance Different Attitude Rewarding Smile Handling Winning Dna Solutions Approachable Premium Honest Dynamic Cool Lightweight Modern

WE THEN TESTED SIX DIFFERENT MISSION DIRECTIONS.

A MISSION HAS TO APPEAL TO ALL STAKEHOLDERS}

FROM THE RESEARCH WE WERE ABLE TO DRAW FOUR MAIN CONCLUSIONS: !

1. Caterham’s foundation for the future is based on the skills of the employees and the excellence of the products. But the group is not united, there is cynicism and belief that one part of the group is more important that the rest. !

3. However Caterham has a common culture; a universal pride in the end result. A new team spirit that supports the new mission and market- driven concept has to be established. !

5. There is understanding of Caterham’s situation within the management team and a desire for a strong market driven direction. !

7. Caterham needs a clear strategy from strong, visible and consistent leadership.

A NEW MISSION

We formulated a new mission for Caterham. !

!

!

STRENGTH THROUGH INNOVATION

STRENGTH THROUGH INNOVATION

We are a strong team of experienced professionals with a commitment to unrivaled excellence. We understand everything is only as strong as its structure. Through precision of engineering and our willingness to challenge the norm, we consistently create solutions that provide customers with the best experience. !Technology will always play a key role in our future. Using lightweight construction and composite materials, we challenge ourselves to go further by pioneering solutions that pave the way for lighter, stronger designs. Our forward thinking approach and our willingness to challenge the norm, makes our products as thrilling as ride itself. We aim to create special, positive experiences that delight our customers time and time again. We understand that anything less would compromise our reputation. This attitude is reflected in our customers. !We are one company, putting innovation at the heart of everything we do. We use our combined wealth of experience to deliver quality, innovative solutions to create a rich brand experience for our customers. Their experience is the driver for our business tomorrow. This is what drives us to achieve more. This is what will help us achieve our. This is Caterham.

WE NEED A UNIFYING CONCEPT EXPRESSING THE ENERGETIC INTENTION

OF OUR MISSION

It must express the company’s raison d’etre? !

It must reflect: !

Our products Our profile

Our organisation Our communication

CONCEPT

Everybody who is involved or drives a Caterham, gives the same answer: The product is and provides a fantastic experience. !But it is very difficult to work out precisely what unique proposition Caterham should offer the customer. !It is a problem. Everyone’s immediate response is engineering quality and speed. This is all they see. !We must create a movement outwards building on the strength of the group, the product with a customer driven concept (the ideas, depth and experience behind the product). !

CATERHAM TODAY – PRODUCT FOCUSED

CATERHAM FUTURE – BRAND FOCUSED

!WANT

SELF OTHERS

TO GET POWER INTO OUR COMMUNICATION WE HAVE TO SHOW THAT WE HAVE DISTANCED OURSELVES FROM JUST THE PRODUCT. WE NEED A CONCEPT THAT CLEARLY COMMUNICATES OUR RAISON D’ETRE.

!!

INNOVATION CHALLENGING

KNOWLEDGEABLE EXPERIENCE

OUR NEW CONCEPT

INNOVATION EXPERIENCED.

WORKING OUR CONCEPT

Internally – Staff As detailed in our mission, strength through innovation reflects the inner strength of our staff; our products and the willingness to challenge the norm. This is a call to action to staff to be aware of their responsibility and the great value and importance we place upon their commitment and craft. !Internally – Group leaders Innovation Experienced. reflects the experience of our team and what we provide to our customers and our intimate knowledge of the automotive and mobility world- an inner strength that must be exemplary in all aspects the group. !Externally – Customers Innovation Experienced. is a subtle reflection of our owners; Challengers of the norm who recognise this challenger attitude and strength of character, in themselves.

OUR PROFILE

Authoritative Experienced Strong Innovators Open Fun Confident Challenging Knowledgeable Agile Progressive Respectful Honest

OUR TONE OF VOICE. IT MUST BE REFLECTED IN

EVERYTHING WE DO}

OUR ORGANISATION

The company must be able to deliver on the new concept for it to be credible. !So, everybody must understand our mission and our concept and become our Brand Ambassadors through a common culture and belief.

EVOLUTION NOT REVOLUTION

EVOLVING THE CATERHAM LOGO TO REFLECT OUR NEW CONCEPT. !

WE NEED TO RECOGNISE THE IMPLICATIONS OF TRANSFORMING THE BRAND, FROM COST TO MANPOWER THROUGH TO MARKET RECOGNITION. !

THAT IS WHY WE CHOOSE AN EVOLUTIONARY APPROACH TO THAT OF REVOLUTION.

CREATING AN ICONIC BADGE THAT REPRESENTS OUR BRAND, THE SPIRIT AND DIRECTION OF CATERHAM. !

WORKING ACROSS ALL BRAND LEVEL COMMUNICATIONS.

THE FOLLOWING VISUALS ARE WIP AND DESIGNED TO GIVE SUGGESTION OF UNDERLYING SHAPE, COLOUR WAYS AND SCALE. !

A CHOSEN DIRECTION WOULD BE FINISHED IN BOTH 2D AND 3D FORMATS. !

EACH LOGO CAN BE FINISHED WITH A HIGHTENED SENSE OF DIMENSION AND MATERIAL, USING CHROME, CARBON, GLOSS GREEN AND YELLOW - AS WELL AS VERSIONS REDUCED TO IT’S MOST BASIC FORMAT.

LOGO TYPE

Logo type_01 Making subtle refinements to the flow and angle of the text from current logo type to add a more fluid, aggressive touch.

Logo type_02 Bank gothic adds tradition to the logo type giving us a complete font system.

CATERHAMINNOVATION EXPERIENCED.

Logo type_02 Bank gothic adds tradition to the logo type giving us a complete font system.

INNOVATION EXPERIENCED.

A HERO BADGE

Hero Badge Adapting the traditional inner holding shape from the Caterham Super 7 badge which now expands outward to clasp the edges of the outer circle. !The C and 7 become holding shapes within allowing the 7 to be removed where necessary.

Hero Badge Using highlight / 3d we can add dimension and weight to each logo mark strengthening it’s appearance.

RETRO + HERITAGE

Iconic / Retro Maintaining some of the original curves often seen in older car badges. Defined edges, hints of Carbon and an adaptable lower panel which can contain sub marks relevant for each brand under the Caterham umbrella.

SPEED + TRACK

Track Badge Styled using race track curves giving the essence of speed and motion.

THE FALCON

The Falcon The Peregrine is renowned for its speed, reaching over 322 km/h (200 mph) during its characteristic hunting stoop (high speed dive), making it the fastest member of the animal kingdom.

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SKETCHES / WIP

Selection of WIP sketches Hero badges, logo types, general thoughts before refinement...

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Selection of WIP sketches Hero badges, logo types, general thoughts before refinement...

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Selection of WIP sketches Hero badges, logo types, general thoughts before refinement...

Selection of WIP sketches Hero badges, logo types, general thoughts before refinement...

THANKS FOR WATCHING

AUGUST 2013 PUBLIC WORLDWIDE